John Lewis has unveiled its latest retail media offer at the relaunch of its Bluewater branch in Kent. The store features eight eye-catching digital screens, including a seven meter by four-meter show-stopper in its atrium.
Custom made and installed by the retail media specialists Barrows Connected Store, the screens are the first of their kind to be introduced at John Lewis. The high-definition displays allow for curated content, which can help boost brand prominence and ultimately drive sales.
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 in key departments such as beauty, technology and fashion.
Meanwhile the seven-meter 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 standout and sign-post customers to their full range in-store.
Brands that have already signed up to advertise on the screens include Neff appliances, Lego, Sony, Samsung and Waterstones.
Speaking on the launch, Georgia Riley, retail media manager for the John Lewis Partnership, said: “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.
“We’re proud to be delivering a unique and premium approach that fits with the John Lewis brand and appeals to our customers. The branch has just opened, but feedback has already been overwhelmingly positive.”
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.’’
The investment in Bluewater comes as part of John Lewis’ £800m investment in its stores, which will see each of its 36 branches receive additional investment.
Bluewater was its largest project in four years, with nearly £10m spent upgrading the store and introducing the latest concepts to customers. In addition to the digital signage, additions include a brand new ‘gifting emporium’, designed to delight and inspire customers who are looking to treat friends or family.
