John Lewis has relaunched its Bluewater Shopping Centre branch with a “unique and premium” retail media proposition.
In partnership with digital in-store media business Barrows Connected Store, the department store retailer has installed eight digital screens for curated content at its Kent-based branch. The high-definition displays include four bespoke pillar screens, two digital windows, a seven-metre digital billboard, and digital pop-up space.
“The power of in-store media lies in a delicate balance: exciting the customer, maintaining the retailer’s core aesthetic and environment, and, crucially, allowing brands to connect with customers and ultimately drive sales,” said Georgia Riley, Retail Media Manager at John Lewis Partnership.
“We’re proud to be delivering a unique and premium approach that fits with the John Lewis brand and appeals to our customers. The branch has just opened, but feedback has already been overwhelmingly positive.”
The screens have been placed in high-dwell areas in departments including beauty, technology, and fashion. Meanwhile, the digital billboard is suspended above the escalators in the store’s atrium. The pop-up space can be supported by physical in-store displays, and is aimed at helping brands to sign-post customers to their full range in-store.
‘’The screens have been engineered and strategically placed to achieve maximum visibility and impact, giving brands a powerful platform for immersive digital storytelling and allowing them to connect with shoppers on a truly meaningful level,” said Maddison Vacher, Client Partnerships Director at Barrows Connected Store.
Early brand partners include Neff, Lego, Sony, Samsung, and Waterstones.
