John Lewis glossy magazine drives customer engagement

Submitted by: Print Power 18/08/2016

john lewis magazine

Background

John Lewis takes great pride in its first-class customer service, whose success lies within the brand’s ability to pre-empt and deliver against customers’ needs. To remind customers of the variety of products available, as well as give a flavour of the not yet explored departments, the department store launched a free newsstand worthy customer magazine, which now counts fourteen successful issues.                                                   

The Case Study

The John Lewis Edition gathers the best selection from across all John Lewis departments, presented with a stunning and original photography. The brand set the standards high collaborating with big names in the photographic industry, such as Gustavo Papaleo, Heather Favell and Adrian Briscoe, who delivered exquisite visualization of the John Lewis range.

The strapline ‘Shopping Intelligence' is key, and offers readers edited choice and useful shopping insights. Combine that with great editorial from national newspaper columnists India Knight, Miranda Sawyer and Toby Young and readers get a newsstand-quality magazine to enjoy.

Results

The magazine's ABC of 484,991 is now in the top spot for the market sector Women's Lifestyle/Fashion, overtaking the long-time category leader Glamour. (ABC 01/07/2011 - 31/12/2011).

Readership has reached 817,010 (TG Q2 2012).

A reader survey was included with the New Year 2011 issue. Survey respondents spend an average of 30 minutes reading John Lewis Edition. Furthermore, 89 per cent report doing something after reading an issue, and 70 per cent say it has prompted them to visit more departments either instore or online.

Advertisers love the magazine and revenue targets were exceeded by 49 per cent in 2011.

67 per cent value average issue product sales uplift (across ten issues).


 

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