Today, John Lewis has revealed details of a new 'concierge style' shopping experience which the retailer will trial at its new service-led shop in Oxford which opens its doors next Tuesday. The initiative forms part of the company’s plans to reinvent the department store.

With one fifth of its floor space dedicated to services and experiences, the Oxford store will offer 21 services including free technology training workshops to help customers get the most out of their purchases and learn about the latest technology; carpet and flooring estimates and fitting; home design; home appliance installation and disposal; light installation; made to measure curtains and blinds plus fitting; and Smarthome product advice.

At the heart of the three-floor, 120,000 sq ft shop will be an Experience Desk where customers will be offered a 'concierge style' service to help them plan their day. Service partners will be able to tell them everything the store offers, book them into one of the exclusive events happening that day, help them choose the best partner for their styling or home design appointment or book them a table at the Scandinavian rooftop restaurant KuPP. Customers will be able to buy one of five newly created Gift Experience packages including the creation of a bespoke one with assistance from a partner.

For the first time John Lewis will trial 'hotel style' tours to show customers around the new store. The 322 partners recruited to work at the new shop have been given bespoke 'theatre training' in voice and body language skills by The Oxford Playhouse to teach them the art of outstanding service.

John Lewis managing director Paula Nickolds said: 'As part of our plans to differentiate the John Lewis brand and reinvent the department store for the 21st century, our shops continue to be a place where customers come and experience our brand - the physical manifestation of what we stand for.

'More than a route to selling things, our Oxford shop is a place that aims to inspire and delight our customers and is entirely focused on customer experience with partners and finishing details at the heart of that.'

Julie Blake, head of branch John Lewis Oxford said: 'I was thrilled to be asked to run John Lewis's 49th shop and help shape the future of this and other shops.

'My team and I cannot wait to welcome customers into the shop and tell them about all it has to offer; from pampering to fashion advice, dinner at our fantastic new rooftop Scandinavian restaurant and workshops on and demonstrations on the very latest tech products.'

John Lewis has invested approximately £18 million in building the 120,000 sq ft shop - the anchor tenant at the new Westgate development which also opens on Tuesday, October 24. The shop will stock over 55,000 products and more than 1,000 different brands.