John Lewis is making a significant investment in AI-powered shopping, with the ambition to be one of the first UK retailers to fully adopt and integrate the technology.
It will see John Lewis products served to customers looking for inspiration on AI platforms like Google Gemini and ChatGPT, starting later this year. When and where technology is introduced in the UK, customers will ultimately be able to transact and purchase items via these apps within a few clicks. The investment marks the latest milestone in John Lewis’ broader £800m multi-year transformation programme.
Already known for its robust approach to integrating its physical and digital worlds, this early investment kick starts the integration needed for AI-powered shopping. John Lewis has extended its partnership with commercetools, the AI-first digital commerce platform, to utilise its new AI capabilities. The functionality will put John Lewis at the forefront of the new retail revolution, meeting customers in the apps they are already using.
In a further step forward, the brand has today [9 March] launched on TikTok Shop. Initially a 90-day pilot timed to help with Mother’s Day gifting, the TikTok Shop trial focuses on a curated edit of beauty and gifting items, instantly shoppable through the platform. This includes a final drop of the now sold out John Lewis Mother’s Day Beauty Box, featuring a collection of beauty treats from famous brands including Jo Malone London, Augustinus Bader and Estee Lauder.
Strategically, these investments put John Lewis in the places and spaces where customers look to for ideas and discovering products. As well as allowing them to buy instantaneously in one seamless customer experience, they will help attract new customers to John Lewis.
In a similar vein, John Lewis pioneered online shopping 25 years ago, launching its first shopping website in 2001. Online now accounts for 60% of total sales, complimenting the 36 John Lewis physical stores.
Dom McBrien, chief digital and omni-channel officer, John Lewis, said: “Our customers are already using AI apps and discovery platforms to find products they love. These investments will mean that we are right there when customers are looking for ideas – and being able to quickly and easily buy in a few clicks is a gamechanger. We look forward to rolling out these functionalities and welcoming them into our omnichannel mix alongside our own app, website, and physical stores.”
Broghan Smith, head of key accounts at TikTok Shop UK, said: “We’re delighted to welcome John Lewis to TikTok Shop. As a cornerstone of British retail with a proud heritage, John Lewis represents exactly the kind of quality brand our community loves to discover. We’re excited to see how they’ll succeed with discovery commerce on TikTok Shop, bringing their trusted products to life in new and engaging ways for our users.”
Later this month, John Lewis will broaden its expansion into on-demand shopping with Uber Eats. Customers within the delivery catchments of the Stratford, Kingston, Cambridge, and Liverpool stores will be able to order from a selection of 3,000 John Lewis products from across home, beauty and tech categories, with purchases being delivered to customers within 45 minutes. This follows on from an initial trial with Uber Eats last year with two stores.
