The John Lewis Partnership (JLP) has advanced its retail media offer, with brands working with its John Lewis and Waitrose chains now able to access offsite media capabilities.
The move means brands will be able to activate advertising campaigns across a range of external channels, all powered by first-party data. The new options include video ads via connected TV, including on leading streaming services, as well as online videos and display ads on popular consumer websites.
Since the launch of its onsite retail media offer in 2023, advertising opportunities have been limited to JLP’s own John Lewis and Waitrose websites.
The advancement is being made in partnership with Epsilon – a leader in technology, data and services – and marks a significant step forward in expanding the retail group’s retail media network.
“This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery,” said Jemma Haley, Retail Media Lead for JLP.
“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 activating first-party data from their loyalty schemes and using the Epsilon Retail Media platform, JLP stated that it is enabling advertisers to reach individuals accurately across multiple channels and devices, not just when they’re on the John Lewis or Waitrose websites.
Data from Epsilon shows that as few as 10-20% of people organically shop on a retailer’s website, yet only 37% of retailers provide offsite capabilities in their media network.
The offsite solution is initially launching as a managed service, with a dedicated team to execute all campaigns end-to-end from briefing to measurement. JLP revealed that there are plans for a self-service platform in future to give brands greater control over activation and optimisation.
“The offsite opportunity is enormous and connecting onsite and offsite media remains a key challenge,” said Tim Frankcom, President, Europe and APAC, Epsilon.
“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.”
NAM Implications:
- Adding offsite capabilities to their Retail Media offering gives JLP access to the RM advantages shared with 37% of retailers.
- Meaning they are at an advantage to the retailers that still do not offer offsite capabilities.
- A pointer for rivals.
- And an opportunity for JLP suppliers…
