‘The right strategy for the future’: John Lewis’s top marketer on what comes next
John Lewis customer director Charlotte Lock on why the brand’s solid foundations have led to improved footfall in 2023 amid plans to overhaul its loyalty and digital strategies.
From the outside it looks like it’s all change at John Lewis. New positioning, new hires, a change of ad agency and an ever-closer partnership with Waitrose, all part of its long-term transformation plan. The high street staple has certainly seen its fair share of upheaval in recent years.
With all that in mind, Charlotte Lock could be expected to shake things up a bit, but instead she argues all this change has created “solid foundations”, which she is now ready to build on having added John Lewis customer director to her pan-partnership customer director role following the departure of Claire Pointon in February.
