Brands can now use John Lewis Partnership data offsite

The John Lewis Partnership has boosted its retail media offer by allowing brands to activate ad campaigns across a range of external channels powered by first-party loyalty data from both Waitrose and John Lewis.

The new options include video ads via connected TV – including on popular streaming services – as well as online videos and display ads on popular consumer websites.

Until now, advertising opportunities had been limited to the Partnership’s own websites, JohnLewis.com and Waitrose.com, which launched in 2023.

The new service is being made in partnership with Epsilon and it is claimed marks a significant step forward in expanding its fully-fledged retail media network.

By activating first-party data from their loyalty schemes and using the Epsilon Retail Media platform, the Partnership is enabling advertisers to reach individuals across multiple channels and devices, not just when they are on the John Lewis or Waitrose websites.

Data from Epsilon shows that between 10% and 20% of people organically shop on a retailer’s website, yet only 37% of retailers provide off-site capabilities in their media network.

The Partnership maintains that by expanding from onsite to offsite within a year reflects commitment to creating a seamless, omnichannel ecosystem and one that connects media exposure to actual outcomes through real-time, closed-loop reporting.

The offsite solution launches initially as a managed service; there will be a dedicated team to execute all campaigns end to end from briefing to measurement. There are plans for a self-service platform in future to give brands even greater control over activation and optimisation.

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.”

Epsilon president of Europe and APAC Tim Frankcom added: “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.”