Retailer John Lewis has launched what it is calling a “premium” retail media proposition at its freshly-refurbed outlet in Dartford’s Bluewater shopping centre.

The new-look department store will now feature a seven metre-high digital billboard in its atrium, forming part of a series of high-impact touchpoints dotted throughout the shop.

One of eight new digital screens mounted in the store, the seven-by-four-metre billboard has been designed to “help bring cinematic above-the-line content to customers” according to the brand.

John Lewis Partnership retail media manager Georgia Riley 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.

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“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.”

The screens have been custom-crafted and installed by specialists Barrows Connected Store, with John Lewis also partnering with Neff Appliances, Lego, Sony, Samsung and Waterstones on its retail media proposition.

Barrows Connected Store client partnerships director Maddison Vacher 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.’’