John Lewis Partnership (JLP) has teamed up with AdTech provider, Kevel, to enhance its on-site retail media capabilities across its John Lewis and Waitrose platforms.

The move aims to future-proof JLP’s retail media offering for brands and third-party advertisers, supporting greater personalisation and compelling campaign content to drive engagement.

With 60% of JLP’s orders now taking place online, the retailer’s sites provide sizeable opportunities to connect brand partners with its customer base. Kevel has helped JLP build a bespoke ad platform that uses first-party data to created highly targeted segments to drive campaign performance, enabling brands to reach the right shoppers at the right moment.

The platform will also include self-service tools, helping brands go live faster to react to opportunities, as well as supporting native ads and sponsored listings across both the John Lewis and Waitrose websites.

“This is a huge step forward for our digital retail media offer,” said Kaitlin Craig, Retail Media Lead at John Lewis. “With over 160 years in retail, we hold really rich customer insights – and we’re now able to share this with trusted partner brands.” 

The solution from Kevel will include new closed-loop reporting, helping the retailer better account for sales attribution when shoppers move from on- to off-line, closing the gap on cross-channel visibility and revenue performance.

“The John Lewis Partnership is exactly the kind of retailer Kevel was built for – a brand with deep customer loyalty, rich first-party data, and the ambition to own its media proposition rather than outsource it,” said James Avery, Founder & CEO of Kevel.

Display placements are already live across John Lewis and Waitrose, and sponsored product ads will follow later this year as part of a phased rollout.