Digital Business Strategies: John Lewis Partnership Case Study Report

This report provides a comprehensive overview of digital business, focusing on the John Lewis Partnership as a case study. It begins with a definition of digital business, its advantages and disadvantages, and its practical applications. The report then delves into emerging digital business models, discussing cybersecurity, ethical considerations, and various models like freemium and marketplace models. Furthermore, it explores the impact of collaborative relationships and strategic alliances facilitated by digital technology, highlighting the partnership between John Lewis and Waitrose. The report also examines the e-commerce principles employed by John Lewis, including how the company adapts to rapid technological changes and adopts new technologies. The analysis covers website usage, data collection, customer experience, and the importance of security and ethical practices within a digital business framework.

Digital Business

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION ..........................................................................................................................4
1.Overview Of Digital Business....................................................................................................4
1.1 Definition of digital business................................................................................................4
1.2Advantages of digital business...............................................................................................5
1.3Disadvantages of digital business..........................................................................................5
1.4 Application to using digital business....................................................................................6
2.New, emerging digital business models............................................................................6
2.1 Emerging digital business model.........................................................................................6
2.2 Discussion on new, emerging digital business models.........................................................7
2.3 Apply on John Lewis partnership.........................................................................................8
3.Impact of new collaborative relationships and strategic alliances through digital technology.. .8
3.1 Definition of collaborative relationship and strategic alliance...........................................8
3.2 Advantages and disadvantages of new collaborative relationship and strategic alliance....9
3.3 Application of collaborative relationship and strategic alliance........................................10
4.E- commerce principles used by John Lewis..............................................................................11
4.1 Define e- commerce...........................................................................................................11
4.2 Discuss what are e- commerce principles...........................................................................11
4.3 E- commerce principles apply on JOHN LEWIS PARTNERSHIPS................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

Executive summary
In the report definition of digital business was described and how it helps in attracting
and satisfying customers. Digital business means use of technology for expanding business and
to reach new target audience. Use of technology can be promotion of products through social
networking sites, websites, advertisement in newspapers, magazines. Advantages and
disadvantages of digital business was discussed.
Digital business provides company new resources for developing product, new
technology like machines, help in identifying needs and requirements of customer, immediate
feedback can be collected from buyers. It also increase profit of John Lewis and productivity of
organisation. Disadvantages of digital business are, there are security issues in saving details
online as competitors can also see and they will set price according to that. Use of technology
make organisation more dependent as for all the work.
John Lewis company use websites for promotion of product and advantages ,
disadvantages and how it was helpful for organisation in creating good image in market. New,
emerging digital business models was defined and discussed,how company is applying business
models for cybersecurity and ethics. In today's scenario company needs to use strong passwords
for safety of data and confidential information.
Employees of John Lewis partnership are following rules and regulations and they did
not leak information. Further, new collaborative relationship and strategic alliance was defined,
advantages and disadvantages of collaboration and strategic alliance was described in the report.
John Lewis was having relationship with Waitrose & partners and there are many opportunities
available for company to explore its business. The relationship between two companies was
build from trust and effective communication. Further, e- commerce was defined and principles
were discussed. John Lewis was applying principles of e-commerce in organisation to move with
rapid changes and adopt new technology.

INTRODUCTION
Digital business refers to use technology which will be helpful in creating new business
models, customer experiences and use of internet to promote products of organisation
(Lopez,2020). John Lewis Partnership is public limited company which is founded in 1929 by
John Spedan Lewis. Its headquarters are in Westminster, London. It provides various products
such as, clothing, watches and jewellery,giftware,cosmetics, housewares, furniture, beds, audio
visual, computing, photography, food and many other products. The company is providing online
products so that consumers can buy easily. Organisation is planning to expand its business and
will use more digital technology(Chen and et.al.,2021).
In present report, digital business, advantages and disadvantages of digital business is
discussed. New and emerging business models are described, definition of new collaborative
relationship and strategic alliance is discussed, advantages and disadvantages of collaboration
through digital technology is discussed. Further, e- commerce , principles of e- commerce and
how it is applied in organisation is described.
1.Overview Of Digital Business
1.1 Definition of digital business
Digital business refers to creation of new business design by providing digital facilities
like online shopping which is easy for buyers. All the organisations nowadays are providing
facility to buy online products as it helps in increasing sales of company and profit is also
increased. It is easy for buyers to purchase products online because it is simple and comfortable
mode and prices are low as compare to buying products from shops. Expanding business through
online sites means adopting new technology and trends(Chi and et.al., 2018).
John Lewis Partnership is selling its product and they generate good revenue and they
make innovation in products to attract customers. Search engine operation also helps company in
developing new products and company should move with changing technology in market. If
company want to maintain its position in market then they should use the latest techniques to
attract customers.

