發展曆程
從2007年開始，約翰路易斯每年都會制作一個聖誕廣告，在聖誕季在全英各大媒體播放。由于獨特的創意、溫情脈脈的情節、精良的制作水準，更加上頂尖的音樂配曲和演奏，約翰路易斯的聖誕廣告成為了不少英國人每年的聖誕期待。n
2008年，john Lewis拿到了王室供貨許可證，這意味着他們店裡的貨物英國王室也會來買。n
2011年底，John Lewis開始在店内為消費者提供網絡接入服務。John Lewis的很多迎合消費者的措施都來源于顧客購買數據的收集與數據分析，從中總結和挖掘顧客購買方式和趨勢的變化。2013年開始，John Lewis不但自己使用這些數據，還制作成名《我們如何購物、生活和打扮》(How we shop, live and look)的消費洞察報告，向社會公開發布，每年發布一次。n
2014年，John Lewis被數字市場營銷公司EPiServer評為英國最佳移動零售商。n
2014年8月，John Lewis以聖誕季将至、避免店内過于擁擠為由，取消了這項人人都有的福利，而改為根據顧客的消費頻率、金額、喜好等進行評估來發放。nn2015年1月，以前享受免費咖啡的“我的Waitrose”持卡人也受到了限制：如果要在店内咖啡廳享用免費咖啡，需要先行購買一份三明治或者蛋糕等食品;在自助咖啡機上購買則不受此限制。nn2015年的“Man on the moon”（月球上的男人）“John Lewis聖誕廣告”為例，這支的花費了100萬英鎊（約合人民币970萬元）制作費用的廣告，其話題營銷再加上互聯網的擴散力早已超過了僅作為一支廣告本身的收益。
JohnLewis
John Lewis(約翰—路易斯)是英國倫敦最大的百貨商店，在牛津街商業區和購物中心裡都有它的分店。從1864年在倫敦牛津街開辦第一家店鋪算起，約翰—路易斯百貨店已有138年的曆史，至今生意興隆，業績不錯。目前，約翰—路易斯從蘇格蘭東北部到英格蘭西南部共開設了25家分店，固定職工4萬人，銷售50萬種商品，年銷售額接近40億英鎊（約合60多億美元）。 約翰—路易斯做時裝、化妝品、童裝和家具等。裡面的窗簾布很受歡迎，就是那種小碎花款式，典型的英國風格。受歡迎的原因除了品質好之外，買回家後，挂在窗明幾淨的廚房，當午後陽光透過John Lewis的窗簾布灑落在你身上時，“家”的味道特别強烈吧！
很多人留意這家英國老牌百貨公司John Lewis是因為它的最新的一部廣告片。90秒長的廣告，以一件紅色衣服為線索，巧妙地展示了一個平凡女人從出生、襁褓、學步、上學、成長、結婚、生子、變老的情景。意在展示John Lewis恒久不變的優質服務，無論在人生哪個階段，都可以享受到John Lewis的陪伴，讓顧客感覺到溫情和貼心。
英文介紹
Every corporation in the world will make advertisements for their goods or services, since advertisement plays an important role in marketing in the company, but they do not illustrate in the same way, not to say the meaning they want to express. However, no matter what the advertisement tells to the customers, the core of it is the reputation, or the brand of the product and the company itself. Advertisement is a bridge for customers to get to the products and services, so, whether the advertisement is attractive or not, it will impact directly on the products and services. In this pape, I would like to say something about advertisement in John Lewis.
Ⅰ. Brief Introduction of John Lewis
As we all know, John Lewis is the biggest and most comprehensive shopping mall in London, UK. It was founded in 1864, with a history of 138 years, during which had great performance. By now, John Lewis has opened 25 branches from the northeast part of Scotland to the southwest part of England. There are 40,000 employees and 500,000 kinds of goods for sale in John Lewis, whose revenue gets almost 4,000,000,000 pounds, that is more than 6,000,000,000 dollars. Among most of the goods, John Lewis is quite special in fashion, cosmetics, children’s clothes and furniture. One example of that is the curtain cloth, which is typical in England. Besides the good quality ot their goods, one of the other reasons why their goods are so popularis perhaps they can give a feeling of “home”.
