John Lewis Partnership set to allow partner brands to access retailer's offsite media capabilities

As a result of the new offer, brands partnering with John Lewis and Waitrose will be able to activate advertising campaigns across a range of external channels including video ads via connected TV on popular streaming platforms.

This also includes online videos and display ads on popular consumer websites.

Previously, advertising opportunities were limited to the Partnership’s own websites but now, thanks to its work with technology provider Epsilon, it is expanding into a retail media network. Using the Epsilon Retail Media Network, it will allow advertisers to reach consumers across multiple channels and devices, not just the John Lewis and Waitrose websites.

Jemma Haley, Retail Media Lead for the Partnership explains: “This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery. It helps us build a detailed understanding of audiences across vastly different purchase journeys, from immediate necessities to more considered items. This will enable our brand partners to target smarter audiences powered by first-party data, helping our customers discover more relevant and tailored brands.”

Epsilon has shared data demonstrating that between 10-20% of consumers organically shop on a retailer’s website, yet only 37% of retailers provide offsite capabilities to their media network. 

John Lewis says its retail media offer reflects its commitment to creating a seamless, omnichannel ecosystem with realtime, closed loop reporting.

Initially launching as a managed service, the Partnership will provide a dedicated team to execute all campaigns. In the future, there are plans to add a self-service platform to give brands greater control over activation and optimisation. 

“The offsite opportunity is enormous and connecting onsite and offsite media remains a key challenge,” Tim Frankcom, President, Europe and APAC, Epsilon, adds. “It’s all too easy to rely on retail media partners that lean heavily on third-party data, but this can result in fragmented targeting and a disjointed customer experience. The John Lewis Partnership is invested in taking a different approach, giving brands access to real identity, not guesswork, and campaigns that truly reflect the customer.”

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.