John Lewis Introduces Retailer Media Network
High-end department store chain John Lewis has rolled out a suite of retail media capabilities to help brands connect with shoppers on johnlewis.com.
John Lewis partnered with Epsilon, Publicis Groupe’s global advertising and marketing technology company, to develop the network and capabilities. Epsilon recently launched a similar offering for British supermarket chain and John Lewis Partnership subsidiary Waitrose.
The move allows brands to create and manage their own campaigns, including via banner ads and sponsored product listings. It also includes a dashboard showing exactly how their campaigns are performing, how customers are engaging and how many sales are coming through, according to a statement shared with the Path to Purchase Institute.
Brands can maintain “always-on campaigns” and quickly adapt to seasonal trends and sales peaks, such as back-to-school season and Black Friday in November, per the statement. In addition, the platform leverages real-time data and performance metrics, enabling brands to measure the impact of their initiatives down to the individual product level and search terms.
All ads are reviewed by John Lewis’ in-house team to ensure they are suitable and help customers explore new brands that are relevant to their search and browse activity, the retailer 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,” Jemma Haley, retail media business and proposition strategy at John Lewis, said in the statement.
“As part of this, we’re providing brands with more targeted and relevant ways to connect with customers,” she added. “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.”
"John Lewis’ sponsored product ads performance is exceptional, driving both awareness and sales,” said Owen McAdam, trade marketing manager, BSH (Bosch-Siemens Hausgerate) U.K. & Ireland. “Placing our Bosch and Siemens products in a prestigious setting like John Lewis helps to maintain a premium image and resonates with discerning consumers. The platform's ease of use, campaign control and transparency make it an invaluable tool for our marketing strategy."
“John Lewis offers a unique and scaled audience across its online and in-store environments,” added Epsilon’s regional CEO Europe, Alban Villani. “People visit John Lewis in search of inspiration, to validate their research and to make purchases that often initiate a longer-term brand relationship. It’s a real opportunity for brands to evolve their strategies beyond performance goals to think about how they engage customers in ways that build awareness and loyalty. We look forward to supporting John Lewis further as they continue to test and learn across categories and build an even more impactful omni-channel media proposition for brands.”