John Lewis’s executive director, Peter Ruis, plans to increase staff visibility on the shop floor, aiming to enhance customer service.
- Ruis, appointed in January, is exploring strategies to deploy more staff across John Lewis stores.
- Negotiations are underway to reduce commission rates for fashion brands in return for employing more staff on their concessions.
- A John Lewis spokesperson highlights the company’s history of adapting working models to meet customer needs.
- The company’s recent return to profitability underscores its ongoing strategic adjustments.
Peter Ruis, who took over as the executive director of John Lewis in January, is spearheading an initiative to boost staff presence on the shop floor. This strategy is designed to enhance customer service by increasing the interaction between staff and customers, a move reminiscent of the customer-centric focus seen at Selfridges.
Ruis’s approach involves negotiating with fashion brands to employ more personnel in their designated concession areas within John Lewis stores. In exchange for these staffing increases, Ruis proposes a reduction in the commission fees these brands pay to John Lewis, suggesting a win-win scenario that prioritises customer service enhancement without imposing additional financial burdens on the brands.
A spokesperson from John Lewis emphasises the company’s commitment to innovation and its adaptability in working with suppliers to better serve its customers. The spokesperson remarked, ‘John Lewis has always innovated and embraced different working models with suppliers to ensure that we are best delivering for our customers.’ This reflects the company’s longstanding practice of employing brand consultants throughout various departments, including fashion, to offer staff support and expertise.
The initiative by Ruis comes as part of John Lewis’s broader strategic plans following its return to profit in the 52 weeks leading to 27 January 2024. This financial turnaround was attributed to a mix of increased sales and improved gross margins, showcasing the effectiveness of its strategic initiatives.
Recent leadership changes have accompanied these strategic moves, with the appointment of former Tesco CEO Jason Tarry as the incoming executive chair, replacing Sharon White in September. Other notable appointments include Andy Mounsey as interim executive director for finance and Rachel Morgans as fashion director, reflecting a significant reshuffling to align with the company’s vision.
John Lewis’s strategic push to increase shop floor staff is poised to reinforce its customer service focus while navigating industry changes.
