3 January 2013 - 10:48am | posted by | 2 comments

John Lewis' thoughtful snowman results in 44% sales increase for the retailer this Christmas

John Lewis' snowman completed an epic journey to buy his wife a hat, scarf and gloves from John LewisJohn Lewis' snowman completed an epic journey to buy his wife a hat,

The success of John Lewis’ Christmas television campaign featuring a love-struck snowman has resulted in a 44 per cent rise in online sales for the retailer.

Overall festive sales for the department store were also up by 15 per cent. The group’s strong performance over the Christmas period is in direct contrast to other retailers with many shops failing to hit their festive targets.

In the five weeks over Christmas John Lewis recorded a 44.3 per cent rise in its ‘Click and Collect’ service, which allows shoppers to buy products online and then collect them from one of the group’s Waitrose supermarkets, compared with figures from 2011.

The popularity of the service means online sales now account for a quarter of the department store's overall business.

Total web sales reached £684.8 million in the five weeks to 29 December. Electrical and home technology sales were up by 30.9 per cent on 2011 with tablets being the retailer’s star festive performer. Fashion and beauty sales rose 10.4 per cent with home products increasing by 6.2 per cent.

In the last full week before Christmas John Lewis posted sales of £157.8 million, a rise of 26.5 per cent from last year. A record £31.7 million was then taken on 27 December, the start of the retailer’s clearance sale.

John Lewis managing director Andy Street said he was “delighted that John Lewis has delivered record-breaking sales figures”. Adding: "In an economic climate which continues to be volatile, to have achieved these results is testimony to the strength of the brand and the commitment of all our partners.”

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Comments

3 Jan 2013 - 18:27
crowdsurfing's picture

How can you say that the ad campaign 'resulted' in this sales increase? It certainly would have played a part in the company's performance, but what about the numerous other marketing elements, from product & pricing to in-store merchandising?

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4 Jan 2013 - 08:20
Cowdenbrummie's picture

It says that the 44.3% rise was in click and collect but as far as I remember from that horrible ad, the snowman didn't click at all so no real relevance?

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