JOHN LEWIS

What They Wanted:

An online community to for their most high value and loyal home customers, to drive customer loyalty and reach this audience in an authentic and modern way, and essentially, to drive sales. 

What We Did:

Create a test & learn customer-led home community, aligning closely with the John Lewis Loyalty Membership programme. Providing a space for customers to chat all things home (from which wallpaper should we choose to getting advice on an entire kitchen renovation), we created a consistent content strategy packed with exciting perks for reasons to join - from exclusive access to new products, to bespoke gifts. Working closely with the wider business, we put in place a robust recruitment strategy to capitalise on wider loyalty touchpoints.

What They Got:

• Consistent growth of over 60% new member requests monthly, above our targets.

• An active community with over 77% of content coming from customers

• Incremental sales within the home division.