John Lewis has unveiled a host of new retail media plans to help brands connect with shoppers on its website.
The move means brands will be able to create and manage their own campaigns, including through banner adverts and sponsored product listings.
The department store will provide users with a dashboard showing how their campaigns are performing, how shoppers are engaging, as well as how many sales are being made.
The new measures will allow brands to quickly adapt to seasonal trends and sales peaks, and measure the impact of their initiatives down to the individual product level and search terms.
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All of the ads will be reviewed by John Lewis’ in-house team to ensure they are suitable for customers.
The new measures have been delivered in partnership with advertising company Epsilon, which expanded its partnership with Kingfisher in December to launch a retail media offer with B&Q.
John Lewis retail media business and proposition strategy Jemma Haley 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.”
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