OXO is a well-known household and kitchenware brand with strong product demand across UK retail. The challenge was to drive incremental online sales at John Lewis (JLP), while ensuring media investment delivered efficient return and genuine incrementality, rather than simply shifting existing demand or driving low-quality traffic. Success depended on proving what activity was truly moving the needle within the JLP online ecosystem.
We delivered a sales-led retail growth plan for OXO, combining on-site retail media, incrementality-focused activations, and offsite demand-driving to feed the JLP ecosystem. Always-on and seasonal Sponsored Products and Sponsored Display captured high-intent shoppers, while offsite display and TikTok traffic activity were timed around key retail moments to drive discovery and consideration before converting demand back on-site at JLP.
ROAS delivered through JLP retail media
YoY sales growth and +31% YoY ROAS on a like-for-like view
of OXO’s online JLP sales driven by Epsilon on-site activity
uplift in total weekly online sales when incrementality campaigns were live
The approach proved that retail media and on- activations were the strongest drivers of incremental JLP performance, delivering measurable uplift when live. It also established a clearer role for online activity, showing it performs best when aligned to key trading moments, enabling more confident planning and investment going .
“Threepipe helped us build a retail growth plan that delivered both scale and efficiency. The combination of on-site retail media and offsite activity around key moments played a critical role in accelerating our performance at John Lewis.”
– Davide Puleo, Associate Digital Marketing Manager
