John Lewis, the iconic British department store has kept itself in the game despite out-dated technology through powerfully emotional TV spots.

UK department store retailer John Lewis was crowned marketer of the year, for the second year running, by The Marketing Society.

It’s just reward for the brand’s commitment to re-engineer itself to be relevant to today’s shopper.

The brand has been determined to re-position itself in a world where it’s challenged on all sides and its Marketing Director openly admits its internal CRM systems are 15 years behind the leaders in the retail space.

What’s so interesting about John Lewis’ success is that it’s been primarily driven by television and a couple of iconic and very powerful TV spots; last year’s focused on women and this year on kids.

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