John Lewis Brand Enjoys Festive Season Marketing Success

John Lewis has credited its record sales this festive season to an "omni-channel" strategy. In addition, they are further riding the wave of success by being named "most effective" for their Christmas social media strategy in a recent study.

The John Lewis department stores have reported sales reaching £142m (up 15% compared with the same week in 2011), while their online sales are 46% ahead of last year.

Director of Retail Services at John Lewis, Barry Matheson, has said that this "cracking" performance is a result of more click and collect sales, their in-store theatre plus "outstanding" service and product availability.

Their social media accolade resulted from research carried out by Goviral, which measured volume, subscribers, total views and engagement with content uploaded to youTube and Facebook in the past month. It found that the John Lewis' video content, which included its snowman TV ad, was more effective at driving online engagement than its competitors.

Topshop (which launched its first festive online video campaign this year) achieved second position, followed by M&S, Debenhams and Boots. Meanwhile, John Lewis-owned Waitrose came in sixth, making it the highest performer out of all UK supermarkets for branded content.

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