Gregor Murray’s Post

🚀 The retail media landscape is experiencing explosive growth, projected to hit nearly $130 billion by 2028 — more than double the $55 billion spent this year! 📈 But as brands dive into this lucrative channel, it’s crucial to be strategic and demand clarity on ROI. Brands are often asked to invest based on trust alone, which isn’t a sustainable strategy. While retailers rake in in margins of 60-65%, many brands struggle to obtain reliable performance data. Gregor Murray, VP of Strategy at Digital Commerce Global (DCG), emphasizes the importance of a “no data, no dollars” approach. DCG's recent Retail Media Benchmark Report sheds light on key considerations for effective retail media investments 👀 ✴ Engaged Leadership: Organizations with digitally savvy leaders see a significant market share growth (13.8% vs. 8.1%). Engaged leaders are better at negotiating, strategizing, and securing the data needed for informed decisions. ✳ Clarifying Objectives: It’s vital for brands to shift focus from merely seeking incrementality to enhancing customer satisfaction. Retail media isn’t impulsive — it's intent-driven! ✴ Understanding Your Investment: Brands must refine their retail media strategy by establishing clear objectives and leveraging robust data. Regular performance reviews and campaign testing are essential. ✳ The Six Reasons to Invest: As outlined in Murray's GRADES model, the goals should include growing basket size, retaining customers, acquiring new ones, driving trials, engaging lapsed customers, and satisfying new ones. In a world where retail media is becoming a cornerstone of marketing, brands must demand better data and forge collaborative partnerships with retailers. As Gregor puts it, “It’s your money. Make sure you know what you’re investing in.” 💡 Let’s embrace this retail media revolution wisely! 💪 Click below to read our latest blog ⤵ #RetailMedia #DigitalCommerce #MarketingStrategy #DataDriven #Leadership #CustomerEngagement #InvestmentStrategy

This is a good article on retail media, but I would add two things for the C-Suite to consider. Structure follows strategy. I still see many CPG companies that have not wrestled to the ground how retail media fits into the structure of their financial budget structure (trade, brand) and their organizational structure (sales, marketing, centralized/decentralized). I was in a meeting recently with a company that had 5 stakeholders weighing in on retail media strategy and execution between consultants, agencies, and internal resources. This lack of clear structure is sometimes a symptom of the absence of a well thought out retail media strategy to begin with but we are also seeing structure get in the way of executing a well crafted strategy. Internal constraints, entrenched thinking, turf wars, and the preverbial fly ball that drops between well intentioning teammates can get in the way of optimized retail media performance. Not saying these are easy fixes but they are controllables. They are worth attending to in every CPG organization.

Unlocking the Potential: The C-Suite Roadmap to Profitable Retail Media Ownership. Discover key strategies for retail executives to capitalize on the burgeoning trend of retail media. This insightful article outlines essential steps, from data optimization to customer-centric approaches, empowering C-suite leaders to transform their retail operations into lucrative media platforms. Stay ahead in the retail landscape with actionable insights and expert guidance. Emma Dean Samuel Knights SMG#RetailMedia #Csuite #RetailStrategy #Profitability #DigitalTransformation

eCommerce — Retail Media Networks: Funding & Responsibility Insights 📊✨ Fun Facts: (3) 🎉 62% Shopper marketing teams are primarily responsible for the planning and placement of retail media activities. 🎉 59% Brand budgets now lead as the top source of retail media funding, up from 45% a year ago. 🎉 49% Shopper marketing budgets follow closely as the second leading source, down from 53% last year. Key Themes: (2) 🔐 Broader Integration — Marketers, particularly in CPG companies, are increasingly integrating retail media networks (RMNs) into their broader marketing strategies, recognizing their potential to drive full-funnel outcomes, from awareness to conversion. 🔐 Team Collaboration — While Shopper Marketing teams continue to dominate responsibility across planning, placement, creative, and measurement, Brand Marketing and Media teams are playing more significant roles, especially in planning, creative execution, and measurement analysis. Now what? (2) 1️⃣ Leverage Cross-X Collaboration — Ensure that RMN strategies are developed collaboratively across Shopper Marketing, Brand Marketing, and Media teams to maximize impact across the funnel. 2️⃣ Optimize Funding Sources — With Brand budgets now taking the lead in RMN funding, marketers should align budget allocation with strategic goals to enhance retail media effectiveness. Source: ANA Retail Media Networks Report Credit: Roger Dunn #retailmedia #marketingstrategy #cpggrowth #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin

Thanks for including us in the Retail Media Summit roundup, Path to Purchase Institute! It was an honor to speak at this event and to engage in so many insightful conversations about the future of retail media. ICYMI: Chicory’s Meghan Howard, and Julia Miller, of Mars United Commerce, discussed why mindset matters, and why Contextual Commerce is a key strategy to thrive in the cookieless era. To learn how you can implement contextual commerce media in your next campaign, say [email protected]. https://hubs.ly/Q02H5tvK0

Retail alliances across Europe are tapping into the power of data science to transform their approach to retail media, creating a €31 billion opportunity. By leveraging rich shopper insights, alliances are helping brands connect with consumers at key moments, driving both relevance and revenue. "IAB Europe predicts an increase of more than 125% over a period of just four years. Compare that to growth of "just" 6% across Europe’s digital advertising market as a whole in the same period, and it’s quickly clear just how appealing retail media is becoming to brands." This article from dunnhumby highlights how advanced analytics and data-driven strategies are reshaping retail media to create high-impact, personalized customer experiences. If you’re passionate about data science and its impact on retail, this is a must-read! https://lnkd.in/gHd7BWcz #RetailMedia #DataScience #RetailAnalytics #CustomerExperience

#Retail #Media #Networks: opportunities and challenges for FMCG brands and retailers wanting to enter this space. In our latest article, we provide an update on how retail media is becoming more and more a lever to consider within FMCG marketing strategies. Here are the key points covered: - The Power of First-Party Data in Retail Media Networks. With third-party cookies phasing out, first-party data from retail membership programs is becoming invaluable for targeted advertising. - Organizational Shifts Required for FMCG Brands. To fully leverage retail media, top brands are restructuring teams and aligning brand and shopper strategies. - The Mindset Shift: thinking beyond ROAS. Forward-thinking brands are looking at broader metrics like incrementality, new customer acquisition, and share of digital shelf. - Challenges Facing Retailers in the Retail Media Space. From standardization issues to competition with Amazon, retailers entering this arena face several hurdles. How is your organization preparing to fully exploit this space? Link to the full article: https://lnkd.in/drt5BXgs

One of the better write ups I’ve read in a while. Great points in here by the author on why retail media is moving quickly to a strategic brand solution vs only a transactional solution. I fully agree retail media solutions are giving CPGs direct access to build a relationship with the consumer. As measurement evolves the focus on customer acquisition and long term relationships should become the primary markers of success for CPG brands. I’m curious how your opinion of retail media investments has evolved over the last several years? https://lnkd.in/gFWdn9Ua

Only 41 percent of retailers find the current process for selling and buying retail media efficient. This insight has prompted discussions on how to continue its development, what’s working well, and where the major pain points exist. To succeed, retailers must address five critical challenges halting progress on retail media’s potential. #retailmedia #marketingstrategy

Unlocking Incrementality Insights in Retail Media: Six Innovative Approaches 💡