Radio group Chrysalis are to produce a series of podcasts for department store John Lewis in the run up to Christmas.
Fronted by LBC's Alison Bell, the shows will highlight the chain's in-store offers.
Chrysalis has secured a £30,000 deal to make the shows, the first of which will be available to download from next week on the LBC and John Lewis websites. Four will be made before Christmas, with the remainder following in the new year.
The series will contain guides on what to buy family and friends and advice on buying digital cameras.
It comes after a successful one-off podcast produced by Chrysalis for John Lewis earlier this year, which featured tips on buying high-definition televisions.
Paul Sylvester, head of Chrysalis Content, said: "Podcasting provides useful information and entertainment which consumers are actually choosing to listen to.
"The result being an emotional attachment to the brand and in the process that generates invaluable word of mouth promotion."