Sells everything, INCLUDING the kitchen sink. (John Lewis)

Member Name: sallycinnamon78

Product:	John Lewis
Date:	20/04/06 (1109 review reads)
Rating:

Advantages: Excellent quality goods, friendly staff, freedom to browse, huge product range.

Disadvantages: Relatively expensive, store layout confusing, can be hard to find assistance during busy times.

Our nearest branch of John Lewis is in Welwyn Garden City, and I was initially bewildered to discover that life seems to revolve around that store. Until recently the town centre has been totally dead each Monday. Puzzled, I did a large survey of customers in WGC town centre, and found that the most common reason for this quietness was John Lewis being shut on Mondays. Sure enough, since ithe store has changed its opening days, Welwyn Garden's shopping habits have varied accordingly.

This may have a lot to do with the history of shopping in Welwyn Garden City: before the company arrived here in 1983, the store site was a social centre for the town, offering shopping, refreshments, a launderette, and a venue for meetings and dances. Although John Lewis doesn't provide several of these, it is still a central part of the community. In fact, several department stores in the town introduced new sections after seeing how successful JL was in these areas. Nobody can deny its commercial (and, in this branch's case, social) influence.

The store is in a well publicised, accessible location; its front is attractive, with well lit displays. The Welwyn shop offers a wider variety of services and products than many people realise: alongide bra fitting and specialised home furnishing guides, one can have their baby's handprint encased and framed. Various other unique and charming oddities are on offer. As such personalised service is rare in this day and age, it might be worth advertising these further in the local and national press.

This store's success is largely dependent upon its professional and helpful sales team. John Lewis is famous for its great customer care, and I have always been impressed with the atttitude of their staff. A clearly visible customer feedback box would be helpful in establishing customer needs and desires: although there is a dedicated customer services department, it is on the 2nd floor and is not easily accessible to all.

There does appear to be a staffing issue here that lowers the high standard somewhat: not all bases are well covered. More effort could be made to establish customer needs on the shop floor. The management team - whose members are present in each department - ought to ensure that assistants are available throughout the store to help customers, during busy periods in particular. This would really make the shop's service outstanding.

More vigilance on the shop floor could minimise security risks: in a store this size, shoplifting is likely.

The only part of this store that I was not entirely impressed with was the childrens shoes department. I have run a kids shoe shop myself and know the procedures. While observing the department in Welwyn, I thought more expertise could have been evident. Although fitting shoes is obviously, and quite rightly, time consuming, there was an overly long waiting time when I visited, despite this not being the Back to School period or during the busier times of day.

John Lewis is certainly not cheap; however, you do pay for quality goods. The Welwyn Garden store has a surprisingly wide range of products in most sections. Certain areas of the shop are, at times, quite low on stock. During quieter periods, team members could replenish and merchandise more. You can't sell something if customers don't know it is there, and can't see it!

John Lewis must maintain its position as market leader in order to grow further. The Partnership may find that major competitors, who are also long established, may gain market share (thanks to factors such as the rebranding of Marks and Spencer, and more department store openings as Debenhams have acquired former Allders stores). Superstores mushrooming in out-of-town centres also provide a wide range of specialist goods in collective outlets, these areas become John Lewis' rivals. Newer players in the industry, eg online retailers who have passed the market entry barrier, frequently offer the lowest market price while establishing themselves. This may well affect the traditional department store's popularity and performance.

However, as John Lewis has the advantage of its excellent reputation, I believe it will thrive as long as the stores continue to provide great service, expert advice, and a wide variety of products. John Lewis could make use of advancing technology to remain ahead of the competition.

Summary: The alleged Mecca of Welwn Garden City.