1.2Advantages of digital business
There are many advantages of digital business are, it enhances data collection as it creates
different ways by which only correct data which is required should be collected and this will help
organisation in saving time (Costa, Soares and de Sousa, 2020).
 Digital business helps in greater resource management as it will help managers of John
Lewis partnership to record and maintain all information of resources in one document so
that it will lead to innovation and company can perform better and efficiently.
 Digital business will help in better understanding customer needs and requirements by
taking help of social networking sites. Today almost all people are using social sites so
company can identify the latest trends in market and what changes or improvement
customer want.
 Better customer experience can be collected by organisation by collecting feedback or
getting reviews from customer. Buyers are having endless choices available in market as
they can purchase online or from shops and there is lot of competition in market so it is
difficulty for customers to choose.
 Digital business helps John Lewis partnership in increasing profit. Company is having
both option to sell products online and on shops. In today's digital world everyone is
having smartphone and they like to purchase products online because they are enjoying
facility of home delivery of products that is provided by organisation.
 Digital business helps in improving productivity of organisation. All the work is done
with the help of technology like orders are booked by buyers through online sites and it is
recorded by company, payment is made online. So, almost all the activities are done
using techniques and it requires less involvement of human resource, it decreases chances
of mistakes (Gierej, 2017).
 It helps in getting immediate feedback from customers. As product is reached to the final
consumer they give feedback or share their views about quality of product.
1.3Disadvantages of digital business
There are some disadvantages of digital business are:

Dependability on technology : Using more techniques by company is not good as
sometimes due to change in softwares company may suffer problem. More depending on
anything is harmful so organisation should maintain records in written for safety as in case if
softwares or computers are not working then working will not stop and company can continue its
work (Gupta and Bose, 2019). Managers of John Lewis company are maintaining records inn
written and save information in computer also.
Security issues: In doing business online sometimes there are security issues as nay be
information get leaked and people have to make arrangement for saving documents properly.
Information of company is not safe on computers and this should be avoided by companies.
Increased price competition : By digital business competition is increased among companies as
all organisations are sharing their information online and everyone can see that. So, companies
are increasing prices and try to generate more revenue.
1.4 Application to using digital business
Nowadays websites are the most common form of digital business which is used by
companies. It is current and greatest marketing tool which is used byJohn Lewis company to
promote brand of company and attract more customers (Khwaja, Mahmood and Zaman, 2020).
There are some advantages and disadvantages of websites:
Advantages are , it provides unlimited information to customers as they can gather
details, bridging the gap between culture gap, provides easy way of communication, follow your
passion, income source, banking services. Disadvantages of websites are, it is risky in privacy,
encourages illegal activity, less productivity, increases expenses, online addiction.
2.New, emerging digital business models
2.1 Emerging digital business model
A digital business model refers to form of creating value on developing customer benefits
by using new and digital technologies. The aim of digital business is to provide customers good
quality services, and they enjoy facilities provided by company (Wiesböck and Hess, 2020).
There are four types of business models I.e., manufacturer, distributor, retailer and franchise. All

