John Lewis & Partners and Waitrose & Partners are opening an experimental format offering ‘experience playgrounds’ for consumers. The concept is unveiled tomorrow (Tuesday November 19) at the Southampton store.
The new joint initiative sees the first ever Waitrose Cookery School inside a John Lewis & Partners shop with cooking classes. Over the Christmas period, customers can learn to make festive treats such as gingerbread and yule logs. Also appealing to foodies, there is a brand new farm shop on the rooftop alongside a roof garden.
Besides cooking advice and classes, other free and paid for activities include home and garden makeover consultations, personal styling and ‘stay and play’ areas to try out gadgets. If the new ‘experience playgrounds’ are successful, they could be rolled out across the country.
Peter Cross, customer experience director at John Lewis & Partners, says: “Our goal is to offer customers unrivalled access to expertise and impartial advice in as many areas of their lives as we possibly can – in a way that is uplifting and inspiring.”
He emphasises: “Our new concept shop is an example of how we’re reinventing the department store of the future to make us stand out from the competition.”
* The first joint Christmas advertisement from John Lewis & Partners and Waitrose & Partners also reinforces how the two retailers are joining forces for future initiatives. The ad celebrates the act of coming together to enjoy good food. It is also about finding a thoughtful gift for a special friend. Set in a Medieval-style village (far away from consumerism) a small girl finds the perfect present (and experience) for Edgar, an excitable fire-breathing dragon.
Top: John Lewis & Partners’ and Waitrose & Partners’ Southampton concept store will offer expert advice from chefs, gadget specialists, home design stylists, gardeners, wine experts, make-up artists and personal stylists.
