What: John Lewis has introduced a retail media platform allowing brands to manage and monitor their advertising campaigns on its website.

Why it is important: This initiative offers brands enhanced tools for targeted advertising, enabling them to better connect with shoppers, adapt to trends, and measure campaign effectiveness in real time.

John Lewis has unveiled a new retail media platform in collaboration with Epsilon, enabling brands to create, manage, and monitor their advertising campaigns, including banner ads and sponsored product listings. The platform provides a dashboard for brands to track engagement, sales, and the performance of their campaigns, allowing for quick adjustments to seasonal trends and sales peaks. The ads will be reviewed by John Lewis' in-house team to ensure suitability for customers. This move aims to improve the connection between customers and brands, providing more targeted and relevant advertising options. Jemma Haley, head of John Lewis' retail media business and proposition strategy, emphasized the importance of meeting customers at the right moments with targeted advertising.

John Lewis launches retail media platform to enhance brand connectivity