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John Lewis’ secret to winning at Christmas

Every year the people of the UK (and expats in Australia) wait with baited breath for the latest John Lewis advert, marking the start of the Christmas season and the start of the Christmas competition amongst retailers. For those who aren’t familiar with these adverts, I suggest watching past renditions before reading on; and have a box of tissues handy… So what lessons can we learn from John Lewis to bring our retail businesses Christmas success? Tell a story: The John Lewis adverts an