Department stores and grocery group the John Lewis Partnership has struck an alliance with specialist partner Kevel to ramp up its retail media proposition.
The Partnership, which owns food retailer Waitrose and the eponymous John Lewis department stores business, has worked with technology specialist Kevel to “develop a bespoke advertising platform that delivers advanced targeting” for retail media customers such as brands.
The platform will enable brands to track the impact of online campaigns, even when purchases are made in store. It will allow “advanced targeting” and brands’ access to first-party data will mean they can “reach the right shoppers at the right moment”.
The platform includes closed-loop reporting designed to reflect the ‘research online, purchase offline’ shopping habits of customers. The retailer said that, for the first time, brands can track whether their campaigns have delivered sales, online or in-store, through data such as the use of a loyalty card.
John Lewis Partnership digital retail media lead Kaitlin Craig said: “This is a huge step forward for our digital retail media offer. With over 160 years in retail, we hold really rich customer insights, and we’re now able to share this with trusted partner brands.
“By targeting our retail media, we can improve the experience for brands and customers alike – whether that’s reminding customers of old favourites, or helping them connect with exciting new brands. The early results are exciting, and we’re only getting started.”
The platform is being rolled out in phases. Display placements are now live across John Lewis and Waitrose, and sponsored product ads will follow later this year.
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