Paul Coby faces his second Christmas as IT director at department store chain John Lewis. Since joining the retailer in March 2011, after many years as CIO at British Airways, he has embraced what he calls the "retail revolution" brought about by technology, and is leading the IT aspects of the firm's "omnichannel" retail vision to combine physical and digital worlds into a seamless shopping experience. Computer Weekly asked him about the challenges of the seasonal shopping peak.
What have been the main highlights of technology-related work during the run-up to Christmas?

Something that was really exciting for us was the launch of our much-awaited Snowman ad. As we did last year, we launched the ad on social media before it went live on TV and we found that works extremely well. We had well over two-and-a-half million views and that is really exciting to see.
We also have a rather nice John Lewis Christmas annual that we have launched as an iPad app which is downloadable free from the App store. It is a gorgeous printed annual but also an app.
The main point is we are showing how we are integrating conventional advertising with the social media world and finding that things like this do provide a new dimension in connecting with customers.
Would it be right to say that your arrival meant a new push when it comes to technology-led, customer-focused initiatives?
I wish I could say it was all down to me. I have obviously been 2000% behind our “omnichannel” retail vision and working hard to support our colleagues in delivering that. Omnichannel means that when you shop, the experience feels seamless between channels. It is about creating what we believe is a new way people will shop and not just about being in a building or online, but joining these things up.
But it isn't just me and I would not want to come across as "I saved the world". The fact is that at John Lewis it is all about changing the retail world together and I think that we are starting on that – I wouldn’t say we are there. Look at how we really integrate the Christmas experience online, on mobile, Twitter, YouTube. You see how we are talking about things in a very joined up way.
I would also say that we are leading the path in how omnichannel will look. But there is a lot more to come and my colleagues and I are working together to create a picture of how shopping will look like.
Omnichannel means that when you shop, the experience feels seamless between channelsPaul Coby, John Lewis
Can you give an example of a recent client-facing initiative that relied heavily on technology?
One of the things I can claim to be a part of is the store in Exeter. We have taken a building that is half the size of one of our conventional stores and the use of smart IT integrated with the shop experience enabled us to sell a much larger share of our assortment in a much smaller building.
We filled the wall with designs and enabled customers to go to a Johnlewis.com terminal where they could see all the assortment, colors and collect that in-store, have it delivered or pick it up later. It is a great example of how we are starting to integrate both worlds. We also put up screens around which are integrated to the product merchandising system in a very visual and interactive way with lots of information about the products.
What happens to other major ongoing back-office projects such as your electronic point-of-sale (Epos) roll-out during this time of the year?
In preparation for Christmas you stop changing things. It is not the time to make changes to anything. What I have learned is that the retail year is divided into phases. There is the first part of year when you are doing IT work, then there is the clearance in the summer, then a short window in the autumn where you can do some more IT work and after that your job is shut it all down and support the business as you go through what will be an extremely busy time.
With the Epos system in particular, we have been rolling it out throughout spring, then we stopped in the summer and resumed it in the autumn when we had some stores going live. We looked at our infrastructure, expanded capacity and started getting people trained. Then everyone starts getting ready for the peak.