What's in Store for Retail Media Networks

What’s In Store For Retail Media Networks: Welcome

Matt Bradley: Director & Founder - Retail Technology Show
Chris Riegel: CEO & Founder - STRATACACHE, Chairman - Scala

Matt Bradley and Chris Riegel set out the agenda for the day and introduce why in-store retail media is proving to be the next revolutionary force in retail. 

Commerce Media - A Paradigm Shift for Retailers, Brands and Shoppers

Quentin George: Commerce Media Practice Lead - McKinsey & Company

Commerce Media has the potential to generate over $1.3 trillion of enterprise value. This tectonic adjustment will alter the landscape of retailer and brand marketplaces, disrupting relationships while forging new methods of measurement and best practice.

Focusing on the stakes to the entire retail enterprise, and clarifying the risks of falling behind, Quentin’s presentation explores the practical and tactical considerations for in-store RMN’s in the UK – the three to five year UK forecast for growth of the networks along with insights on in-store engagement and media strategies gleaned from McKinsey’s proprietary worldwide consumer panel.

In Store Retail Media Measurement – The New IAB Playbook and Unlocking the Investment Barrier for Brands

Jeffrey Bustos: VP, Measurement, Addressability and Data + Commerce - IAB
Ana Guerra: Retail Media & eCommerce Marketing Manager for EU - Colgate-Palmolive
Dean Harris: Head of Co-op Media Network
Katie Streeter Hurle: Chief Strategy Officer - SMG

Jeffrey Bustos presents a brief look at the IAB Playbook of in-store measurement best practices. Using in-store measurement standards derived from thousands of data points from across US retailers, the IAB playbook will be an industry standard as well as a comprehensive guide to assess, grow and optimize in-store activations.

Following Jeffery’s presentation, he leads a panel discussion exploring how offline, onsite, and in-store channels work together in a campaign to drive sales. Examining the progress that has been made with measurement across the total market, the panel, featuring the voice of retail, brand and agency, summarizes the steps that have been taken to date and recommend further work to be done. Panel discussion begins at approximately 16:20. 

Cracking In-Store Media Experiences – Leveraging Context, Consideration and Creativity Around the World

Colin Lewis: Director - Retail Media Works
Darren Groucutt: RX Creative Director - VCCP
Vanessa Henry: Research Director - Shopper - Walnut Unlimited

From brand takeovers, in-store events, and innovative store-based approaches to loyalty, retailers around the world are using in-store experience in new ways to extract more revenue out of their entire enterprise. Colin Lewis shows how some retailers approach in-store media via creative technologies, innovative approaches to merchandising as well as on-site experiences, and events.

Can all of these tactics be part of an RMN?  How can the store be maximized to deliver more value to the shopper, increasing revenue and sales? In the second part of the session, retail innovators discuss how to take the learnings from these regional activations. Panel discussion begins at approximately 22 minutes. 

Insights on the Sentient Store: The Store As Media, The Shopper As Audience

Chris Riegel: CEO & Founder - STRATACACHE, Chairman - Scala

Estimates place the number of retail media networks worldwide at over 200. Retailers have been successful in delivering incremental RMN revenue from their websites and their mobile apps, but they have been missing out on monetising the largest of all audiences — in-store shopper traffic. With retailers doubling down on extending their RMNs into the store, we’re rapidly heading into “The Golden Age of Retail Media,” an era in which the store is the new TV, and in-store audiences exceed those of major broadcast networks.

Chris Riegel shares insights about how in-store media is poised to accelerate, its similarities to other media, and how it is radically different – and more powerful (hint, in store media is not destination content, nor is it DOOH; the store is a distinct mission-based space well-understood by merchants). The session focuses on the insights that can be collected in-store, and how that in-store data can be monetized across channels. Chris details economical approaches to scaling networks, maximizing ROI, and increasing the overall enterprise value of a retailer’s most critical asset: their physical store.

Closing the In-Store Retail Media Buyer and Seller Expectation Gap - Creating the In-Store Media Framework that Retailers and Brands Require

Diana Abebrese: Global Retail Media Lead - EPAM Systems
Katrina Smart: Commerce Media Director, Europe- The Mars Agency
Chuck Billups: Senior Vice President Retail Media - PRN

According to many recent studies, brands are bullish to accelerate advertising investments in retail media in the store. Yet in-store options remain pervasively underdeveloped in terms of options and revenue when compared to retail digital media. Using The Retail Media Report Card with a special focus on UK in-store retail media opportunities, the panel also queries the role of programmatic in-store, what media buyers need to expand commitments to in-store and the impact on brand and trade funding.

The Connected Store: The Next Frontier of Retail Media with Tesco Media and Insight Platform

Bryan Roberts: Retail Futures Senior Partner - IGD
Nick Ashley: Client Development Director - Tesco Media and Insight Platform

What does the connected store mean to the UK’s largest grocery retailer? Nick Ashley, Client Development Director for Tesco Media and Insight Platform, shares what Tesco are doing to bring RMNs in-store to enhance customer experience, category impacts and open up new revenue streams. This discussion with the IGD’s Bryan Roberts explores the way in which growing their in-store RMN has brought opportunities as well as challenges and what has been learned in the process. Looking at the relationship between online and in-store, the changing priorities of marketers, promotional placement, the best use of digital alongside “old school” channels and more, Nick shares where he sees the value of in-store RMN for customers, brands and retailers as well as the opportunities that Tesco Media and Insight Platform are interested in exploring further.

Delivering Clickstream Data for the Physical Store – Extending Monetisation Across all Retail Channels Based on In-Store Behavioural Data

Ben Reynolds: Vice President Business Development - Walkbase
Bianca Hall: Senior Insight Director - SMG
Naomi Yonge: Data Science Manager - LiveRamp

What privacy-compliant tools exist for marketers to reach shoppers who visited store areas and didn’t convert? How can in-store content be curated based on in-store behavior? How will in-store behavior be tied to online actions to allow for full engagement across the entire shopping journey?

These capabilities are the holy grail of in-store engagement and network monetization. This session breaks down how, as retailers expand in-store, they will be able leverage next-generation, non-invasive technologies that allow them to add in-store behavior to their customer data platforms, enabling more efficient digital activation across all channels.

Leveraging Loyalty in a Cookieless Era

Erin Maxwell: Principal, Retail & Tech Practices - BCG
Brogan Anderson: Head of Digital Content, Retail Media & E-Commerce Activations - Coty
Sam Knights: CEO - SMG
Georgia Martin: Partnership Director - Boots Media Group
Stephanie Taylor: Head of Omni Media & Partnerships - Boots UK

In an era without third-party cookies, the value of retailer first-party data via loyalty programmes is skyrocketing. The panel explores how brands and retailers are evolving their loyalty data strategies, covering how companies like Boots are innovating within this space using loyalty data to enhance customer and brand experiences and how brands are working with retailers to gain key data. The panel discuss how differentiating loyalty programmes can compete in a crowded market and provide practical advice for those looking to leverage retail media and first-party data effectively. 

Takeaways from What’s In Store For Retail Media Networks

Kevin Carbone: Chief Executive Officer - Scala
Jonathan Rosen: SVP, Content, Strategy & Consumer Experience - PRN
Chris Riegel: CEO & Founder - STRATACACHE, Chairman - Scala

Kevin and Jonathan recap the key themes from across the day; looking at what issues and opportunities are most likely to be a key area of interest for brands, retailers and shoppers over the next year. Chris Reigel thanks those that have taken part in the day as well as those who have attended and welcomes those who want to continue the conversation further.