An inside look at how John Lewis is preparing customers for the internet of things revolution
With John Lewis betting big on the internet of things, one big challenge is getting customers aware of what it is and why it's good for them. Watch The Drum's video going behind the scenes at the retailer's new installation promising to do just that.
John Lewis has unveiled an immersive installation in its flagship story which will be dedicated to smart home technology, aiming to showcase its dedication to the connected future to customers.
Opened earlier this month, the smart home experience covers 1,000 square feet of its London Oxford Street branch. The space has been designed to show how connected devices can enhance kitchens, living rooms and even bedrooms, and shoppers are encouraged to test out the interactive kit on display.
The retailer’s innovation manager, John Vary, told The Drum the activation had been in the pipeline for around 18 months, after stats confirmed the growing popularity of smart home tech: according to John Lewis, sales of products in that category increased 81 per cent between 2014 and 2015.
“The real reason we created this space was to help demystify the smart home proposition for the customers,” said Vary. “Smart home tech at times is quite complex and we wanted to really create theatrical moments in store that could take customers through what the it could do in their home, and really contextualise what these products mean within a house.”
While electronics makes up a substantial part of John Lewis’ revenue, it is, of course, not all it sells. And Vary believes it is also not the only sector open to the potential of the internet of things.
"The smart home is really one element of the internet of things,” he said. "If you look at fashion you’ve got Project Jacquard from Google, which is another way of imbedding tech into another industry.
“The internet of things is so powerful - it’s going to keep on growing an growing - but it will always be [for us about] how we can demystify and contextualise what that can do for us as human beings.”
For now at least, it looks as if the vast majority of John Lewis' investment in the internet of things will be focused on the home department. Last September saw the brand's start up incubator JLab invest in Peeple - the manufacturer of a smart camera security device for peepholes.
The retailer is also currently in the process of planning a wider roll-out of the smart home in-store concept, with the second installation planned for the new John Lewis Leeds store opening this Autumn.
Vary added: “This gives us an opportunity to really show our innovative capabilities in a really creative and future thinking way."
Other episodes in the series
Episode 1
Cadbury unleashes the moo of its animatronic cow to promote bovine adoption promo
Cadbury Dairy Milk took to the ever-popular activation spot of the Southbank this week with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.
Episode 2
‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar
Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.
Episode 3
Welcome to the mind of Mark Denton: a look at the work in his Art Mart gallery
The extraordinary creative mind that is Mark Denton has his own art gallery – a grocery shop styled show in Shoreditch, London.
Episode 4
Inside the San Miguel Experience: why the brand is investing in immersive events
San Miguel launched its Rich List campaign earlier this year in a bid to celebrate individuals who have dedicated their lives to seeking our new experiences. Now the beer purveyor is turning to live events to help recruit applicants.
Episode 5
‘It’s not a political statement’: why Publicis is celebrating immigration through artwork
Visit Publicis’ London office on Baker Street throughout August and you’ll find yourself in the midst of an art gallery curated to celebrate the creative lifeblood that immigrants – and the children of immigrants – bring to British culture. However the show should not be read as a political statement, according to the agency’s chief executive.
Episode 6
New York's window displays reviewed by Deutsch head of design Roger Bova
Holiday window displays by big retailers make the season sparkle, with shoppers mesmerized by the shiny details that go into each exhibit.
Episode 7
Behind the scenes of EasyJet's last minute Christmas campaign
On a snowy December morning outside of Terminal One of Gatwick Airport, Santa was seen clambering up and down an escalator without a reindeer close by.
Episode 8
ABB on why its title sponsorship of Formula E is as much about brand reputation as awareness
Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name. But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.
Episode 9
#TrumpBaby takes flight – and proves the brand-building case for crowdfunding
Today (13 July) saw a rotund orange pocket of air fly above London’s Parliament Square in protest of Donald Trump’s visit to the UK. The huge media interest in the event has proven that crowdfunding a creative idea can not only work but can build a solid brand for the project in the process.
Episode 10
Panasonic wants consumers to adopt a ‘buy less, respect more’ approach to tech
Panasonic Design’s dark but calming installation at the London Design Biennale encapsulates the brand’s refreshed approach to tech – one that connects less with 20th century consumerism and more with the Japanese approach to care and respect.