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John Lewis Christmas ad trails rivals for converting shoppers

The John Lewis Christmas ad has scored lowest in a poll of Christmas ads in terms of converting viewers into shoppers, despite achieving the highest score in terms of emotional engagement of the three ads tested.

The research, carried out by Vision Critical, measured real time consumer responses to John Lewis, Boots and Marks & Spencer’s Christmas TV ads.

 

It found that John Lewis’ snowman love story ad scored the lowest in terms of converting audiences into shoppers. Just 13 per cent of viewers said they would definitely buy from the retailer after seeing the ad compared to 14 per cent who would shop with Boots and 20 per cent who would shop with M&S.

 

To read the full story from Marketing Week click here