British retail department store chain the John Lewis Partnership has expanded its retail media network with the rollout of new offsite ad capabilities for partner brands.

The update will allow brands to launch advertising campaigns across a range of external channels, including video ads via connected TV and streaming services, as well as online videos and display ads on popular consumer websites.

Until now, advertising opportunities were limited to the Partnership’s own websites JohnLewis.com and Waitrose.com.

The move comes after the British department store launched a media platform last year which enables brands to create and manage their own ad campaigns, while also advertising their brand through banner ads and sponsored product listings.

The platform, developed by global tech firm Epsilon, provides brands with a dashboard to monitor data on advertising campaigns, customer interest and engagement, and sales performance.

The company will also facilitate the John Lewis retail media network's latest updates.

“This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery," said Jemma Haley, retail media lead, John Lewis Partnership. “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.”

The retailer said that expanding from onsite to offsite within a year reflects its commitment to creating a "seamless omnichannel ecosystem" which connects media exposure to actual outcomes through "real-time, closed-loop reporting."

The offsite option will launch initially as a managed service with a dedicated team to execute all campaigns end-to-end from briefing to measurement.

There are also plans for a self-service platform in future to give brands more control.

In 2024, John Lewis rolled out a new AI-powered insight platform designed to boost shopper engagement for external brands.

The platform provides real-time insights on customer loyalty and repeat purchase behaviour, with granular insights that aim to provide a more unique and personalised customer experience.

The platform uses business intelligence (BI) to enable brands to delve into data, with 27 predefined insights reports answering questions like ‘who buys my brand and category?’ or ‘how are customers switching brands over time?’.

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