Why omnichannel retailers won at Christmas

The numbers are telling. Over the six weeks to 31 December, online accounted for 40% of total sales at John Lewis, while sales from mobile devices were up 80% and now account for 37% of all traffic to the John Lewis website. To put these figures into perspective, shop sales at John Lewis were up just 0.8%, with the vast majority of consumers clearly preferring the convenience of online or click-and-collect.
It’s a similar story at its rival Marks & Spencer. More than 30% of the retail