John Lewis is the most loved brand amongst mums, according to a recent survey conducted by Mumsnet, which was revealed at the Mumstock conference in London earlier this week. However, head of marketing Rachel Swift insists the brand needs to be ‘more fun’.
Swift also stated that “they don’t love us quite as much as you’d think” even though that the brand is scored exceptionally high on quality and value. She said that John Lewis will now go for a more ‘inspirational’ approach in their marketing activity as “we still have a big challenge in that we’re seen as as a very rational brand”.
With John Lewis scoring highest in the survey, Swift accredits this success to the “new my John Lewis loyalty scheme that provides relevant recommendations to mothers”. It was followed by Waitrose, Amazon, Apple and M&S in the survey.
The brand has increased its revenue over the last financial year, with a 6.6% rise to £9.03bn which, according to Marketing Week was due to a strong focus on value and trust within their marketing campaigns.
John Lewis is also set to celebrate its 150th birthday this week celebrating with an advertising campaign set for launch in early May.