In our digital age, real things are increasingly sacred. John Lewis is, first and foremost about the real, instore experience. Rather than price discounting, we wanted a programme that celebrated the brand’s delightful tangibility – and encouraged people to explore it for themselves spontaneously and frequently.
So we issued a welcome, “Inviting you in.” Come in and enjoy a promotional programme of rewards, treats and VIP opportunities. Come into the store for a free slice of cake and cup of tea. As with all the best invitations, everything was understated, with subtle art direction, photography and typography.
1.6m members joined in the first 18 months, with an additional 1.5million visits to John Lewis branches. The programme has been a staggering success and is a best-in-class example of how you don’t need points and discounts to build loyalty.