John Lewis will allow brands to create and manage their own campaigns, including via banner ads and sponsored product listings, as it introduces a new retail media platform.
Partnering with Retail MediaX panel sponsor Epsilon, John Lewis follows Waitrose in offering brands the opportunity to maintain always-on campaigns, and adapt to seasonal trends and sales peaks such as Back to School and Black Friday.
In addition, thanks to real-time data and performance metrics, brands can measure the impact of their initiatives right down to the individual product level and search terms.
All ads will be carefully reviewed by John Lewis’ in-house team to make sure they are suitable, beneficial and relevant for customers. The leading retailer said this investment underscores its dedication to improving the customer experience by better connecting individuals with the brands they care about, at the right time in their purchase journey.
Jemma Haley, retail media business & proposition strategy at John Lewis, said: “While retailers have long been advertising on their own websites, we want to improve the experience, and make it even easier for customers to connect with the brands and products that meet their needs.
“As part of this, we’re providing brands with more targeted and relevant ways to connect with customers. Our shoppers are unique in terms of the ways they research, browse and buy, and we need to be ready to meet them in the moments they are ready to purchase or engage with a brand.”
Retail MediaX returns as part of the Autumn Festival 2024. Retail MediaX II: The Executive Brief gathers 40 like-minded retail leaders from across sectors, all looking to stay ahead of industry trends and analysis. Building on the momentum of our inaugural Retail MediaX event in June, this gathering offers a six-month update packed with fresh insights.
Featuring dynamic roundtables, engaging panels, and interactive working groups designed to provide actionable takeaways you can implement within your growing retail media team.
Stay informed
Our editor carefully curates a dedicated Retail Media newsletter on a bi-weekly basis, filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter.
