How to keep customers happy and loyal – John Lewis missed it again

John Lewis missed an opportunity again

I titled this post How to keep customers happy and loyal because that’s why you are consistently marketing your business. So when you are in the present of an opportunity to do the best thing for your business & a potential customer you should jump on it.



How to keep customers happy and loyal


In a past post I shared how John Lewis’s social team missed out on a great opportunity . Well sorry to say, they did it again.

Sometimes it’s the little things that make a big different. An in this case if John Lewis social media team retargeted their conversation, things could have turned out different.

The Instagram image below is what the whole conversation was about.


How to keep customers happy and loyal

Now let me share what I’m talking about see images below:

But below I do let me give you an over view. The coat in the image above belongs to John Lewis. They have that trench coat in stock. However they don’t own the dress the woman is wearing. It’s her own dress which she paired with the trench coat/ Now you are up to speed let move on.


How to keep customers happy and loyal


After reading the conversation between 3 different potential customer & John Lewis social media team you get the picture.

The ladies where interested in the dress and not the trench coat which is sold by John Lewis.

Now firstly if I was the personal talking to these ladies I would have quickly found out who owned the dress the model was wearing. Then I would do a search through John Lewis’s clothing line to find a dress that as closely matched on possible.

The I would reply to the lay who was asking the details of the dress and share that it’s not ours but Zara’s. We have a similar dress  if you would like to take a look it’s now available in our stories. You can simply swipe up to see it on our website.

Right there I would help the potential customer with her enquiries about the dress. Then switched the conversation on to a product I do own. The part of getting the image taken and shared in the stories with a active link would have been a no brainier for the customer to check out. I did all the work, all the lady needed to do would be to go & have a look.

By do thing that the other ladies would have seen my reply and more than likely gone to the stories to see the dress or dress too.

The social media team spent too much time trying to persuade the lady to go and browser the John Lewis website. When they had free Instagram features which they could have used to make the move from comments to stores seamless.

Now even if they did not buy the dress(s) they saw on the website. That fact we went tat extra mile to help them would be in there minds for sure.

Pay attention to what people are asking for even if you do not stock it. Become their researcher and find the answers they wanted.

Keep customers happy and loyal and they will remember you and tell others.


Now over to you. Have you experienced a shop going that one step further for you? If so share it with us in the comments.

Janet Walker has been a designer & internet marketer for over 16+ years. She established her creative biz on the 1st page of Google (+ other search engines) within a year of being online. Which led to international media coverage. Her analytical thinking, marketing know-how & break-it-down methodology, allows her to naturally align strategies, & more. She’s become the go-to for individuals, small & sought-after business leaders in various industries.  JWGInternational’s core is to empower, elevate & support those using their Gifts to impact others.

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