John Lewis Partnership has expanded its retail media network to allow partner brands to run advertising campaigns across external digital channels using its first-party data.
The move means brands that work with John Lewis and Waitrose can now place video advertising on connected TVs, including major streaming services, as well as online video and display ads on third-party consumer websites. Previously, retail media activity was limited to the two companies' own digital platforms, JohnLewis.com and Waitrose.com, following the launch of their onsite retail media offering in 2023.
Offsite campaign options
The new offsite media capabilities have been developed in partnership with technology and data company Epsilon. The development enables brands to extend the reach of their campaigns, making use of first-party data derived from John Lewis Partnership loyalty schemes.
This approach, the Partnership said, will allow advertisers to target individuals more accurately across a range of digital channels and devices, independent of whether they are browsing John Lewis or Waitrose websites at the time.
Jemma Haley, Retail Media Lead for the John Lewis Partnership, described the new capabilities as a significant enhancement, providing greater insight and flexibility for brands across both the grocery and non-grocery sectors.
"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 company is seeking to translate its customer data into improved campaign targeting for partners and a more relevant advertising experience for end users.
Context and statistics
According to Epsilon, only 10-20% of shoppers visit retailer websites organically, yet only 37% of retailers have introduced offsite advertising capabilities in their media networks. John Lewis Partnership described its rapid expansion from onsite to offsite offerings within a year as part of a broader commitment to building a connected, omnichannel retail ecosystem. The goal is to unite media exposure with real-world outcomes, supported by real-time, closed-loop reporting.
Tim Frankcom, President for Europe and Asia-Pacific at Epsilon, highlighted the strengths of the new approach compared to more commonly used advertising models.
"The offsite opportunity is enormous and connecting onsite and offsite media remains a key challenge. 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."
Deployment details
The offsite advertising solution will initially be provided as a managed service, with a dedicated team responsible for managing campaigns from briefing through to measurement. John Lewis Partnership also announced plans to offer a self-service platform in the future, which would allow brands greater autonomy over campaign activation and optimisation.
Expanding its retail media capabilities through first-party data is intended to support partner brands in reaching new and existing customers more effectively through a mix of external channels, while maintaining relevance and measurement transparency. John Lewis Partnership said this is expected to strengthen outcomes for both its retail partners and customers.