John Lewis launches concierge style shopping experience

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John Lewis has announced plans for its new “concierge style” shopping experience, which will trial at its new 120,000sq ft store on Oxford Street.

The 21 services on offer will include personal styling for men, technology training workshops to help customers get the most out of their new purchases, travel advice, children’s car seat fitting advice, eye tests, and an express nail and brow bar. Gift Experience packages will also be available for sale.

The Experience Desk at the centre of the store will offer a concierge service to help customers plan their shopping trip. Staff at the desk can advise customers of in-store offers, book them into events, help them choose a team for styling or home design, and book them a table at the Scandinavian rooftop restaurant, KuPP. Customers can join a “hotel style” tour to see everything the new store has to offer.

All the new services are part of John Lewis’s plans to ‘reinvent the department store’ and the focus will be on customer service. Staff recruited to work at the new store have been given bespoke theatre training by The Oxford Playhouse including voice and body language skills. Staff at the store will also wear a new uniform designed by the in-house fashion team.

John Lewis managing director Paula Nickolds said:“As part of our plans to differentiate the John Lewis brand and to reinvent the department store for the 21st century, our shops continue to be a place where customers come and experience our brand – the physical manifestation of what we stand for.”

John Lewis has invested £18m into the new 3-storey shop, which opens on Tuesday 24 October.

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