John Lewis launches home broadband service
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John Lewis launches home broadband service |
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Sat, April 21, 2012
The department store John Lewis has become the latest high-street retailer to enter the broadband market.
It will compete against the likes of BT Virgin Media and Sky as well as Tesco which moved into broadband in 2009.
John Lewiss entry comes two years after it started selling insurance in an effort to enter new markets.
John Lewis which is also offering combined home phone packages say they are giving customers an upfront and transparent price on a range of broadband and phone packages with no hidden costs.
They will provide three levels of home broadband ranging from £11 to £25 a month on a 12-month contract plus an extra £13.50 for home phone line rental.
This is more than its competitors who offer packages starting at under £5 but John Lewis hopes that customers will be willing to pay a premium for the trusted name and their Never Knowingly Undersold pledge.
We know our customers want the same honest and trustworthy experience from their internet provision as they would expect from any product they buy from us said Adam Brown of John Lewis Telecoms.
In aiming for on quality and transparency rather than competing on price the retailer is following the model of its successful home insurance which has seen an increase in uptake of 45 per cent a year since it launched two years ago.
Although the retailer reported a fall in profits last year it has enjoyed a good Easter period with Good Friday week sales rising by 25 per cent year-on-year.
Waitrose which is owned by the John Lewis group will see its broadband service phased out over the coming months.
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