John Lewis is using mobile commerce to extend its Click and Collect offer by launching its first virtual shop, offering shoppers another way to shop at their convenience.
The retailer, whose Click and Collect service is now available from 129 John Lewis and Waitrose shops, is trialling an innovative window display in the Brighton Waitrose branch.
Customers passing the display can scan QR codes to buy specific featured items. The shopper is then linked to the johnlewis.com mobile site in order to make a purchase. If ordered before 7pm, products are available to collect from 2pm the next day.
Products that can be bought from the window include items from the retailer’s “top 30 favourite things for Christmas”, such as the Lego Sort and Store head and Hunter wellies.
John Lewis marketing director Craig Inglis said: “The roll-out of our Click and Collect service to Waitrose shops is proving incredibly popular. This new 24-hour virtual shop in the heart of Brighton takes that convenience to another level.”
The trial window display runs until the end of December.