Insight / Blog

Convenience drive takes John Lewis click & collect into Booths

Posted on 19th December 2018

We loved the move by John Lewis to partner with Booths – often referred to as the ‘Waitrose of the North’ – as a partner for the JL click and collect proposition. It feels like a win-win for both brands.

With 46% of online shoppers saying they like to combine collecting online shopping with other tasks, retailers teaming up with grocers is a no-brainer for giving customers ‘trip-chaining’ convenience.

The partnership allows John Lewis’ online customers to shop online up to 8pm and collect their shopping from Booths grocers across the North West after 2pm the next day.

For John Lewis it’s a savvy way of taking its shopping experience into areas of the country where it has little presence, in an environment consistent with its own brand.  While Booths get the kudos of John Lewis association and the potential for valuable incremental sales.  Research shows that up to 70% of C&C shoppers will shop more when making their collection.

Partnerships like this are gathering pace globally, and they feel like a key new trend in the continuing evolution of the high street. We expect plenty more of these type of partnerships to emerge in 2019.

All stats in this story can be found in the IMRG Click & Collect Report 2018 which we co-sponsored.

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