Expansion of Retail Media Services by John Lewis Partnership
John Lewis Partnership (JLP), the UK's leading retailer, has announced an expansion of its retail media offering, partnering with Epsilon, a global leader in innovation and personalisation at scale. This move is set to revolutionise marketing strategies, delivering highly personalised, accurate, and privacy-conscious solutions that drive deeper customer engagement and new revenue streams.
Jemma Haley, JLP's retail media lead, described the expansion as 'a huge step forward in advancing [JLP’s] retail media portfolio'. Tim Frankcom, President of Europe and APAC at Epsilon, echoed this sentiment, emphasising the importance of first-party data in today's digital landscape. Sir Martin Sorrell, founder of S4 Capital, also stressed the significance of first-party data in creating smarter targeting opportunities.
The expansion will enable advertisers to tap into JLP's vast trove of first-party data, offering insights into customer behaviour, preferences, and purchasing tendencies. This data will empower brands to create more targeted and relevant advertising, enhancing the shopping experience for customers and increasing conversion rates within retail media networks.
Brand partners will now have access to connected TV inventory, offsite media channels, and online video and display spots on other publishers' websites, expanding their reach beyond the John Lewis and Waitrose websites. The offering will initially be a managed service, with JLP planning to provide advertisers with more control over their campaigns through a self-service platform in the future.
This collaboration is expected to help JLP 'build a detailed understanding of audiences across vastly different purchase journeys', allowing them to offer customers more relevant and tailored brands. The expansion, discussed at MAD//Fest this week, is set to help customers discover more relevant and tailored brands, fostering trust and enhancing the overall shopping experience.
By leveraging first-party data, JLP aims to improve operational efficiency and unlock new revenue streams. Real-time payments and instant fund availability within retail media networks backed by first-party data will enhance liquidity, supporting scalable and secure monetization of key moments in the customer journey, such as at checkout.
In summary, John Lewis Partnership's collaboration with Epsilon demonstrates how first-party data is foundational to modern retail media strategies. This move positions JLP at the forefront of personalised marketing, fostering trust, operational efficiencies, and ultimately driving business growth in a privacy-conscious and competitive landscape.
The expansion of JLP's retail media offering, in partnership with Epsilon, will enable technology integration, fostering personalized marketing across various media channels such as connected TV, offsite media, online video, and display spots. By leveraging first-party data, JLP aims to enhance finance efficiency, unlocking new revenue streams through real-time payments and instant fund availability within retail media networks, thereby fostering business growth in a privacy-conscious and competitive landscape.
