Multidimensional brand tracking

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Basis has worked with John Lewis for several years, and in 2013 we were awarded their Customer Strategy Tracker following an extensive, competitive pitch process.

The objectives were very clear from the outset; John Lewis wanted a strategic tool that could feed into the big decisions, and not a boring, standard tracker with lots of data and little insight. To deliver this, we designed a bespoke tracking programme, following an extensive immersion into the brand and its strategy. This included interviews with stakeholders from across the business, a large scale review of the brand’s strategy and previous insights, and a full immersion into the brand experience (including visits to a large number of stores across the business).

The result was a multidimensional tracker, covering a variety of categories, channels, competitors, and segments, providing John Lewis with clear insights to help shape its strategy.

Michael Chan