Closing John Lewis shops

THE BRIEF

When John Lewis made the decision to close 16 of their shops, I worked on the announcement and communication rollout - addressing both Partners and customers. It was an extremely sensitive task that required an NDA. We worked to tight deadlines under pressure, but it was crucial that all information was accurate, empathetic and clear.

APPROACH

• Worked closely with senior leadership, copy colleagues, Marketing, UX, Legal, Designers and PR to create clear copy that would reassure the user and explain to customers how they could continue their relationship with John Lewis both online and in store

• Gathered all information that needed to be communicated, prioritised messaging from a business and user point of view

• Worked alongside the UX team to optimise FAQs in order to answer the concerns of customers