3 things we can learn about mobile marketing from John Lewis

June 8, 2016

If you’re looking for some inspiration for your mobile marketing strategy, you don’t need to look any further than high street giant John Lewis.

As per Episerver’s latest Mobile Commerce Report, the UK retailer reigns supreme when it comes to mobile marketing – not just in Britain, but across the US, Australia and Europe.

Episerver benchmarked 100 sites, downloaded 400 apps and examined 8000 scoring criteria for the report, which gives us a glimpse into how John Lewis is putting its rivals in the shade when it comes to mobile marketing. Here’s how…

1. Seamless navigation

Just like a desktop website, the key to getting users to stick around on your mobile site or app is to make life easy for them. They want to be able to find what they’re looking for without having to dig for it, whether that be your firm’s contact details or blog content. John Lewis keeps things simple and seamless, driven by the 47% of people that say poor mobile design reduces the likelihood that they will make a purchase.

2. Continuous improvement

You can be ahead of the game one minute and trailing the next – that’s technology for you. Not John Lewis, though, who is constantly updating its iPhone app to ensure that the user experience is nothing short of excellent, as testified by the app’s five-star rating. It just shows how important it is to move with the latest technology and trends.

3. Personalised experience

John Lewis offers personalised experiences via both cookies and an in-app login system, while also ensuring its apps are location-enabled, allowing it to take note of the user’s current position and recommend its nearest stores. It’s just a small detail in the grand scheme of things, but something one in five Brits have come to expect.

John Lewis’ approach is hardly ground-breaking, but crucially the retailer is super switched on to what customers want from its mobile site and app – that being a seamless shopping experience.

Are you currently offering your clients a smooth experience on mobile?

Dan Vivian - Business Development & Marketing Director