John Lewis Partnership (JLP) has expanded its retail media network to include offsite advertising capabilities, allowing brand advertisers to run campaigns across connected TV (CTV), online video, and display ads on external websites. This marks a significant development in JLP’s retail media strategy, utilizing its robust first-party data to deliver targeted advertising beyond its on-site platforms.
The expansion leverages data from JLP’s popular loyalty schemes, My John Lewis and My Waitrose, enabling deeper insights into customer preferences and behaviours. Partnering with data technology firm Epsilon, JLP aims to offer advertisers a more complete view of consumer journeys across various channels. According to a spokesperson from JLP, the move reflects a commitment to greater audience understanding through a combination of proprietary data and advanced targeting solutions.
Initially, JLP is rolling out this offsite retail media offering as a managed service, supporting brands with campaign planning and execution. The company intends to follow this phase with a self-service platform, providing advertisers with more direct control over their campaigns in the future. This rapid expansion—from launching onsite retail media in 2023 to adding offsite channels within a year—demonstrates JLP’s drive toward a fully integrated, omnichannel retail media solution. This approach not only broadens advertising reach for partner brands but also positions JLP as a key player in the evolving UK retail media landscape.
