John Lewis Xmas Advert 2016/7

FortuitousFluke said:
Your assumption is that the only factor worth considering in any purchase is price. What about added extras? It's pretty well agreed that JL customer service, warranty, returns policy and price match are all excellent, this all adds significant value to a purchase. What about the general shopping experience? I'd rate JL way above for instance currys for general shopping experience, that adds value too.

Focussing on price exclusively in all instances is a mistake.
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I'm with you 100%. I may shop at discounters for my food and TBH shops like Lidl actually sell very good stuff and for example all their meat is sourced from British farms. They do sell some strange goods for a supermarket though. I purchased some gardening tools whilst buying our food shopping and they really are good quality tools, all German.

However, for any sort of considered purchase I nearly always use JL - a great shopping experience. I have to say Richer Sounds are pretty decent too for electrical items.
 
FortuitousFluke said:
Your assumption is that the only factor worth considering in any purchase is price. What about added extras? It's pretty well agreed that JL customer service, warranty, returns policy and price match are all excellent, this all adds significant value to a purchase. What about the general shopping experience? I'd rate JL way above for instance currys for general shopping experience, that adds value too.

Focussing on price exclusively in all instances is a mistake.
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None of those things are apparent from the advert though.
Plus I never buy warranty and customer service and returns are not an issue for me. I rarely ever go to shop in this day and age for the need to see a warm glowing sign and a bunch of stuff placed in my eye line to buy it.
I sit at home and order from the cheapest provider I can find. Simple.
 
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ChroniC said:
None of those things are apparent from the advert though.
Plus I never buy warranty and customer service and returns are not an issue for me. I rarely ever go to shop in this day and age for the need to see a warm glowing sign and a bunch of stuff placed in my eye line to buy it.
I sit at home and order from the cheapest provider I can find. Simple.
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There are probably a lot of people who shop in exactly the same way as you, but I can guarantee that the Christmas adverts add significant value for John Lewis, if it didn't they wouldn't run them.

In terms of direct benefits brought about by the advert you can probably count things like; buzz (weird as it may seem these adverts are water cooler fodder), brand awareness (you may know JL but it elevates the brand in the psyche of the nation), brand image (direct link to Christmas, impression of the brand as inherently British, a family retailer, approachable retailer, all evident from the advert). All of this is inherently valuable to the brand.

At the end of the day the retail market is cut throat and competitive, it's incredibly difficult for a retailer to compete on price so they diversified their brand in other ways.

I get that you aren't swayed by either the advert or any of the value adding aspects of the John Lewis brand, but you're not the market they're trying to influence.
 
Billies Bangers said:
I'm with you 100%. I may shop at discounters for my food and TBH shops like Lidl actually sell very good stuff and for example all their meat is sourced from British farms. They do sell some strange goods for a supermarket though. I purchased some gardening tools whilst buying our food shopping and they really are good quality tools, all German.

However, for any sort of considered purchase I nearly always use JL - a great shopping experience. I have to say Richer Sounds are pretty decent too for electrical items.
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I did a similar thing with JL, I was buying a DSLR, when I first started shopping around the price with a discounter was so low that it made sense to me to purchase from them, however I wasn't ready to buy, I was just researching. By the time I was ready to make the purchase the price had narrowed, JL were still more expensive, but the difference was less, so I valued the added extras as more valuable than the difference in price, so I went with JL.

As far as brands go and as a procurement professional I have a great respect for them, I may not use them often but the way they have diversified their brand offering is textbook.
 
ChroniC said:
None of those things are apparent from the advert though.
Plus I never buy warranty and customer service and returns are not an issue for me. I rarely ever go to shop in this day and age for the need to see a warm glowing sign and a bunch of stuff placed in my eye line to buy it.
I sit at home and order from the cheapest provider I can find. Simple.
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So basically, you aren't in the demographic they aim their ads at?
 
FortuitousFluke said:
These ads are astounding from a brand awareness point of view. Over the last few years John Lewis have managed to position themselves as a retailer who is synonymous with Christmas, that's not a bad position to be in. I would hazard that if you asked 100 individuals to name a retailer they associate with Christmas a good portion would mention John Lewis.

The benchmark you use for advertising effectiveness is far too narrow.
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Indeed. The marketing/advertising team they use are very, very good and it certainly gets the brand out there. Linking to what you've already said, people now expect, at this time of the year, what the new advert will be.

:)
 
ChroniC said:
None of those things are apparent from the advert though.
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So what? The advert wasn't designed to convey those things.

I mean Coca Cola has a Christmas advert with Santa on some Christmas themed Coca Cola Lorries. That advert doesn't mention any comparison between them and Pepsi which you cite as a reason for choosing them just as the other poster cites good customer service as a reason for choosing John Lewis.
 
dowie said:
So what? The advert wasn't designed to convey those things.

I mean Coca Cola has a Christmas advert with Santa on some Christmas themed Coca Cola Lorries. That advert doesn't mention any comparison between them and Pepsi which you cite as a reason for choosing them just as the other poster cites good customer service as a reason for choosing John Lewis.
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Exactly and it's the same reason I will choose other companies. Nostalgia doesnt make me go all gooey and think I must choose JL.
It's a stupid advert for the easily persuaded.
 
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