Grocery and department store group John Lewis Partnership has expanded its retail media offer beyond its own websites.
The Partnership, which owns food retailer Waitrose and eponymous John Lewis department stores, will now enable partner brands to advertise using first-party data through other media such as streaming services and display ads on consumer sites.
The retailer, which has until now only offered retail media opportunities through its own sites, descrbed the initaitive as “a big step forward”. It is being run in partnership with technology and data specialist Epsilon.
John Lewis Partnership retail media lead Jemma Haley said: “This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery.
“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 new option will initially be a managed service with “a dedicated team to execute all campaigns end to end from briefing to measurement”, and there are plans for a self-service platform in future “to give brands even greater control over activation and optimisation”.
According to Epsilon, only about 10-20% of people organically shop on a retailer’s website, but most retailers’ retail media propositions do not offer “offsite” options.
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