The John Lewis Partnership (JLP) has expanded its retail media capabilities, enabling partner brands to now access offsite media.
The advancement will enable brands to activate first-party data-powered advertising campaigns across external channels, including video ads via connected TV and online, as well display ads on consumer websites.
“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 at John Lewis Partnership.
“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.”
The extended capabilities have been launched in partnership with Publicis Groupe-owned Epsilon. Advertisers will be able to leverage the Epsilon Retail Media platform and the first-party data from the John Lewis and Waitrose loyalty schemes to reach consumers across channels and devices.
Previously, the advertising opportunities available via the JLP had been limited to JohnLewis.com and Waitrose.com.
“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.”
