John Lewis Partnership teams with Kevel as retailer looks to ramp up its retail media offering
The John Lewis Partnership has appointed Kevel to power its on-site retail media network, across both the John Lewis and Waitrose websites.
Drawing on its AI powered, API first Retail Media Cloud, coupled with its experience supporting multi-brand retailers, Kevel has worked with the John Lewis Partnership to develop a bespoke advertising platform. The first-party data allows brands to target customer segments that enable advertisers to reach the right shoppers at the right moment.
It features self-service tools, enabling brand partners to quickly go live with custom campaigns, and supports native ads and sponsored listings across John Lewis and Waitrose websites.
It also includes new ‘ROPO’ measurement capabilities; closed loop reporting designed to reflect the ‘research online, purchase offline’ shopping habits of customers. For the first time, this allows brands to track whether their retail media has led to sales, even if the purchase is made in-store, by bringing in data like the use of a loyalty card.
Kaitlin Craig, a Digital Retail Media Lead at the John Lewis Partnership, says: “This is a huge step forward for our digital retail media offer. With over 160 years in retail, we hold really rich customer insights - and we’re now able to share this with trusted partner brands. By targeting our retail media, we can improve the experience for brands and customers alike - whether that’s reminding customers of old favourites, or helping them connect with exciting new brands. The early results are exciting, and we're only getting started.”
James Avery, Founder and CEO at Kevel, comments: "The John Lewis Partnership is exactly the kind of retailer Kevel was built for - a brand with deep customer loyalty, rich first-party data, and the ambition to own its media proposition rather than outsource it. We're proud to provide the infrastructure that gives them the control and flexibility to build a media network entirely on their own terms."
The platform is being rolled out in phases, with display placements now live across John Lewis and Waitrose. Sponsored product ads will follow later this year.
Epsilon continues to oversee off-site advertising for John Lewis and Waitrose, including digital display and online video ads served across the open web and streaming services, whilst also offering first-party data and closed loop measurement.
In November, John Lewis also unveiled a seven metre high digital billboard in the atrium of its Bluewater branch, to help bring cinematic above the-line content to customers. The screen formed part of a series of high impact touchpoints, with eight custom crafted screens across the shop, which were utilised by brands including Neff Appliances, Lego, Sony and Samsung.
2026 RTIH Innovation Awards
Retail media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
