Waitrose-owner the John Lewis Partnership has expanded its retail media offer with the launch of off-site advertising capabilities.

The initiative aims to allow brand partners to reach customers across streaming platforms and external websites using first-party data.

The move builds on the 2023 launch of the Partnership’s onsite media network across JohnLewis.com and Waitrose.com, and marks a major step towards building a fully-fledged omnichannel retail media network.

Developed in partnership with tech firm Epsilon, it is understood that the advancement enables partner brands to target customers through connected TV (CTV), online video and display formats on third-party consumer platforms, as well as across multiple devices.

John Lewis Partnership retail media lead Jemma Haley, said the offer will deliver smarter targeting across grocery and general merchandise.

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“This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery,” she said.

“It helps us build a detailed understanding of audiences across vastly different purchase journeys, from immediate necessities to more considered items. This will enable our brand partners to target smarter audiences powered by first-party data, helping our customers discover more relevant and tailored brands.”

Using loyalty data from myWaitrose and My John Lewis, the partnership aims to offer brand partners closed-loop measurement and more accurate audience reach than traditionally available via third-party data networks. It will initially be offered as a managed service, with plans for a future self-service platform.

The addition of offsite capabilities comes as, according to Epsilon, just 37% of retailers currently offer offsite retail media capabilities, despite only 10-20% of customers typically shopping directly via retailer websites.

Epsilon president of global and mid-market expansion Tim Frankcomsaid: “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.

“The John Lewis Partnership is invested in taking a different approach, giving brands access to real identity, not guesswork, and campaigns that truly reflect the customer.”