Epsilon and John Lewis Partnership unlock new scale for retail media
- July 10, 2025
John Lewis Partnership (JLP) has partnered with Epsilon to expand its retail media offering, allowing third-party brands to access off-site media capabilities.
This marks a significant milestone for JLP’s retail media network (RMN), and is the first time partner brands will be able to extend campaigns to off-site channels, having previously only been able to run RMN activations across the John Lewis and Waitrose websites.
JLP’s partner brands will now be able to activate advertising and retail media campaigns, underpinned by first-party data, across a range of external channels. These include video ads via connected TV and streaming services, as well as online video and display advertisements across consumer news and lifestyle websites.
JLP will use first-party data from its loyalty schemes to power its RMN on Epsilon’s Retail Media platform.
“The off-site opportunity is enormous, and connecting on-site and off-site media remains a key challenge,” said Tim Frankcom, President of Europe and APAC at Epsilon.
“It’s all too easy to rely on retail media partners that lean heavily on third-party data, but this can result in fragmented targeting and a disjointed customer experience.”
“JLP is taking a different approach, giving brands access to real identity – not guesswork – and campaigns that truly reflect the customer,” Frankcom added.