The department store giant has what its described as an ‘earthquake’ for the retail sector.
Enforced lockdowns saw shoppers turn to ecommerce, accelerating a trend that has been a long time coming for the High Street.
Ms White said that more of the 42 John Lewis stores will not re-open after lockdown - on top of the closure of eight stores already announced.
The department store concept has taking a hefty battering this year. The Covid-19 pandemic finally sealed the demise of Debenhams which had been in an on-off battle for survival for many years.
And House of Fraser under Mike Ashley continues to hold on but warned earlier this month that he would be because of 'worthless' Government help during lockdown.
What can John Lewis do to survive in the new era for retail?
Ms White pointed to a more streamlined estate with John Lewis goods available within designated sections of Waitrose’s stores.
And retail analysts agree with her that there is still a place for Department stores on the High Street but it will need to re-focus to adapt to new shopping habits.
Alex Murray, Principal Consultant and lead for retail practice at Good Growth, a data marketing consultancy that helps brands build their digital channels, said: “The department store as a concept is certainly looking more and more tired. Many brands have upped their game regarding Direct to Customer sales online, especially during the pandemic, and the previous advantages of having brands simply available in one physical place seems to be losing some of its appeal, especially for younger shoppers. Unless a range is sufficiently curated and personalised to shoppers, the one size fits all approach no longer feels like it meets the customer need.”
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Guy Elliott, Senior Vice President, Retail at Publicis Sapient, said there is 'absolutely still a role to play 'for the department store on the High Street.
"Despite the recent demise of many 海角视频 favourites, department stores have the ability to provide a broad range of curated products that allow people to browse, discover and experience without having to traipse from store to store. If well targeted and curated, they have the opportunity to open up to promote new designers, alternate product lines and such. Things that you can’t get from shopping at individual retail stores."
Mr Elliott said he expects that instead of anchoring shopping malls - department stores will adapt to play the role of brand aggregation on the high street.
He added: “They also, arguably, have more ability to blend the physical and digital channels than a shopping mall, with in-store services that complement the online ones (order online, pickup or try on in store, return to store, or even better, return to store with pre-reservation of a different colour/size, integrated loyalty, better targeting, personal shopping etc…).
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Can John Lewis compete online?
One of the things John Lewis has always stood for is its exceptional customer service - how can it deliver that online and do it well enough that it is able to shine in the crowded ecommerce market?
Praised for being employee owned, partners for the first time have not received their yearly bonus and the promise of ‘never knowingly undersold' could be dropped by the brand. Even if it sounds archaic, the pledge does nod to traditional principles of quality and high standards that feel under threat by online retail.
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Mr Elliott said that the key will be for John Lewis to leverage its customer service promise online.
He said: “John Lewis have always been known for their exceptional customer service and support and that is something that can be delivered through a well thought out online channel but will always be exceeded by a good in store experience.”
Mr Murray said that John Lewis is well placed to continue its online growth.
He said: “John Lewis have been very clear that they see a need for a reinvention of sorts - their stated ambition to offer new services and experiences both online and offline will mean some major rethinking of resourcing, processes, and investment. It will be interesting to see if they can leverage their staff to provide the same level of service online as they have traditionally in their stores. Given the trusted nature of the John Lewis brand, they do have an opportunity to make a more humanised service offering a real differentiator.”
What next for the High Street?
Mr Elliott said that store closures are a response to the acceleration of consumer patterns of shopping online.
And where footfall has dropped in town and city centres, it is a needed adjustment if the company is to survive.
Town and city managers will be anxiously waiting to see where the axe falls, particularly in areas that have also lost their big destination shops like House of Fraser and Debenhams.
What will happen to these big buildings left empty by the pandemic fall-out? We are seeing the transformation of the High Street with .
In Exeter, where John Lewis remains the last department store, plans have gone in to create a .
Planning policies will have to be supportive of alternative uses for retail and , said Tim Western, Director of Business Space at JLL Exeter.
He said that if the empty spaces can be filled with new homes, the hope is that the new population will bring life back to the city centre.
He explained: "It's important that our town and city centres continue to provide those leisure spaces and eateries. I am absolutely certain that there will be a bounce back and that will help to create that vibrancy that residents will want to be part of.
"But things take a long time in the property industry and that is where the Government has been good in the High Streets Fund to allow that regeneration to take place. We cannot afford to sit still."
What can John Lewis do to survive? Let us know your thoughts in the comments section below