John Lewis Partnership expands retail media with Epsilon and Kevel partnerships
John Lewis Partnership is expanding its retail media with Epsilon and Kevel to use first‑party data for onsite and offsite brand campaigns. A RetailX survey found more than 70% of consumers say good personalisation means a brand gets it right consistently, and over half say loyalty memberships lead to more relevant communications.
The Epsilon partnership lets brands run ads on connected TV, streaming video and display outside the John Lewis and Waitrose websites.
“This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery,” Jemma Haley, Retail Media Lead for the John Lewis Partnership said.
“With over 160 years in retail, we hold really rich customer insights – and we’re now able to share this with trusted partner brands,” Kaitlin Craig, Digital Retail Media Lead at the John Lewis Partnership said.
The partnership aims to address a fragmented market by extending retail media beyond owned sites.
What we know
Working with Epsilon, JLP is allowing brands to extend campaigns beyond the John Lewis and Waitrose websites into offsite environments including CTV, streaming services, online video and display advertising.
At the same time, its partnership with retail media technology provider Kevel is strengthening onsite capabilities through AI-powered targeting, self-service campaign management and closed-loop measurement that links digital advertising to purchases made both online and in-store.
RetailX consumer survey results show that more than 70% of consumers believe good personalisation means a brand gets it right consistently rather than only occasionally, while more than half believe loyalty memberships result in more relevant communications.
With millions of customers shopping across both John Lewis and Waitrose, supported by extensive loyalty data and purchase histories, JLP can begin to understand customer behaviour across very different purchase journeys.
The introduction of ROPO (research online, purchase offline) measurement also begins to close that gap.