Commerce ‘Retail’ Media
CPG + Retailer Data Collaboration.
I have been involved in shaping strategies that allow:
CPG brands selling inside retail environments
To combine online advertising exposure
With real-world in-store purchase behaviour
This enables marketers to:
match “online advertising with in-store purchase” and close the historically broken customer journey between media exposure and retail transaction This capability is foundational to:
Retail Media Networks (RMNs)
Closed-loop attribution
Shopper marketing modernisation
Joint business planning between brands and retailers
Trade Marketing → Addressable Retail Media Transformation
I have always been fascinated with the evolution of Commerce Media as we know it.
Legacy Function
Shopper / Trade Marketing
In-store placement & promo
Supply chain negotiation
Top-funnel brand advertising
Modern Retail Media Evolution
Loyalty-driven audience targeting
Digital onsite media
Data collaboration
Purchase-linked activation
“The advent of addressable marketing to direct consumers inside retailers Means brands can now target in-market shoppers using retailer first-party data, rather than relying on probabilistic programmatic media. ”
Outcomes …
What are you looking to achieve? Increased sales, increased visitors, reduced cost of acquisition?
Planning