John Lewis Values Trust Over Retail Media Profits

Monika Kruger • September 24, 2026 • 4 min read

John Lewis prioritizes brand trust over retail media profits, integrating it as part of its broader strategy rather than a standalone revenue source.

At the Partnership, our priority is focusing on how it supports the core brand strategy," he explains.

The John Lewis Partnership is adopting a cautious approach to retail media, treating it not as a separate revenue stream but as an integral part of its overall brand strategy. Tom Langley, the retailer’s head of retail media, argues that success in this area depends on reinforcing the company’s identity rather than pursuing short-term financial gains.

This stance contrasts sharply with the broader industry trend, where retail media is frequently viewed as a high-margin supplement. For the Partnership, alignment with brand positioning is essential: Waitrose markets itself as “The Home of Food Lovers,” while John Lewis focuses on premium, carefully selected products. Every campaign must fit within these frameworks, according to Langley. “Some people look at retail media as a quick win revenue stream. At the Partnership, our priority is focusing on how it supports the core brand strategy,” he explains. This means campaigns must go beyond driving sales—they must improve customer experience, build brand awareness for advertisers, and strengthen John Lewis’s reputation.

Retail media thrives when the retailer’s brand is strong, Langley notes. The Partnership aims for “win-win-win” outcomes: enhanced customer experiences, increased sales for brands, and additional revenue for the retailer. However, this approach requires maintaining customer trust above all else.

Building the Technical Backbone for Retail Media

Over the past three years, the Partnership has developed the technical and operational infrastructure needed to support its retail media initiatives. Collaborations with companies including Kevel, Barrows, Epsilon, and dunnhumby have created a robust toolkit for growth and measurement. The focus is now shifting from building the offer to scaling it.

Recent campaigns illustrate this strategy in action. Digital screens in John Lewis stores have promoted brands like Oura and Lego, while Dyson secured a prominent homepage takeover on JohnLewis.com. These efforts extend beyond traditional advertising—they are designed to engage customers in ways that feel authentic to the retailer’s identity.

Measuring Success: Data and ROPO Insights

Measurement remains a key priority. Brands increasingly demand proof of performance, and John Lewis is working to meet this expectation. The Partnership’s collaboration with Kevel, launched this year, provides real-time updates on sponsored products and insights into ROPO behavior, research online, purchase offline, or vice versa. Langley acknowledges that the industry still lacks standardized performance benchmarks.

“Brands consistently ask about measurement and expect retailers to provide data that connects back to purchases,” he explains. Even with sophisticated tools, the core objective remains creating experiences that resonate with shoppers.

In-Store Innovations Transform the Shopping Experience

In-store innovations reflect this philosophy. John Lewis installed a seven-meter-high atrium screen at its Bluewater location, designed to capture attention without disrupting the shopping experience. Waitrose has expanded its stunt spaces to ten stores, working with brands on experiential activations ranging from wine bar takeovers with interactive masterclasses to oversized cereal boxes pouring from the ceiling. Langley notes that more experiments are planned, including an exciting new format for Oxford Street later this year.

The Partnership’s work with Kevel is intended to give clients fuller campaign measurement. Much of this capability is available on a self-serve basis, allowing brands to access real-time updates for formats such as sponsored products. The retailer can also provide insight into richer creative media and help brands understand ROPO behavior, research online, purchase offline, or vice versa, closing the gap between onsite media and in-store sales. Langley says the wider industry is still working out how to give advertisers greater confidence in performance and return on investment.

The next phase of growth will test whether John Lewis can expand while upholding its core principles. Langley’s emphasis on trust and relevance suggests the Partnership will prioritize quality over rapid expansion. The Oxford Street format, when introduced, will serve as a key indicator of this balance, demonstrating that retail media can succeed not just as a revenue driver but as an evolution of the shopping experience itself. For now, the focus remains on refining every detail: ensuring every campaign, screen, and interaction aligns with the Partnership’s commitment to customers.