Expanding Retail Media Capabilities Beyond Websites
- John Lewis Partnership expands retail media offer with offsite advertising
- Partners with Epsilon for enhanced capabilities
- Advertising campaigns on streaming services and consumer sites
- First-party data powers video and display ads across multiple devices and channels
The John Lewis Partnership has expanded its retail media offer by enabling brands to run advertising campaigns beyond its own websites, including on streaming services and popular consumer sites. Following the successful launch of its onsite retail media platform across JohnLewis.com and Waitrose.com in 2023, the retail giant has partnered with global data and technology firm Epsilon to extend its capabilities offsite. This move allows partner brands to activate video and display ads across connected TV platforms and external digital channels, all powered by first-party data. 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.’ By leveraging first-party loyalty data and the Epsilon Retail Media platform, advertisers can accurately reach customers across multiple devices and channels, not just when shopping on John Lewis or Waitrose websites. Research from Epsilon shows that only 10-20% of consumers organically visit a retailer’s site, yet just 37% of retailers currently offer offsite advertising capabilities. Epsilon president of global and mid-market expansion Tim Frankcom, added: ’It’s all too easy to rely 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.’ The offsite service will initially launch as a managed offering, with a dedicated team handling campaign execution from briefing to measurement.
Factuality Level: 8
Factuality Justification: The article provides accurate information about John Lewis Partnership’s expansion of its retail media offerings through a partnership with Epsilon, highlighting the benefits of first-party data targeting and mentioning industry statistics from Epsilon. It also mentions the initial managed offering and plans for a self-service platform in the future.
Noise Level: 3
Noise Justification: The article provides relevant information about John Lewis Partnership’s expansion of its retail media offerings through a partnership with Epsilon to include offsite advertising capabilities. It highlights the benefits for brands and customers, as well as industry insights on the use of first-party data. The content is focused and informative, providing actionable knowledge for those interested in retail media strategies.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses the expansion of John Lewis Partnership’s retail media offer, which allows brands to run advertising campaigns beyond its own websites, including on streaming services and popular consumer sites. This move leverages first-party data and partners with Epsilon to enhance targeting capabilities for advertisers. It does not mention any direct impact on financial markets or specific companies.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification:
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