John Lewis is stepping up its game in the retail media landscape with the introduction of new capabilities aimed at helping brands connect more effectively with consumers online. Partnering with Epsilon, a leader in advertising and marketing technology, John Lewis has launched features that allow brands to create and manage their own advertising campaigns on johnlewis.com, including engaging banner ads and sponsored product listings.
The new platform is user-friendly, providing brands with a comprehensive dashboard that presents key performance metrics, customer engagement statistics, and sales data. This innovative approach empowers both established household names and emerging brands to keep their campaigns current year-round. The ability to quickly adjust to seasonal sales peaks, like Back to School or Black Friday, enhances their agility in a competitive marketplace.
One significant advantage of this platform is the real-time tracking of campaign effectiveness, enabling brands to assess the performance of specific products and search terms. Jemma Haley, leading the Retail Media strategy at John Lewis, emphasized the goal is to enhance customer experience by facilitating connections to the brands and products that shoppers seek.
Feedback from brands already using the platform has been overwhelmingly positive. Owen McAdam, Trade Marketing Manager for BSH UK & Ireland, noted that the sponsored product ads delivered exceptional performance, boosting both awareness and sales. Such endorsements underline the potential of this initiative to benefit various businesses.
Epsilon’s Regional CEO for Europe, Alban Villani, also highlighted the strategic opportunity this offers brands to build long-term relationships with consumers—a crucial aspect in today’s marketplace. The partnership reflects John Lewis’s ongoing commitment to improving retail media capabilities, following Epsilon’s success with similar campaigns for Waitrose.
This initiative signals a significant evolution in how brands can engage with customers through retail media, positioning John Lewis as a forward-thinking player in the digital commerce space. Through enhanced advertising tools and insightful data, brands now have the resources needed to foster deeper engagement and drive meaningful sales growth.
