Seeing is believing: Transformation in action at the John Lewis Partnership

Our challenge was to positively shift the narrative about our John Lewis and Waitrose brands, especially before the crucial "Golden Quarter" encompassing Black Friday and Christmas sales.

The core strategy focused on showcasing the transformation in action. Over four months, we organised a series of activities at our stores and operational hubs, inviting journalists and analysts to see the transformation firsthand. This approach highlighted the scale of investment, innovation, service quality, and value, emphasising the company's Partners and Purpose. All corporate communications were aligned to reinforce these messages. The strategy had two main targets: the business and retail media, and influential retail analysts. By having the confidence to step change our communications - open our doors and provide tangible evidence of progress - we were able to successfully shift the narrative back in our favour.