Challenge: John Lewis & Partners wanted to close the gap between the online and in store experience for customers.
John Lewis & Partners chose the Qubist app to close the gap between the online and in store experience for customers through a social marketing program to engage some of its 26,000Partners (employees) across 51 stores nationwide.
Following a successful pilot, Qubist app empowers now Partners to share a range of content, increasing brand engagement and awareness to drive sales and growth.
The retail brand offered Partners the opportunity to exclusively launch its recent Christmas advertising campaign “The Boy and the Piano”, featuring Elton John, across social media two hours before being shared by the retailer itself. Partners used the hashtag #WeArePartnersto share the ad which resulted in it trending on Twitter within an hour of launch.
Eva Bojtos, Senior Manager - Social Marketing Team at John Lewis & Partners, says, “The passion and knowledge of our Partners is very powerful and inspiring. Giving them a way in which to connect personally with customers online provides a deeper more meaningful relationship.
She continued, “The ‘#WeArePartners programme’ is already delivering some great results. We have seen a direct correlation between the activity on the Qubist app and appointments in-store such as with our Personal Stylists.’
Qubist CEO Andrew Seel says: “The Qubist app allows John Lewis & Partners to scale and measure Partner advocacy - inspiring partner sharing with content suggestions and prompts about products, services and events and achieving sustainable sharing through gamification and smart content targeting.
He continued, “For a big brand such as John Lewis & Partners, the opportunity through Qubist is huge - empowering Partners to transform the passion they have to create a highly effective social media strategy to drive the business.”
Qubist’s app enables companies such as John Lewis & Partners to enhance their marketing activities and performance through employee-driven social marketing with a personal, human touch. According to MSL Group
The initial pilot of the Qubist app was across eight stores and Head Office in 2017/early 2018. Partners enjoyed the ease of use of the mobile app, its gamification features and seeing which shop was top of the leaderboard each week, driving engagement.
Qubist provided flexible UK-based strategic support to John Lewis & Partners including onboarding early adopters effectively to the program to transform partners into digital ambassadors. Partners responded well to the personal and human feel to the app and John Lewis & Partners saw extremely good results in terms of reach and engagement.