The Challenge:
Continually improving customer experience in the highly competitive retail sector is huge. ChargeBox and British department store John Lewis commissioned an independent study conducted by Ink to determine the effectiveness of providing free phone charging stations in-store.
British department store John Lewis identified free charging as a service that met a customer need and would also be a powerful tool in keeping customers happy in store for longer, whilst also giving them an additional reason to visit in the first place.
It was important for John Lewis that its charging partner had a similar ethos for customer service and could also give the retailer in-depth usage data to help inform the customer journey.
The Solution:
John Lewis has ChargeBox ‘lock and shop’ systems in the majority of its UK stores, enabling customers to safely and securely leave their mobile phone to charge while they enjoy the stores’ facilities.
ChargeBox units are strategically positioned and regularly reviewed and informed by real-time usage data to help clients understand user behaviour, such as peak times for phone use.
The remotely controlled 19-inch LCD screens that can relay brand messages are used for additional signage and promoting in-store offers at John Lewis.
Business Benefits:
Independent research to look at the return on investment of charging at John Lewis stores revealed results that were overwhelmingly positive — showing that ChargeBox drives both behavioural and attitudinal changes.
The majority of ChargeBox users spend more money than the average shopper (86%), they stay in-store longer (+28 minutes on average) and they have larger average basket sizes (+28%).
Not only does the service make shoppers feel more positively about John Lewis (92%), 82% of those aware of ChargeBox said it also influenced their decision to visit the store.
What they’re saying:
A John Lewis spokesperson told ChargeBox: “At John Lewis we’ve always been passionate about providing our customers with the very best service, and offering free phone charging in our shops is one of our ways of enhancing the customer experience. We’ve seen great feedback from customers on social media, so we’re thrilled that this addition to our shops has been a success.”