John Lewis revealed its newly redesigned store layout in Horsham on March 14, moving from an existing ‘at home’ format to a one-stop destination for fashion, beauty, tech and home design. This is part of a trial testing a series of new concepts and services for John Lewis customers.
The 47,000sq ft branch in the West Sussex town is one of five co-located with a Waitrose shop, with around 50% of Waitrose customers already shopping in the John Lewis next door.
The shop has been designed to better reflect the local community it serves and respond to their needs via a new layout. A host of free services such as personal styling and nursery and sleep appointments have been introduced. Also, the Click and Collect service has been relocated and its operating hours extended.
On the ground floor, a new kids’ area has been installed which encompasses an interactive trail, treasure hunt, activity table and a nursery advice service, alongside kids’ fashion brands.
John Lewis has also worked with neuroscience experts to help enhance areas of the shop with sensory elements. The department store group explained: ‘They applied a method called ‘sensory prescription’ where they work in the same way a doctor would prescribe. Alongside our in-house team, they looked at store designs and prescribed colours, sounds and scents, tailoring them to specific areas.
‘One area we are applying this concept to is ‘Sleep’. Our experts advise that customers need to spend at least 10 to 20 minutes on a mattress that they believe is right for them, so we’ve created a relaxed environment that is conducive to a great night’s sleep. A citrus scent, calming sleep sounds, and neutral painted walls have been introduced to enable customers to test and make their mattress decision in the best conditions.’ John Lewis Horsham branch manager Jack Howe commented: “We’ve listened to our local customers and we’re thrilled that they can now shop and experience a larger John Lewis offering, with more departments. Early customer reaction has been incredibly positive and they love our new look. As shoppers return to the high street, our multi-million-pound investment provides a major boost for the town centre and will attract more shoppers into the store.”