Department store one of seven to trial sales by iPhone

The window display at John Lewis Milton Keynes
The window display at John Lewis Milton Keynes

A MILTON Keynes department store is encouraging shoppers to used their iPhones to bag bargains in the sales.

Customers can scan barcodes of products featured in window displays at John Lewis in thecentre:mk to take them to the company website where they can complete a purchase.

The virtual window displays will be in place for the whole of the clearance period which ends on January 15 and features thousands of products. The company did not open on Boxing Day and was hoping to turn barcodes into sales.

Simon Russell, head of multi-channel at John Lewis, said: “The window displays form part of our coordinated multi-channel approach which includes the roll-out of free WiFi to our shops, the launch of our iPhone app and the extension of Click and Collect.”

John Lewis Milton Keynes is one of seven branches using of mobile commerce. Additional branches are John Lewis Oxford Street, Brent Cross, Liverpool, Reading, Edinburgh and Peter Jones. The move follows a trial window display in the Brighton Waitrose.

The John Lewis Partnership operates 35 John Lewis shops across the UK (29 department stores and six John Lewis at home), and 271 Waitrose supermarkets. The business has annual gross sales of over £8.2bn. It is the UK’s largest example of worker co-ownership where all 76,500 staff are partners in the business.