We are now witnessing a new age of shopping, which the confident, flexible "Master Shopper" controls, according to latest John Lewis Retail Report.
The study identifies that shoppers are taking control of the omni-channel shopping environment by using a combination of many research, browsing, purchase and collection methods to ensure they get what they want, in the way that they want it – a new form of bespoke shopping.
The confident new "Master Shopper" is now moving seamlessly between the phone, tablet or PC, store or call centre to zero in on a purchase.
Evidence of this new phenomenon reveals the proportion of traffic to the retailer's website from mobiles increased to 60 per cent and mobile revenue grew a significant 68 per cent in the last twelve months.
In this age of the ultra-personalised shopping journey, customers are moving between online and in-store shopping at their whim.
Two-thirds of the retailers' customers use both physical shops and online channels with the number who bought from both channels increasing by 9 per cent.
The report highlights how today’s customer is more savvy and empowered than ever with powerful research tools, extensive options and engaging experiences at their fingertips.
Shoppers are combining the available channels to achieve their optimum shopping journey with a new and dynamic form of shopping that mixes research methods, advice and shopping channels.
"Master Shoppers" should choose how to buy, what time of day or night to buy and how often they visit shops and websites, according to the retailer.
Social shopping has also seen a marked increase this year with customers using social channels for inspiration on what to buy, engaging with their friends and the John Lewis website to research and gather information, which is fuelling significant growth in the retailer’s social platforms.
Since last year, John Lewis’ Instagram channel has grown by 338 per cent, with Pinterest and Twitter also growing by 68 per cent each. However, Facebook still remains the most popular, with almost one million followers to date.
"2015 will become known as the year the master shopper came of age", said Andy Street, managing director of John Lewis.
"Shoppers are now more enabled and more in control than ever. It’s an exciting time in retail history with John Lewis well-positioned to lead the revolution in providing the services the master shopper needs."
Street added, "Our shops are changing to become more inspirational and multi-purpose than ever before. We’re helping facilitate our customers’ ability to shop anytime, and anywhere, and to make their user journey the most flexible it has ever been. Shopping today is less about ‘I need it now’ and more about ‘I need it flexibly, when I want’."
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