John Lewis is launching an online chatshow and social media studio to enhance its visibility in AI search results and chatbot recommendations. The department store chain's Gift List “vodcast,” hosted by TV presenter Angela Scanlon, will air on YouTube, with clips distributed across other social media channels. This initiative follows the success of its sister chain Waitrose's Dish podcast.
Gift List vodcast details and guest lineup
The premise of the show involves guests discussing good and bad presents they have given and received. Broadcaster Louis Theroux will appear on the first episode. The series will consist of six episodes running up to Christmas, with more planned if the show gains traction.
AI's growing influence on shopping
Shoppers are increasingly turning to AI platforms like ChatGPT and Gemini for product recommendations, as well as to social media such as Instagram and TikTok. AI large language models tend to prioritize third-party advice and live content when formulating responses, prompting retailers to adapt their marketing strategies.
Outgoing John Lewis managing director Peter Ruis noted that a year ago, only 0.3% of customers used AI large language models for product searches, but that figure has risen to 2.5%, with usage growing exponentially across all age groups.
Adapting to trends and economic challenges
Ruis emphasized the importance of quickly responding to trends with social media clips featuring influencers or experts, such as coverage of the British Museum's Bayeux tapestry exhibition, which is expected to spur interest in cross stitching, or the launch of the Harry Potter TV series before Christmas. This approach has become as crucial as the group's festive TV advertisement or its “never knowingly undersold” price pledge.
Ruis, who departs John Lewis this weekend after nearly three years as managing director, said the company must adapt to an economy that is “a bit swirly.” He called for more government help on business rates, describing the chancellor's budget announcements next month as a “critical period” for retailers.
Despite challenges, Ruis expressed optimism about the Christmas period, citing strong trading this week, recent innovations like modernized cafes and sports departments, and a “toy boom.” Half-year figures will be released next week, and Ruis indicated there is “decent momentum” as shoppers still have money to spend.
The chain recorded record sales of garden furniture, fans, and air conditioning over the summer, but Ruis was cautious about the sustainability of the “Burnham bounce.” He noted, “People are not going to splurge when you have got inflation swirling,” adding, “It's not an easy economy. It's not easy for customers and inflation is kicking in and the fuel pump is costing people a lot of money.”
Ruis's departure and future outlook
Ruis announced his abrupt departure last month, citing plans to “pursue new projects.” He gave no further details but said there is “no misalignment” on strategy with John Lewis's chair, Jason Tarry. “We are getting things done at pace,” Ruis said, adding that it is “far better to leave a winning team at the top of its game” than to depart from a struggling business.
Ruis insisted his exit does not reflect a lack of faith in John Lewis's future, contrasting it with traditional department stores like Harvey Nichols, which was recently bought out of administration by Mike Ashley's Frasers Group. He highlighted that John Lewis sells a third of all UK prams, pushchairs, garden furniture, and latest technology, concluding, “this is not stuff Harvey Nichols can sell.”
