John Lewis has unveiled its latest retail media offering at the relaunch of its Bluewater branch in Kent. The store now features eight digital screens, including a seven meter by four meter installation in its atrium.

The screens, made and installed by Barrows Connected Store, feature high-definition displays designed to deliver curated content to boost brand prominence in-store.

There are three types of screens across the store. Four bespoke pillar screens and two digital windows will help drive brand awareness, including in high-dwell areas within key departments such as beauty, technology and fashion.

The seven metre digital billboard, suspended above the escalators in the shop’s atrium, will help bring cinematic above-the-line content to customers. There’s also a digital pop-up space, which can be supported by physical in-store displays, to help brands stand out and signpost customers to their full range in-store.

Brands confirmed to advertise on the screens include Neff appliances, Lego, Sony, Samsung and Waterstones.

“The power of in-store media lies in a delicate balance: exciting the customer, maintaining the retailer’s core aesthetic and environment, and, crucially, allowing brands to connect with customers and ultimately drive sales,” commented Georgia Riley, Retail Media Manager for the John Lewis Partnership.

Maddison Vacher, Client Partnerships Director at Barrows Connected Store, added: ‘’The screens have been engineered and strategically placed to achieve maximum visibility and impact, giving brands a powerful platform for immersive digital storytelling and allowing them to connect with shoppers on a truly meaningful level.’’