As part of the The Devil is in the Detail: Aligning Teams, Aligning Incentives panel at Retail MediaX, speakers from LS11 Media Services (Asda), John Lewis Partnership, Myathena and Stonegate Group looked to provide a practical framework for delivering success retail media campaigns.
Jemma Haley, partner & business lead – retail media & supplier insights at John Lewis Partnership, provided some insight into aligning internal teams. She said: “Over the past two years, we founded a specific Adtech team within both John Lewis and Waitrose sides of business. That team sits within the online product ecommerce team so they’re completely part of that matrix way of working.
“By implanting them into that team/world has been really effective because they’ve been able to truly embed themselves across each of those different facets of online ecommerce and drive forward really close working relationships.” This has been key when launching new campaigns or different placements as it has driven “extremely effective” ways of working.
Sian Durham, head of propositions and operations at LS11 Media Services (Asda) adds to this by stressing that there needs to be strong internal communication and education of the whole team. She noted: “ We really need to focus on engaging our retail teams to help us deliver what we need to do.
“A big piece that is ongoing in our business is how we educate and help all of those stakeholders understand what we can deliver. Although we’ve been in this business for a long time, there’s always another team or a new proposition that we’re trying to land, which will require the engagement with a new team or a new stakeholder within our business.
“It’s being on the front foot and ready to embrace that – have that conversation with them. This means further down the line the execution is seamless and lands with impact.”
Jessica Cooke, director of media and loyalty of Stonegate Group, gets straight to the point: “Being able to communicate to people in ways that aren’t wanky marketing terms is a really unique skill. I’ve had to learn that. I didn’t realise it wasn’t natural to me. It’s been a real learning journey where you have to just be quite humble and understand how to communicate to people.
“Top down, the business understands it. They know they have to get behind it. Bottom up, they also have to understand why it’s important and why they have to do it. Trying to speak language that people understand and then finding right incentives that people understand.”
Adi Ronen, CEO, Myathena, is looking forward and harnessing AI to make life easier for retailers, their media networks and teams. She noted: “ We are trying to combine AI in the full funnel of creation – the video, the moderation and the compliance. Everything to really make the retailer life easier and decrease costs for all sides.
“The integration should become easier, something that we we’re actually doing at Myathena is that we are integrating with the current platforms the retailer already the has. We are trying to prevent more integration on the retailer side and trying to integrate with what they already have.”
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