The John Lewis Partnership has announced a strategic partnership with Google Cloud in an expansion of its relationship with Google since 2012.

Under the agreement, more of the organisation’s technology will migrate to Google Cloud, harnessing technologies such as artificial intelligence (AI) and machine learning.

The digital transformation will be executed for the brands John Lewis and Waitrose and provide customers with tailored and personalised experiences both in-store and online.

The agreement also aims to support the John Lewis Partnership’s ambition to create a pan-Partnership customer loyalty programme in 2024.

John Lewis Partnership CEO Nish Kankiwala commented: “Investing in cutting edge technology is not just a choice, it’s a necessity for a modern retailer like us. Core to our strategy is building our technology infrastructure for the long term, drawing on latest innovations to benefit our customers.”

The company’s chief transformation and technology officer Zak Mian added: “Imagine a world where a customer can use an image scanning feature in their John Lewis App, but even before the appointment we see their unique preferences and give tailored recommendations that can complement products they already have. We’re looking forward to an era of fresh innovation.”

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John Lewis has announced several initiatives recently, including the provision of internet safety advice to families and the extension of same day delivery service for online customers.

Google Cloud’s partnership strategy is primarily centered around cloud computing, consulting services, and data and analytics. These three areas combined make up 81.2% of Google Cloud’s total of 1,878 partner engagements, now including John Lewis.