Despite conceding online giants such as Amazon now dominate the retail market, John Lewis’s marketing director Becky Brock believes it is human interactions, not just a focus on digital, that will help her brand stand out.

Speaking yesterday (6 October) at the Festival of Marketing, Brock said John Lewis faced “irrelevancy” if it failed to live up to customer expectations.

She explained: “I read an article that very soon three companies – Amazon, Alibaba and eBay – will account for 40% of the world’s ecommerce. This means there’s a real…