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Unit 29 Understanding Retailing - D2
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Unit 29 Understanding Retailing - D2
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Unit 29 – D2 Kojar AhmedJohn Lewis’s recent expansion and its partnership with Waitrose has had a signifcant efect on the
way it delivers its customer service. Firstly, it has had to alter the way it deals with and handles
customers in order to look familiar to consumers who may not have had any experience with John
Lewis in the past, this is done so they look more favourable towards customers who only do business
with Waitrose. As well as this, Waitrose supplies goods which difer from the image of John Lewis.
Although Waitrose is not a budget store, it primarily sells groceries, whereas John Lewis has a
diverse selecton of stock. John Lewis has been partnered with Waitrose since 1937 so has therefore
had plenty of tme to to identfy and cater to the needs of their consumers.
Throughout the years many businesses will experience periods of growth and loss, these trends are
usually hard to predict and can sometmes occur out of nowhere. In order to help predict periods of
growth, businesses will naturally atempt to maintain a stable cash fow to ensure they always have
the available funds. One of the ways in which businesses like John Lewis can maintain their level of
cash fow is by providing adequate customer service and other afer sale care. As well as this, John
Lewis also likes to implement and train their staf on new sales techniques, this is what helps them
stand out from the ever-growing competton. An example of a sales technique used by John Lewis is
to always go above and beyond for their customers, whether this be honouring warrantes which are
slightly out of date or always atemptng to refund an item.
Exceptonal service, such as the examples stated above, are a major contributor as to why John
Lewis is such a recognised and loved brand. It is foreseeable that by providing such dedicated
customer service, consumers will be more likely to return to your business and purchases your
products, this is because they have built a level of trust with the company and believe it may be
worth paying more for the afer sale service. By building trust with your consumers and getng them
to return to your business, it makes sense that the business's overall revenue and profts will
increase, this then makes way for expansions and future partnerships with other successful
businesses. Ways in which John Lewis may increase their profts even more through customer
service are by giving discounts on items to return customers who possess loyalty cards, this may
decrease profts for a short tme but will eventually increase their revenue over tme.
In order for a business to expand, they require a signifcant amount of money and brand recogniton,
this is why many big businesses will partner with other well-known established branches, such as
John Lewis’s partnership with Waitrose. Although John Lewis specialises in selling a variety of items,
Waitrose is more of a high-end supermarket. Nevertheless, these businesses work well together
because they are both well-known and liked brands. What has allowed John Lewis to expand over
the years isn't just the amount of money they make, but also the public’s response to the business,
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