John Lewis is to up its digital innovation spend by 25% next year to try and break down the barriers between its on- and offline retail channels as it looks to gain a single customer view. The
retailer, with Manning Gottlieb OMD, is using the funds to bring to market digital innovations in areas such as location-based and augmented reality marketing. It aims to remove channel conflict from
the customer journey, whereby sales through newer marketing channels grow at the expense of those from more traditional outlets.
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