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UK retailer John Lewis has joined the retail media trend with a new platform developed in collaboration with Publicis Groupe’s Epsilon, which has also created a similar offering for sister brand Waitrose.
This new platform will enable brands to create and manage their own campaigns, including banner ads and sponsored product listings, while providing a dashboard that tracks campaign performance, customer engagement, and sales.
A representative from John Lewis mentioned that while retailers have traditionally advertised on their own websites, this move aims to enhance the experience, making it easier for customers to connect with brands and products that meet their needs. The representative emphasized the importance of offering more targeted and relevant ways for brands to connect with customers, noting that John Lewis shoppers have unique shopping behaviors and preferences, requiring the retailer to engage them at the right moments.
Although John Lewis, a mutual organization, has faced challenges in recent years, there is now a renewed focus on improving the customer experience. However, regular shoppers have expressed concerns about stock shortages and a lack of staff in stores—issues that need addressing alongside enhancing the online experience. As for Waitrose, its various customer loyalty schemes have faced difficulties, particularly since the discontinuation of free coffee and newspapers, though coffee has been reintroduced for customers who bring their own cups.