John Lewis has announced plans to launch a mobile-optimised version of The site will go live in the second week of October and will enable customers to make purchases from the full website as well as locate their local shop.

The retailer says customers will be able to access the new site by typing into their browser or simply use the general website address and it will automatically redirect to the mobile version of the site.

The decision has been made to launch a functional and transactional mobile site, which customers can access easily from any internet-enabled phone, to get a better understanding of customers’ needs before seriously considering developing mobile applications.

This new site, the company believes, will act as an enabler for a future mobile application and will look at app development when the site is fully established. The retailer is thought to be planning an app that will focus on the experience of shopping and the personal relationships that a customer develops with retailers.

The site was created in-house by the user experience and web design team at John Lewis, and developed with third party vendor, Usablenet.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit