John Lewis Partnership has appointed Kevel to power its on-site retail media network across the John Lewis and Waitrose websites.
The partnership will see Kevel’s AI-powered, API-first Retail Media Cloud used to support a bespoke advertising platform across JohnLewis.com and Waitrose.com.
The move comes as John Lewis Partnership continues to build out its retail media capabilities, with online now accounting for 60 per cent of John Lewis orders.
The new platform will allow brand partners to use first-party customer data to target shoppers across both websites, with self-service tools designed to help advertisers launch campaigns more quickly.
It will support native ads and sponsored listings across John Lewis and Waitrose, while display placements are already live. Sponsored product ads are set to follow later this year.
The platform also includes new ROPO measurement capabilities, allowing brands to assess whether onsite retail media has led to sales even when the final purchase is made in-store.
The closed-loop reporting uses data such as loyalty card activity to help measure “research online, purchase offline” behaviour, a long-running challenge for brands trying to understand the full impact of digital retail media.
John Lewis Partnership digital retail media lead Kaitlin Craig said: “This is a huge step forward for our digital retail media offer. With over 160 years in retail, we hold really rich customer insights and we’re now able to share this with trusted partner brands.
“By targeting our retail media, we can improve the experience for brands and customers alike, whether that’s reminding customers of old favourites, or helping them connect with exciting new brands. The early results are exciting, and we’re only getting started.”
Kevel founder and chief executive James Avery added: “The John Lewis Partnership is exactly the kind of retailer Kevel was built for, a brand with deep customer loyalty, rich first-party data, and the ambition to own its media proposition rather than outsource it.
“We’re proud to provide the infrastructure that gives them the control and flexibility to build a media network entirely on their own terms.”
The Kevel deal adds to John Lewis Partnership’s wider retail media activity. Epsilon continues to oversee off-site advertising for John Lewis and Waitrose, including digital display and online video ads across the open web and streaming services, while also offering first-party data and closed-loop measurement.
In November, John Lewis also unveiled a seven-metre digital billboard in the atrium of its Bluewater store, alongside eight custom screens across the shop. Brands including Neff Appliances, Lego, Sony and Samsung were among the first to use the new in-store media formats.
Click here to sign up to Retail Gazette‘s free daily email newsletter
