The John Lewis Partnership has enhanced its retail media offer by enabling brands to run advertising campaigns beyond its own websites, including on streaming services and popular consumer sites.
Following the successful launch of its onsite retail media platform across JohnLewis.com and Waitrose.com in 2023, the retail giant has partnered with global data and technology firm Epsilon to extend its capabilities offsite.
It said the move allows partner brands to activate video and display ads across connected TV platforms and external digital channels, all powered by first-party data.
John Lewis Partnership retail media lead Jemma Haley said: “This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery.
“It helps us build a detailed understanding of audiences across vastly different purchase journeys, from immediate necessities to more considered items. This will enable our brand partners to target smarter audiences powered by first-party data, helping our customers discover more relevant and tailored brands.”
By leveraging first-party loyalty data and the Epsilon Retail Media platform, advertisers can accurately reach customers across multiple devices and channels, not just when shopping on John Lewis or Waitrose websites.
Research from Epsilon shows that only 10-20% of consumers organically visit a retailer’s site, yet just 37% of retailers currently offer offsite advertising capabilities.
Epsilon president of global and mid-market expansion Tim Frankcom, added: “It’s all too easy to rely on retail media partners that lean heavily on third-party data, but this can result in fragmented targeting and a disjointed customer experience. The John Lewis Partnership is invested in taking a different approach, giving brands access to real identity, not guesswork, and campaigns that truly reflect the customer.”
The offsite service will initially launch as a managed offering, with a dedicated team handling campaign execution from briefing to measurement. The Partnership also plans to introduce a self-service platform to give brands more control over campaign activation and optimisation.
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