Ⅱ. Advertisement in John Lewis
In John Lewis, it is Marketing’s task to persuade people to spend all their money and time in the shopping mall. Traditionally, John Lewisdid not use any marketing strategy, they just open the door and welcome their customers to have a visit. However, the reality is that it is not the case. John Lewis does very competitive markets, which can diffierentiate itself from their competitiors. John Lewis will provide campaigns according to the festivals and the local customs. Here is an example of the Christmas campaign.
Last year was a recession year for John Lewis . In the recession, the annual budget for marketing has been cut by 25%, so Goose, the leader of the marketing department,decided to gamble on a new advertisement company called Adam & Eve, whichis run by James Mercy.
On their first meeting, James expressed his idea of the advertisement, which is called “the dreamed Christmas”. People will look for presents to their loved ones with less money but really special. So he let a woman who is sleeping bed dream about the presents she wants, and whatever presents occurs in the dream,people can find them in John Lewis. After explanation, Goose was quite interested in the idea of “dream”, but not the way James executed.
So,after months of hard work, James came up with another way of expression of the Christmas campaign. When people give the great gift, they also want to give someone great feelings. So James designed series of beautiful portraits for children. Each child holds a product which is really designed for grown-ups. For instance, one girl is wearing a colourful necklace which might belongs to her mother, and one boy is using a laptop in his father’s study and another is playing with a digital camera.
The theme of the new advertisement for Christmas is also about dream. Different from the first proposal from Adam & Eve, the second one focuses on the eternal quality and services of John Lewis that can offer to customers. They want to let customers feel joy and comfort when they watch the advertisement.Goose was quite satisfied with the second proposal, and they have got started for Christmas.
Writing hers, another advertisement that John Lewis made this year hit my mind. It is the latest advertisement of John Lewis by now, with 90 seconds long. Using ared garment as its clue, the short advertisement displays a woman’s whole life cleverly, from the time when she was baby, the moment when she started to walk,then going to school, got grown-up and married, and she had her own child and last when she turned old. The advertisement is short, but has proved the good service and quality that John Lewis can provide to customers, no matter they are newly-borned babies or the old people with white hair, their products and services will not change, thus when they go to John Lewis, they can feel warm and comfortable whenever and whereever.
Ⅲ. Conclusion
Both of the advertisements we discussed above are marketing strategy, but more than it. Most people believe that advertisement is one way of marketing, and corporations make advertisement on the purpose of attracting more customers and get their products more popular. However, after watching advertisement of John Lewis, I think I know why John Lewis wins so much customers’hearts.
Firstly,their attitude toward work. As it is shown in the video clip, James, the ownerof Adam & Eve, has been working for 14 months to design John Lewis’s Christmas campaign. They tried many times to express John Lewis’s brand value. Although the first proposal was failed by Goose, they do not give up, instead, they immediately started the second trial. From the pictures they drew, the advertising message they wrote, to the actress they chose, they show us their spirit of teamwork and profession. On the other side, Goose, the new comer of John Lewis, is also a careful man. When they filmed the test commercials for Christmas, Goose stayed with the agency and gave suggestions all the time.
Secondly,their fantastic and moving idea about human nature. It is smart for company toshow the functions or unique features of their goods, but it is smarter to showtheir intangible ideas related to their goods and services. Take thered-garment advertisement as an example, John Lewis puts more attention on the good services and eternal quality, rather than one certain product in the shopping mall. So any female who watches this advertisement will feel warm and sweet, and it is easier for them to remember their name--- John Lewis.
Thirdly,their smart creations of the advertisement. When we watch TV or listen to the radio, we can find advertisements everywhere. However, most of us do not like watch them, one reason I think, is the advertisements are boring, maybe they can attract customers’ eyes, they can not catch their hearts. The best advertisement is like a chololate, before you see it, you will smell it; when you taste it, your heart will get soft, you will forget all the evils and wrongs; after enjoying it, you will still remember the feeling when you tasting it, and your heart will get stronger and stronger, since in your eyes,everything is good and naive. The advertisement of John Lewis is such a kind of chocolate, they do not persuade you to buy their products, but you would like to, because once you taste it, you will never forget that feeling.
Sometimes,making advertisements with high quality and beautiful ideas means to let people who wacthing them enjoy life and have a better look of human nature, which is John Lewis’s insistance on the advertisement, and such advertisement has brought huge profit to John Lewis, no matter in the turnover, or in the brand of John Lewis itself.
