How can the in-store experience be emulated online to provide a home delivery service which is equally aspirational and desirable? By bringing John Lewis home.

This solution aims to build upon the personal aspects of the John Lewis brand by using a letter as a tool to communicate and engage with the customer in a familiar context.

Receiving a parcel from John Lewis should feel a kin to receiving a letter from an old friend.

The parcel is delivered with a personalised letter attached to the outside of the box.

Below are the core range of envelopes, which feature John Lewis products and emulate the displays and departments found in stores.

The envelopes serve as a flexible and adaptable device which can be applied to any size parcel.

The plain cardboard box used by many is functional, practical and environmentally sound therefore this concept proposes to use these boxes and simply apply the letter to the side of the parcel. The box itself needs no printing on, saving John Lewis money, time and also benefits the environment.

John Lewis would reward its loyal customers by allowing them to a collect stamp every time they make a purchase. Once a certain amount of stamps have been collected, they can be redeemed in store for exclusive discounts or rewards at the in-store John Lewis cafés. This would serve as a means to encourage online shoppers to experience John Lewis in-store,
as well as online.

A personalised homepage would appear on the website and would display the customer’s current collection

of stamps allowing the customer to keep track of their order history and encourage further purchases via

the website.