John Lewis to open VIP lounge for loyalty scheme members
John Lewis is to open a VIP area in its flagship store in London’s Oxford Street as it looks to drive more customers into its shops.
According to The Telegraph, the John Lewis Lounge will open on Tuesday 4 November for members of the retailer’s loyalty card scheme. Customers will be able to get a complimentary glass of sparkling wine or a cup of coffee, as well as access hand and arm massages and Waitrose chocolates.
John Lewis will be trialling the new offering until Christmas. With the space able to accommodate up to 30 people each hour, members of My John Lewis will be able to book slots for entry in advance or just walk in if there is space. They will also be able to bring two guests with them.
Rose Hanley, John Lewis brand director, told The Telegraph that the scheme was about rewarding loyalty with a premium experience. She added: “This trial is a perfect example of our wider strategy: investing in our stores to offer unique, service-led experiences that our customers can’t get anywhere else.”
