Retailer first extends omnichannel strategy beyond traditional channels in Exeter
John Lewis has announced it is to open its first pop-up shop in Exeter next month.
It will give customers a preview of the assortment of products that will be available in the retailer’s first flexible format department store, which opens on 12 October.
Building out retail strategy
Designed in line with John Lewis’s omnichannel strategy, the shop will act as a "click & collect" hub. The free service enables shoppers to choose from more than 200,000 products on the department store group’s e-commerce website, johnlewis.com. Orders placed before 7pm can be collected from the John Lewis pop-up shop after 2pm the following day.
The pop-up shop, which will open its doors on Exeter High Street on 3 September for six weeks, will house fashion, beauty, consumer electronics and home products in approximately 1,200 square feet of selling space.
It will also offer visitors an exclusive look at John Lewis’s newest ranges, involving designer Alice Temperley and celebrity chef Jamie Oliver.
Effective local community engagement
Peter Ruis, John Lewis brand and buying director, said: “This way of launching a new shop really engages with the local community, while at the same time goes back to the basics of retailing - finding a site, choosing an edited assortment and presenting it to customers in a creative and unique way.”
The pop-up shop is situated on 194 High Street in Exeter. And the John Lewis Exeter shop will be the retailer’s first flexible format department store with a full John Lewis assortment including fashion, beauty, consumer electronics, home and nursery. With over 65,000 square foot of selling space spread over five floors, it will be the biggest John Lewis shop to open this year and the first to open in Devon and Cornwall.
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