John Lewis has hailed the success of its “omni-channel” strategy during the festive season.

The department store performed strongly during Christmas, with like-for-like sales rising by 6.9 per cent in the five weeks to December 28th.

This was fuelled partly by an extensive promotional campaign, including a TV advert that attracted millions of views on YouTube.

Consumers also snapped up soft toy versions of the bear featured in the ad, while the soundtrack – a cover of Keane’s Somewhere Only We Know by Lily Allen – hit the top spot in the charts.

John Lewis enjoyed particularly strong online sales throughout Christmas, with web-based transactions generating nearly a third of its festive income.

Managing director Andy Street noted that many online shoppers bought items via mobile devices, but stressed the “in-store sale is well and truly thriving” too.

“With new highs in branches as well as for, this has been a genuine omni-channel Christmas,” he commented.

John Lewis Christmas trading statement – five weeks to 28 December 2013, John Lewis

Posted by Robin McCrink