UK retail media networks powered by Epsilon: a guide to the partnerships behind the platforms

One of the more useful questions in mapping UK retail media is also one of the harder ones to answer cleanly: which retail media networks are powered by which technology partners, and what does each partnership cover? The following is a category-by-category view of the UK retailers Epsilon works with today, the role we play across onsite and offsite, and what's distinctive about each network.

Our experience spans grocery, department stores, quick service restaurants, home and DIY, B2B distribution, consumer electronics, fashion and sport, and the breadth of that work shapes how we approach each new partnership.

Every retailer arrives with an audience they understand better than anyone and a commercial opportunity to make that audience useful to brands. Our role is to help them realise its full value: qualifying it through real shopping behaviour, quantifying it through person-level identity, packaging it for advertisers to plan and buy against, and connecting it to the brands that stand to gain most.

That audience is activated onsite at moments of consideration and purchase, and offsite across publishers, streaming and CTV where shoppers spend most of their attention, with creative shaped by where each shopper is in the journey.

Grocery

Sainsbury's [Onsite]

Sponsored products and a strong brand pages format make Sainsbury's one of the more valuable onsite canvases in UK grocery retail media, and suppliers consistently rate brand pages as a particularly effective trade investment. The audience comes with significant household reach and shop frequency, and Epsilon powers the onsite environment in which both established suppliers and challenger brands build basket-led growth.

Waitrose [Offsite]

Few UK grocery networks offer an audience as difficult to replicate as Waitrose's, including a fast-growing on-demand grocery segment of shoppers who turn to the brand for the in-between moments rather than the main shop. Epsilon powers the offsite proposition, making it possible to reach those shoppers as they plan and browse across the open web rather than only on site.

Morrisons [Onsite]

With the More Card now linked to roughly 78% of sales and a fast-maturing first-party data asset feeding Morrisons Media Group across nearly 500 supermarkets and a growing convenience estate, Morrisons sits in a particularly interesting position in UK grocery retail media. Epsilon powers the onsite proposition, including personalised digital ads informed by More Card and ecommerce behaviour.

Ocado [Onsite & Offsite]

One of the richest verified grocery datasets in the UK sits behind Ocado, and without the dependency on loyalty card data that shapes most of its peers it becomes one of the strongest cases for an integrated proposition. Epsilon powers both onsite and offsite, capturing intent at the point of decision and extending reach across the open web, CTV and audio among real, verified Ocado shoppers.

Iceland [Onsite & Offsite]

Around nine million shoppers a year and an estimated 7% share of the UK online grocery market give Iceland strong representation among more price-sensitive and underrepresented households that the larger grocers tend to serve less well. Epsilon powers the onsite proposition, with offsite, onsite video and an auction-based buying model added through our expanded partnership across 2025.

Quick service restaurants and on-demand

Deliveroo [Offsite]

On-demand baskets that span planned weekly shops through to last-minute restaurant orders make Deliveroo one of the more interesting frontiers in UK retail media, with non-endemic advertising as commercially important as endemic. Epsilon powers the offsite proposition, developing ways to recognise new-to-brand shoppers and to read the nature of an on-demand basket as a signal in its own right.

Department stores and consumer electronics

John Lewis [Offsite]

John Lewis offers a distinctly premium audience that leans on specificity rather than reach alone, with shoppers who tend to spend a little more, shop a little better, and treat the brand as the dependable department store choice. Epsilon powers the offsite proposition, extending that audience to brands in considered categories where quality association, brand fit and longer purchase journeys matter to performance.

Currys [Offsite]

As the UK's high street tech retailer, Currys offers a network particularly well suited to connecting CTV exposure to in-store outcomes in a category where purchase journeys often stretch across weeks of consideration. Epsilon powers the offsite proposition through Tech Hunters, which combined Currys' first-party data with our identity framework in a Digiday Award-winning campaign delivering 3:1 ROI, a 20% lift in in-store sales and around 56,000 attributable store visits.

Argos [Onsite]

Argos is one of the UK's most-used retail destinations and reaches shoppers at the point of purchase intent in consumer electronics, gaming, appliances and adjacent categories. Epsilon powers the onsite proposition, and alongside our offsite partnerships with Currys and John Lewis, it gives brands meaningful coverage across both discovery and purchase moments in a tech buying journey.

Home and DIY

Wickes [Onsite & Offsite]

DIYers, design and installation customers, and trade professionals all sit under one Wickes proposition, with 230 stores, 96% of sales touching a store and two-thirds digitally enabled linking online discovery and physical purchase in ways most retailers can't yet match. Epsilon powers Wickes Connected Retail Media, which launched with onsite and offsite simultaneously, and the B2C and B2B blend opens up unusual opportunities including for advertisers in adjacent categories such as trade vehicles.

B&Q [Onsite]

One of the largest home improvement digital estates in the UK gives B&Q scale across both project-led and convenience missions, which lends itself to a strong onsite proposition. Epsilon powers the onsite environment, giving brands access to a national DIY audience at the point of consideration and purchase in a category where physical retail still drives the majority of decisions.

Fashion and sport

Frasers [Offsite]

Across Sports Direct, Flannels and the wider group, Frasers brings together a substantial audience that gives advertisers scale in both mainstream sport and premium fashion within a single environment. Epsilon powers the offsite proposition, reaching Frasers shoppers in the moments between visits across the channels where they're spending most of their media time.

B2B

TD SYNNEX [Onsite & Offsite]

A substantial volume of bulk technology buying across Europe sits behind TD SYNNEX, with complex purchase journeys that typically involve multiple stakeholders inside each customer organisation. Epsilon has powered both onsite and offsite for several years, serving niche B2B audiences at meaningful scale across regions and making it possible for global technology brands to reach specific buyer roles inside target companies with rare precision.

RS [Offsite]

The RS network is markedly different from anything else in the UK portfolio, both in the nature of the B2B audience and in how central retail media has become to the way the business reaches and grows its customer base. Epsilon powers the offsite proposition by activating RS's own first-party customer data through our platform, and offsite activity now accounts for a significant share of RS's overall marketing investment.