John Lewis will focus heavily on in-store customer experiences to drive 2016 mobile sales.
The high street retailer made significant strides in mobile this year after teaming up with Vodafone to launch two trial mobile phones shops in Manchester and London. The brand explained that while its continued focus on SIM free handsets will continue into next year, it believes that a personalised customer service will play a ‘huge part’ in securing sales.
‘The sim free market has exploded in recent years as customers increasingly recognise the savings which come from buying a handset outright,’ Suddy Bhardwaj, buyer for Mobile and Connected Services told Mobile.
‘We introduced mobile phones for the first time earlier this year, offering sim free handsets in store and online and we’re also currently trialling contract handsets in two of our stores. We recognise that one size doesn’t fit all and so we are mindful of making the benefits of sim-free handsets compared to contracts clear to our customers.
‘Today, mobile phones are almost considered as an extension of the individual so the in-store experience, where customers are not only able to see but also personally handle the device, will continue to play a huge part in mobile purchasing. With so many different devices and specifications on the market, the personalised service that our Partners can offer is crucial to helping consumers find the handset which is right for them.’