John Lewis is using the summer of sport to showcase its biggest-ever investment in in-store technology, as customers prepare their homes for a season of football, hosting and shared viewing moments.
Last week (8 – 14 June) was the retailer’s biggest week for TV sales of the year so far with sales up +32%. Soundbars were also up by +24% compared to last year.
With England and Scotland both qualifying, and many matches taking place in the evening or overnight for UK viewers, the retailer expects customers to be thinking carefully about how they watch the tournament at home.
Demand for larger screens is also increasing, with about 65% of John Lewis’s TV range now 55 inches or larger, compared with around 55% five years ago. The retailer has also expanded its range to serve customers at different price points, including more entry-level options from brands such as Hisense and TCL, alongside premium screens, soundbars and home cinema products.
Research from John Lewis, found that the late start times for this summer’s World Cup will prompt more fans to cheer on their team from the comfort of their sofas.
58% say they will be watching the majority of the beautiful game at home. 53% say they prefer watching from their own sofa; 42% valuing an uninterrupted view, while 40% saying their favourite snacks are part of the appeal.
Laurence Mitchell, trading director at John Lewis, said: “Major sporting moments have always encouraged customers to think about upgrading their home entertainment, but this year we’re seeing that through a broader lens. Customers are not just asking which TV to buy – they are thinking about the whole set-up, from screen size and sound quality to where they will watch and who they will host.
“That is where John Lewis is well placed. We can help customers bring the full experience together across technology, furniture and the wider home, supported by Partner advice in shops and online.”
Customers are also investing in their gardens. John Lewis branded garden furniture sales are up by a fifth, parasol sales are up 110%, and BBQ sales are up 106%, reflecting growing demand for products that support at-home hosting and entertaining beyond the tournament.
The summer of sport is being supported by John Lewis’ biggest marketing investment outside of Christmas, including in-store promotions, savings and free delivery on all TVs. The retailer also offers five-year guarantees as standard.
The retailer also recently launched a tongue in cheek campaign announcing its signing of Boston United striker, Lenell John-Lewis. After years of being serenaded by fans singing “his name is a shop!”, John-Lewis said it’s the call-up he’d been waiting for his whole career. This tapped into the nation’s excitement ahead of the biggest football tournament of the year, resulting in thousands of likes, shares and comments across social media.
Lenell John-Lewis said: “It feels surreal to me to have heard this chant my whole career, and now to be signed by the actual John Lewis… it’s mad, and I love it.
“This summer is going to be packed full of amazing sporting events, and I’m buzzing that ‘The Shop’ and the shop are finally teaming up to help people create the perfect set up for hosting friends and family – as that’s what it’s all about.”
John Lewis’ tech sales follow an on-going investment from the retailer. Over the past two years, it has updated technology departments across all of its shops to better reflect the way customers now shop for home entertainment.
In particular its Oxford Street flagship, Bluewater and Cheadle shops have undergone full redesigns of their audio-visual departments, with Reading and Glasgow also set to receive significant updates.
In the redesigned spaces, TVs are displayed in premium settings, paired with soundbars and soundproofing. Some models are even displayed alongside sofas, coffee tables and soft furnishings to help customers understand how to create the right set-up for watching, hosting and entertaining at home.
Laurence Mitchell added: “Technology has become a more considered purchase. Customers have access to more reviews and information than ever before, but that can also make the choice feel more complex. Many customers come to us because they want trusted advice, whether they are looking for a value option, a larger screen, better sound, or a full home entertainment set-up.
“Even when customers have done their research online, picture and sound quality are things they want to experience in person. That is why our investment in shops, Partner training and more immersive displays matters.”
John Lewis has invested in Partner training, with offsite brand immersion sessions and regular in-store briefings helping Partners advise customers on the latest models, features and technology.
