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John Lewis has announced a new retail media platform to help brands connect with customers shopping online.
According to the group, the move will allow brands to create and manage their own campaigns via banner ads and sponsored product listings.
It also offers users a clear dashboard showing exactly how their campaigns are performing, how customers are engaging, and how many sales are coming through.
Brands can maintain always-on campaigns, and adapt to seasonal trends and sales peaks such as Back to School and Black Friday.
In addition, brands can measure the impact of their initiatives right down to the individual product level and search terms.
The options have been delivered in partnership with Epsilon, the global advertising and marketing technology company which recently launched a similar offer for Waitrose.
John Lewis stated that as well as helping household names connect with millions of customers, the new options can also be “particularly helpful for helping customers explore new brands that are relevant to their search and browse activity”.
All ads are reviewed by John Lewis’ in-house team.
Jemma Haley, retail media business and proposition strategy at John Lewis, said: “While retailers have long been advertising on their own websites, we want to improve the experience, and make it even easier for customers to connect with the brands and products that meet their needs.
“As part of this, we’re providing brands with more targeted and relevant ways to connect with customers. Our shoppers are unique in terms of the ways they research, browse and buy, and we need to be ready to meet them in the moments they are ready to purchase or engage with a brand.”
Alban Villani, Epsilon’s Regional CEO Europe, added: “John Lewis offers a unique and scaled audience across its online and in-store environments. People visit John Lewis in search of inspiration, to validate their research and to make purchases that often initiate a longer-term brand relationship.
“It’s a real opportunity for brands to evolve their strategies beyond performance goals to think about how they engage customers in ways that build awareness and loyalty. We look forward to supporting John Lewis further as they continue to test and learn across categories and build an even more impactful omni-channel media proposition for brands.”
