John Lewis has unveiled a “premium” retail media proposition at its newly transformed Bluewater store in Kent, Retail Week can reveal.
The revamped department store is the first in the retailer’s estate to debut a 7m-high digital billboard in the shop’s atrium.
It is one of eight “eye-catching” digital screens placed around the store, which have been custom-made and installed by retail media specialists Barrows Connected Store.
The retail media points include four bespoke pillar screens and two digital windows to help drive brand awareness in high-dwell areas in key departments such as beauty, technology and fashion.
John Lewis said the 7m-by-4m screen, suspended above the escalators in the shop’s atrium, will “help bring cinematic above-the-line content to customers”.
The store also features a digital pop-up space, which can be supported by physical in-store displays to help brands stand out and signpost consumers to the full range in-store.
The retailer is already working with Neff Appliances, Lego, Sony, Samsung and Waterstones on its in-store retail media offer.
John Lewis Partnership retail media manager Georgia Riley said: “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.
“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.”
Barrows Connected Store client partnerships director Maddison Vacher added: ‘’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.’’
John Lewis unveiled its newly upgraded Bluewater department store last week, with the retailer spending almost £10m on revamping the store and introducing new homeware and “gift emporium” concepts to customers. It is part of the retailer’s £800m investment to transform all 36 of its stores across the UK.
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