What: John Lewis is introducing a premium retail media proposition as part of its store revamp to attract advertisers and enhance customer engagement.

Why it is important: The initiative demonstrates how legacy retailers are leveraging digital transformation and premium positioning to remain competitive, aligning with trends identified in the past year.

John Lewis’s introduction of a premium retail media proposition marks a pivotal shift in its retail strategy, blending digital innovation with its established in-store experience. By embedding advanced advertising solutions within its revamped stores, John Lewis is positioning itself to attract premium advertisers while simultaneously elevating the customer journey. This approach capitalises on the retailer’s robust first-party data and its expanding portfolio of exclusive and high-end brands, offering advertisers more targeted and impactful opportunities. The initiative is part of a broader transformation that includes significant investment in store refurbishments and digital infrastructure, reinforcing John Lewis’s premium market positioning. These efforts mirror a wider industry movement, as department stores increasingly turn to omnichannel marketing and retail media to diversify revenue streams and enhance competitiveness. John Lewis’s strategy exemplifies how heritage retailers can successfully integrate new revenue models and digital capabilities to drive growth, set industry benchmarks, and foster deeper customer loyalty.

IADS Notes: In July 2025, Retail Week reported on John Lewis’s expansion of its retail media network, utilising first-party data from both Waitrose and John Lewis to enable cross-platform advertising. MBS, also in July 2025, highlighted retail media’s emergence as a £4 billion strategic imperative, expected to capture 10% of UK advertising spend. BCG’s June 2025 analysis showed that leading retailers are outperforming peers by generating new revenue streams from retail media. Retail Gazette in August 2025 detailed John Lewis’s addition of 100 premium brands, while Drapers in February 2025 outlined the retailer’s focus on customer service, premium positioning, and technological innovation.

John Lewis launches ‘premium’ retail media proposition in store revamp