UK department store chain John Lewis is set to invest £4m in a new customer service initiative, which will be implemented in 20 of its shops.
The investment is aimed at bolstering the company’s omni-channel customer experience, and will see 8,000 shop floor partners receive an iPhone loaded with a dedicated 'Partner App'.
The app was designed and built by John Lewis's in-house online team, and will enable the partners to help customers with information about products and place orders, as well as check stock availability both in store and at the company's Milton Keynes warehouse.
John Lewis customer director Craig Inglis said: “As online and physical worlds increasingly come together, this initiative, which forms the foundation of our digital strategy for shops, will support our Partners in offering great customer service in a digital world.
“During the trial in our Cambridge store, customer feedback was overwhelmingly positive; it consistently sped up response times to customer queries as Partners didn't need to leave the customer to find answers, or complete a purchase.”
John Lewis first installed screens to enable customers look up product information and check online availability in 2008, and a self-check-in option was introduced by the retailer at its stores' collection desks earlier this year.
John Lewis currently operates 48 John Lewis shops across the UK.
Image: John Lewis store in Liverpool. Photo: courtesy of Man vyi.