Julian Burnett, head of IT architecture at John Lewis, spoke at RBTE about how technology innovations are powering a 'retail revolution'.

Burnett shared with attendees the John Lewis approach to trialling new technologies, as well as discussing the retailer's pop-up store in Exeter and its Great British Technology competition.

During his keynote presentation at RBTE on Tuesday 12 March, Burnett emphasised the need for retailers to 'fail fast'. "Try a new technology by all means," he said. "But be prepared to admit it if the technology doesn't deliver the business benefits you had hoped.

"We installed 'Magic Mirrors' in our Oxford Street store. These allow customers to virtually try on clothes and accessories. It was an entertaining in-store experience but it didn't provide an uplift in sales, it didn't create compelling and sustained engagement. It was a bit of in-store theatre, but not something we will be continuing with."

Burnett went on to talk about the department store's pop-up style shop in Exeter, which is about a third of the size of a normal John Lewis store. He said that due to the reduction in floor space, the retailer had to become more ingenious in the way they used technology in-store. Instead of displaying multiple plates on offer, the Exeter store has a 'plate wall' with one of each dish and a kiosk alongside where consumers can order the number they want and have them delivered home.

"Everything that we do is about creating an interactive, engaging and energising experience for our customers," Burnett continued. "We are seeing a dramatic pace of change in the retail sector. Retailers need to decide what areas they want to focus on when it comes to acquiring IT assets. That's why at John Lewis we made a conscious decision not to look at any technology unless it passes three tests.

"First of all: Will it add value in all channels for customers? Will it streamline our organisation or will new business processes be required? How will existing systems be impacted and what integration will be necessary?"

It was these questions John Lewis sought to answer when it launched its first Great British Technology Innovation for Retail competition last year. The contest aimed to establish long term working relationships with innovation technology partners.

John Lewis held the innovation event to seek out firms with the technical solutions to real business challenges posed by the retailer.

The three retail scenarios were: Customer collection within John Lewis shops – ways in which to improve the customer and Partner (staff) experience and increase efficiencies; John Lewis children’s shoe department – creating efficiencies around stock management and customer service and market-leading John Lewis Partner knowledge and service – how can this been replicated and communicated on our online channels.

Black Marble’s submission tackled the second option for John Lewis children’s shoe department and its solution centred upon a ‘Help Us-Help You’ system for advance bookings via smart phones which aimed to enhance customer interaction in each shop and ensure customers are served as quickly and as efficiently as possible. The company also suggested an innovative back of house tracking system to better manage stock and inform customers of availability.

Burnett also spoke about areas that John Lewis is currently investigating or trialling solutions for, such as geo location marketing and facial recognition technology, digital wallets and mobile payments. He also said a great deal was going on 'behind the scenes' with innovations in trial at the moment with Google apps.

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