these models helps company in generating revenue and expanding business in international
market as well as domestic market. Digital business provides customer good services and they
can easily buy from online sites. Distributor help organisation in delivering products on time to
consumers. As John Lewis is digitalised company they use strong passwords so that company
information cannot be leaked,lock the device when going for lunch break, carry out regular
backups, do not use unknown sites or devices (Kreutzer, Neugebauer and Pattloch, 2017).
2.2 Discussion on new, emerging digital business models
There are many new technology that can be used by organisation to develop new product
or expand its business. Every company should use digital business models and provide good
services or facilities to customers. Every company should give online shopping facility so that
customers can easily buy product and this will help organisation in increasing profit. With being
digitalised company should make necessary policy like, cyber security and ethics.
Cyber security is important because it helps in protecting data, protect health information,
personal information , employees details, accounts details. With use of new softwares and
technology these information should be protected. Proper security is essential when all work is
done online because there are many competitors in market (Makrides, Vrontis and Christofi,
2020).
Proper rules and regulations are to be made by company and ethical code of conduct like
maintain confidentiality, respect customers and give them equal treatment, concern for safety of
buyers. Employees are maintaining confidentiality like do not share important information of
organisation with anyone and do not involve in any fraudulent practices.
There are types of digital business models : freemium model, marketplace model and
using instead of buying. In freemium model customers receive some part of digital service in
which there are limited functions of software. In marketplace model large number of
organisations are doing transactions on regular basis. In this business model demand and supply
are brought together on same platform so it is easy for buyers to purchase and for sellers to sell
their products. In using instead of buying business model means technology or software should
be used and this helps in reaching new target groups , it offers customers an attractive model and
increase competition in market (Montealegre and Iyengar, 2021).

2.3 Apply on John Lewis partnership
John Lewis partnership is one of the famous company across the world and it is
providing its products online so that customers can easily purchase. It is a digitalised
organisation, all the work is done online and using softwares to protect their data. In today's
world security of information is important otherwise company has to suffer loss. John Lewis
Partnership is using proper softwares to protect confidential information. Employees of the
company are not sharing organisation detail with anyone and if they leak any confidential detail
to competitors they are terminated from company (Periáñez-Cañadillas, Charterina and Pando-
García, 2019). All employees lock their screens during lunchtime and they are not allowed to
share information.
3.Impact of new collaborative relationships and strategic alliances through digital
technology
3.1 Definition of collaborative relationship and strategic alliance
Collaborative relationship occur when more than two people are working together in
order to achieve organisational goals. Collaboration is a way that helps John Lewis partnership
in working with different people who have different views and technology. There are some
principles of collaboration are, companies should trust each other, give respect, effective
communication, willingness and empowerment. There are many opportunities that are available
for organisations after collaboration, they can use technology, human resource and brand name
for promotion. John Lewis is having partnership with Waitrose and partners, which are owned in
trust. Skills that are required for collaboration are, adaptability to change, long term thinking and
most important is effective communication because it creates conflicts or misunderstandings
among employees (Polanco-Diges and Debasa, 2020).
Strategic alliance is an arrangement between organisations to mutually undertake benefits
and retain its independence. This agreement is not complex as two organisations with their
mutual consent are coming together to form a separate business entity. Generally, there are three

types of strategic alliance i.e., joint venture, equity strategic alliance and non equity. John Lewis
partnership is also planning for strategic alliance to gain access to knowledge of other company
and resources. To enter into new market company can develop new products through strategic
alliance. There are many resources available and technology is different so John Lewis can make
contact with other organisation from which both the companies will be benefited (Rangaswamy,
and et.al., 2020).
3.2 Advantages and disadvantages of new collaborative relationship and strategic alliance
Advantages of collaborative relationship are :
 It helps organisations in solving problem easily because there are many skilled and
experienced human resource having new ideas and ways to solve the problem.
 New collaborative relationship brings company and people together. As new people come
to company existing employees feel good and some rules are changed. Managers of both
firms make new rules, regulations, policies and procedures (Weill and Woerner, 2018).
 Collaboration will help employees to learn new things from each other. People are from
different background and culture so people gain knowledge from others.
 It helps organisation in effective communication and open new channels for employees to
interact with each other. It will reduce chances of conflicts and misunderstandings among
workers and lead to effective productivity.
 Collaboration helps in boosting morale of workers across organisation. People will be
motivated and they will work better.
Disadvantages of collaboration are:
 It lead to loss of flexibility in working conditions and practices. When new rules and
regulations are made then it is difficult for employees to follow.
 Collaboration will lead to complexity in decision making process and loss of powers. All
policies and procedures will be changed so employees will face problem in taking
decisions (Remane and et.al., 2017).
 Sometimes, new collaborative relationship damage brand reputation as other company
may use name of organisation in wrong way.

