John Lewis retail media unit lets brands run campaigns beyond its own websites
Following the launch of its onsite retail media platform across its own website in 2023, JLP has now partnered with global data and technology firm Epsilon to extend its offsite capabilities.
It said the move allows partner brands to activate video and display ads across connected TV platforms and external digital channels, powered by first-party data.
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'.
The offsite service will initially launch as a managed offer, with a dedicated team handling campaign execution from briefing to measurement. TJLP also plans to introduce a self-service platform to give brands more control over campaign activation and optimisation.
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.
JLP 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.'
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.'
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