Peter Ruis is spearheading a transformative initiative at John Lewis to enhance customer service by increasing staff presence, adopting a ‘Selfridges-style’ approach.
- The strategy involves negotiating lower commission rates with fashion brands to employ more staff on their shop floor concessions.
- A spokesperson from John Lewis highlighted that the company has a history of innovation and adopting varied working models with suppliers.
- The move aligns with the company’s recent financial turnaround, reflecting growth in sales and improved profit margins.
- Peter Ruis, who joined as executive director in January, brings extensive retail industry experience from previous leadership roles.
Peter Ruis, the executive director at John Lewis, has launched an initiative aimed at augmenting customer service through increased staff deployment. This plan draws inspiration from the ‘Selfridges-style’ approach and is primarily focused on having more staff available on the shop floor.
To implement this strategy, Ruis is in discussions with various fashion brands. The aim is to negotiate agreements where these brands pay reduced commission fees in return for hiring additional staff for their respective concessions within John Lewis stores. This model not only promises to enhance customer service but also ensures that each brand maintains a direct influence over how its products are presented and sold.
A spokesperson for John Lewis confirmed the retailer’s commitment to innovation, asserting that the company has long embraced diverse operational models in partnership with suppliers. ‘John Lewis has always innovated and embraced different working models with suppliers to ensure that we are best delivering for our customers,’ they stated.
This strategic move comes at a time of notable financial recovery for John Lewis. Earlier in the year, the company reported a return to profitability, a result attributed to both an upturn in sales and an improvement in gross margin rates. Such fiscal resilience provides a stable foundation for Ruis’s plan to enhance the customer experience.
Ruis’s appointment in January marked a period of significant leadership changes within the organization. He succeeded Pippa Wicks and brought a wealth of experience from prior roles at Marks & Spencer, John Lewis, and as CEO of Jigsaw. His return to John Lewis is part of a broader strategy to rejuvenate the brand’s market presence.
Peter Ruis’s initiative signifies a strategic effort to advance customer service and operational efficiency at John Lewis.