 Aims and objectives are not achieved because employees needs training for using new
technology and resources.
Advantages of strategic alliance :
 It helps organisation to reach more customers because both companies are having their
existing consumers so when they combine and develop new product, they can promote
their product.
 Strategic alliance provides opportunity for future growth of both the organisations.
 Expand the business in international market as well as domestic market.
 It helps employees in gaining knowledge from each other and develop new product for
customers.
Disadvantages of strategic alliance:
 It may lead to weaker management involvement because they will make new policies and
handle other issues so managers will not able to concentrate on work.
 If strategic alliance is done with the organisation in same country then may be company
make wrong use of brand name (Van Loo, 2019).
 In strategic alliance there is less efficient communication because management are not
focusing on company an employees.
 Poor allocation of resources and it is difficult to achieve objectives on time because of
improper management and it will take time to be comfortable with new technology.
3.3 Application of collaborative relationship and strategic alliance
John Lewis Partnership is already having collaborative relationship with Waitrose and
partners. This relation is build on trust and they are working together from many years. John
Lewis is the famous organisation in UK which provide good services to its customers at less
price as compare to other companies. Organisation is planning to use strategic alliance for
developing new product. In today's world company can use websites to find firm which matches
need of John Lewis partnership (Standing and Mattsson, 2018).

4.E- commerce principles used by John Lewis
4.1 Define e- commerce
E-commerce also known as electronic commerce. It refers to selling of goods or services
using the internet and transfer of money and data to execute the transactions. E- commerce is
powered by the internet, where customers can access an online store to browse through, and
place orders for products or services via their own devices (Wirtz, 2019).
4.2 Discuss what are e- commerce principles
 User Friendliness – An e- commerce site is easy to navigate. An easy search process
allows the customers to reach various products or services which attracts the customers
for desire to buy. The websites should be clear in details, brief, which helps in
understanding the products and does not require physical appearance to see the product.
 Unique Design Elements- There is a uniqueness in the design template which attracts
the customers over their competitors. The inventive design will compel the customers to
browse a site and offers to impress the customers effortlessly.
 Responsive Technology – People are not patient enough to wait for the loading pages
and will quickly switch to other possible choices. Having a non- responsive website will
definitely affect the business and may have fear for losing the potential clients.
 Know Your Target Audience – Audience play a very important part in e- commerce.
An organization can know the target audience and accordingly to that can design the
templates, modify the changes which will satisfy the customers.
 Emphasize on Security – Users, who is opting to buy the products, need assurance that
his/her personal and financial details ae safe and are not going to share them with any
other party. Make sure that payment gateway is safe and secure which will directly affect
the leads and sign ups, ultimately resulting in hammering the sales target badly.

 Effective Product Descriptions – Product descriptions on the site are very crucial and
can influence the buyer 's purchasing verdicts. The fonts, descriptive text, images and
videos helps the buyers to relating his buying needs. This may be not an essential part of
the design, yet paying attention to these details can definitely increase the Return On
Investment in the long run (Schwertner, 2017).
4.3 E- commerce principles apply on JOHN LEWIS PARTNERSHIPS
 User Friendliness- There is a friendliness environment for customers in JOHN LEWIS
PARTNERSHIPS. An easy search process allows customers to reach the various
products which helps in buying the desired products of his/her own choice. The company
are clear in their details, brief, features of the products which helps in understanding the
pros and cons of the products.
 Unique Design Elements- There is a uniqueness in their design elements which attracts
the customers towards the product. They also take the help of experienced web designers
to make sure that website look more professional. To make the buyers notice among the
elements, the company implement some bold and unusual components in the design so
that they remember for long time.
 Emphasize on Security- There is a properly security program which helps the customers
about his/her personal and financial details are safe and are not going to share with any
third party. Company has proper payment gateway system which is safe and secure which
leads to increase in their signs up, ultimately resulting in increasing the sales targets.
 Responsive Technology- There is a proper use of technology which have a favourably
impact on the company helps in dealing the customers problem in the systematic manner.
Having a non-responsive technology will definitely affect the business and may have fear
of losing the potential clients (Zhu and et.al., 2020).