CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:John

Lewis

&

Partners

in

the

UnitedKingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

JohnLewis

&Partners’performance

inthe

furnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

John

Lewis

&

Partners

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??JohnLewis

&Partners’

branding

resonates

more

with

?JohnLewis

&Partnersrankssixthinawareness

withinGen

Xthe

furnitureonline

shopmarket?JohnLewis

&Partnersgenerally

appealsto

womenmore

than

men?Thepopularity

ratingof

JohnLewis

&Partnersis

31%?JohnLewis

&Partnersrankseighthinusage?Among

JohnLewis

&Partnersenthusiasts,49%

fallunderthe

high-income

category?Interms

of

loyalty,JohnLewis

&Partners

isfifth

intheUnited

Kingdom?Consumers

want

theirfurnitureonlineshop

brandstohavehonesty

/trustworthiness,

reliability,andhighvalue?JohnLewis

&Partnershasascore

of

15%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

John

Lewis

&

Partners

at

89%Brand

profile:

snapshotBrand

performance

of

John

Lewis&Partners

intheUnitedKingdom89%80%31%15%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,105,

respondents

who

know

the

individual

brand

(popularity),

n=1,105,respondents

who

know

the

individual

brand

(usage),

n=153,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,105,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

&

Partners’

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJohnLewis

&Partners

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatJohnLewis

&Partners

islikedby11%

ofBaby

boomers

and

31%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is10%

and28%,

respectively.31%28%27%22%11%ForMillennials

andGen

Z,

36%

and

22%

feel

positivelytowards

John

Lewis

&Partners,

versus

36%

and

27%.Socurrently,

forJohnLewis

&Partners,

Gen

Xconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=338,

John

Lewis

&Partners

enthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

&

Partners

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

JohnLewis

&Partnersshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JohnLewis

&Partners

hasasimilar

proportion

of

LGBTQIA+50%50%54%54%

ofwomen

likeJohnLewis

&Partnerscompared

to46%

of

men,whereas

forthe

overall

industry,50%

ofwomen

usefurnitureonline

shopscompared

to

50%

of

men.88%89%consumers

when

compared

totheindustryusers

ingeneral.8%

of

JohnLewis

&Partnersenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=338,

JohnLewis

&Partnersenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

John

Lewis

&

Partners

enthusiasts,

49%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.16%16%Single37%21%22%CoupleSingleparentNuclear49%

ofJohn

Lewis

&Partnersenthusiastsare

from

high-incomehouseholds.JohnLewis

&Partners’

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,33%

ofJohn

Lewis

&Partnersenthusiastshavethiscurrent

livingsituation.49%7%10%33%29%37%27%32%Multi-generational3%2%15%16%ExtendedOther19%4%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=338,

John

Lewis

&Partnersenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andhighvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%JohnLewis

&Partners

users

alsoappreciate

these

key

attributes,indicating

John

Lewis

&Partnersexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatJohnLewis

&Partnersenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityInnovationInclusivenessFriendlinessJohnLewis

&Partners

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=153,

JohnLewis

&Partnersusers’,n=338,

JohnLewis

&

Partners

enthusiast,

n=1,024,

furniture

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

John

Lewis

&

Partners

fans,

25%

state

that

they

get

excited

aboutfurniture

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?38%33%31%25%24%20%

20%20%18%17%16%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=338,

John

Lewis

&Partnersenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

John

Lewis

&

Partners

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinthe

United

Kingdomis79%.Awareness

ofJohnLewis

&Partners,

however,

is

at89%.Awareness31%

ofUK

furnitureonline

shopusers

say

theylikeJohnLewis

&Partners,

compared

toanindustryaverage

brand

popularity

of32%.BuzzPopularity14%

ofindustryusers

intheUnitedKingdomsaytheyuseJohnLewis

&Partners,

with

the

average

usageofabrandat17%.80%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.JohnLewis

&Partners

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

15%

compared

to18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,105,

respondents

who

know

the

individual

brand

(popularity),

n=1,105,respondents

who

know

the

individual

brand

(usage),

n=153,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,105,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

&

Partners

ranks

sixth

in

awareness

within

the

furniture

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJohnLewis&PartnersRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1AmazonArgos96%95%95%93%92%89%87%87%85%84%11%23IKEA4B&Q5M&SUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6JohnLewis&PartnersDunelmdfs78Outofallrespondents,

89%

were

aware

of

JohnLewis&Partners.

Thisranksthemsixth

compared

tootherbrandssurveyed

inthismarket.89%9HomebaseDreamsAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

John

Lewis

&

Partners

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJohnLewis&PartnersRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1IKEA54%53%47%45%37%36%31%31%25%24%2AmazonArgos31%34DunelmTheRangeB&QOutofconsumers

who

knew

thebrand,

31%

saidtheyliked

JohnLewis

&Partners.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.567M&S69%8JohnLewis&Partnersdfs9PopularityN/A10Homebase14

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,105,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

&

Partners

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofJohnLewis&PartnersRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1AmazonArgos14%233%3IKEA32%Outofconsumers

who

knew

thebrand,

14%

saidtheyused

JohnLewis

&Partners.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4DunelmB&Q26%522%6TheRangeM&S20%715%8JohnLewis&PartnersHomebasedfs14%86%910%UsageN/A1010%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,105,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

John

Lewis

&

Partners

is

fifth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJohnLewis&Partners’

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1IKEA20%2Amazonwayfair87%386%4Argos82%5JohnLewis&PartnersDunelm80%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7TheRangeHomebaseM&S80%878%80%978%Outofrespondents

whohaveused

JohnLewis

&Partners,

80%

said

theywould

usethe

brandagain.LoyaltyN/A10studio76%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=153,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

&

Partners

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJohnLewis&PartnersRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon15%2IKEA32%3Argos31%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutJohn

Lewis

&Partnersinthemedia.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.4B&Q27%5dfs21%6Dreams19%7Dunelm19%8M&S18%85%9Furniture

VillageJohnLewis&Partners17%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,105,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivend