Peter Ruis, executive director at John Lewis, is spearheading a strategy to improve customer service by increasing staff presence, akin to Selfridges.
- Six months into his role, Ruis is negotiating with fashion brands for a reduced commission in exchange for deploying more staff.
- The company has a history of adopting innovative working models to meet customer needs, according to a spokesperson.
- Ruis succeeded Pippa Wicks as executive director, having previously held positions at Marks & Spencer and John Lewis.
- Recent leadership changes at John Lewis include the appointment of Jason Tarry and Rachel Morgans, signalling a new era for the company.
Peter Ruis, who assumed the role of executive director at John Lewis in January, is keen to bolster the brand’s customer service by implementing a model reminiscent of Selfridges. This initiative comes as part of a broader strategy to enhance the in-store experience by increasing staffing levels.
Ruis has initiated discussions with fashion brands aimed at reducing the commission John Lewis charges in return for an increased in-store staff presence for their respective concessions. This move is seen as a strategic effort to deliver superior customer service by leveraging the expertise of brand consultants already present in various departments, including fashion.
A spokesperson for John Lewis commented on the retailer’s longstanding tradition of pioneering diverse operational models with its suppliers, highlighting the company’s commitment to customer satisfaction through such partnerships. This approach aligns with Ruis’s vision of enhancing the quality of service customers receive at the department store.
Before his current tenure, Ruis had an extensive career history, having previously worked at Marks & Spencer and John Lewis from 2005 to 2013. He also served as CEO of Jigsaw, a brand that retails within John Lewis, from 2013 to 2018.
The leadership transition within the John Lewis Partnership extends beyond Ruis’s appointment. Jason Tarry, the former CEO of Tesco, is set to take over as executive chair from Sharon White in September. Meanwhile, Andy Mounsey has been named interim executive director of finance since June, and Rachel Morgans, with a notable background at Asos, Topman, and Brown Thomas, was appointed as fashion director in May.
The strategic changes in leadership and customer service approach signal John Lewis’s commitment to refining its retail experience.
