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John Lewis mulls entry into mobile phone sector

John Lewis is reportedly weighing up a move into the lucrative mobile phone market as part of its strategy of using trust in the brand to diversify its product range.

John Lewis: ponders move into the mobile phone market

John Lewis: ponders move into the mobile phone market

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The department store chain is currently experiencing booming sales of consumer electronics and has told The Daily Telegraph that a move into the mobile phone sector is "definitely on the radar".

A move into mobile phones fits into the John Lewis strategy of carefully considering any product extensions.

Last year, marketing director Craig Inglis told Marketing that John Lewis was careful not to "go into some random other diversifying product area and try and over-leverage the brand".

He added: "There are so many areas we could potentially go into…and in electricals, people would want more than just the electrical products."

News of a potential entry into the mobile phone sector comes as John Lewis focuses on extending its broadband offer and it has today unveiled a deal that will allow all customers six months free broadband when they buy any web-enabled product.

The department store chain claims it currently sells five tablets every minute, meaning a large number of customers would be exposed to its broadband offer.

Adam Brown, buyer of tablets and telecoms at John Lewis, said: "Consumer demand for internet enabled technology has never been as high – 80% of the technology products we sell are internet-ready.

"We know that many consumers are left disappointed by the level of customer service they get from their broadband provider and frustrated at misleading and complicated offers, so we're determined to bring John Lewis levels of excellence, simplicity and value to the broadband market."

This article was first published on marketingmagazine.co.uk

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