John Lewis & Partners interview questions

I interviewed at the Oxford Street store. There were 12 people scheduled to interview but only 6 or 7 arrived. A John Lewis employee escorts your group to a room where you all fill in an availability form and then you have a one-to-one with a section manager or HR where they ask you basic retail questions and work preferences. This one-to-one takes places in a large room where the other candidates are also having their interviews. After the one-to-one-one you return to the previous room and sit in small groups (3 in my experience) and do a group exercise whilst being watched by two JL employees. The group exercise was to design a leaflet for new JL employees giving them advice on ways to give good customer service, enhance product knowledge and deal with complaints. The group then has to choose one group member to present the group's findings. I was declined a week after interviewing, despite being chosen to present and scoring almost perfect scores, according to feedback. So, I don't know what they're looking for.