The John Lewis Partnership (JLP), encompassing Waitrose and John Lewis, has expanded its retail media network (RMN) to include offsite advertising through a new partnership with data and marketing technology firm Epsilon. Since launching its RMN in November 2023, this development marks JLP’s first move to extend its advertising reach beyond its own digital properties.
Enabling Offsite Reach with First-Party Data
Offsite advertising refers to promotional campaigns delivered on digital channels outside of JLP’s owned websites and apps. This includes Connected TV (CTV) and online display on external platforms. Previously, JLP’s RMN capabilities focused exclusively on onsite advertising, limiting campaign exposure to retail-owned environments.
The expansion enables the partnership to leverage JLP’s rich first-party customer data and identity insights to target relevant audiences across a broader range of digital placements. This use of data allows brands to engage consumers with more precision and relevance in the wider digital ecosystem, informed by JLP’s detailed understanding of shopper behaviour and preferences.
Epsilon plays a pivotal role in powering this offsite capability by bridging JLP’s onsite data with offsite inventory, facilitating identity resolution and audience matching. This collaboration combines JLP’s retail-first data assets with Epsilon’s expertise in managing scalable cross-channel campaigns.
Implications for Advertisers and Future Outlook
For brands and agencies, this development opens access to JLP’s exclusive audience segments on channels such as CTV and online display beyond the confines of Waitrose and John Lewis websites. By tapping into this pool, advertisers can extend their reach while maintaining data-driven targeting precision.
Initially, this offsite advertising service will be offered via a managed service model, with plans to introduce self-service options in the future. The move reflects a growing trend among UK retail media networks to build comprehensive platforms that connect first-party data to both onsite and offsite media inventory.
JLP’s strategic expansion underlines the increasing importance of linking valuable retail data with broader digital advertising channels. This approach not only enhances campaign effectiveness but also signals the evolution of retail media networks towards integrated omnichannel solutions.
Overall, extending their RMN to offsite channels via Epsilon positions John Lewis Partnership as a significant player in the evolving UK retail media landscape, providing advertisers with enhanced opportunities to reach and influence shoppers beyond traditional retail environments.
