Greg Deacon, vice president of media ads, groups and business development at Snappy Shopper talks to us about the rise of Quick Commerce, building long-term customer relationships, and the revolutionary impact of AI and Machine Learning on retail media. Deacon will also be speaking at Retail MediaX this May.
What emerging opportunities do you see in retail media that can drive brand visibility and sales beyond traditional advertising?
In the evolving retail media landscape, the biggest opportunity is the shift toward more integrated, real-time, and hyper-targeted experiences, especially with the rise of quick commerce (Q-Commerce). Quick commerce allows brands to meet consumers where they are in the moment, delivering products in an ultra-fast, on-demand fashion. This presents an incredible opportunity for retail media to engage customers through dynamic content and personalised offers based on real-time behaviours, whether they’re browsing online, searching for a nearby store, or making quick purchases via mobile apps.
By leveraging first-party data in Q-Commerce, we can deliver tailored, localised promotions that drive not only brand visibility but also immediate sales in a way traditional advertising can’t match. Quick commerce is opening up new avenues for real-time, hyper-targeted campaigns, and this immediacy is something we’ve never seen at this scale before.
What do you think is the secret to ensuring that retail media investments deliver sustainable, long-term growth, rather than just short-term sales boosts?
The key to sustainable growth in retail media, especially when quick commerce is factored in, is ensuring that media investments are not just focused on driving immediate sales, but also on building customer relationships for the long haul. Quick commerce may deliver fast results, but that’s only sustainable if brands treat it as part of a broader, long-term omnichannel strategy. By using data insights across online, in-store, and delivery channels, brands can deliver personalised, frictionless experiences that keep customers coming back.
Retail media shouldn’t just be a short-term sales driver; it should help nurture brand loyalty, create a seamless customer journey, and strengthen the connection between the brand and the consumer. With quick commerce amplifying the immediacy of customer needs, leveraging data across all touchpoints will ensure long-term growth that builds trust and repeat business, rather than just one-off transactions.
In what way do you think retail media strategies can be optimised to work seamlessly across different retail platforms whilst also delivering a unified customer experience?
For retail media to work seamlessly across different retail platforms, especially in the age of quick commerce, the key is to integrate data systems across online, in-store, and delivery platforms. Whether it’s a customer browsing for a product on their phone, ordering via a Q-Commerce app, or picking up in-store, all of these experiences need to align.
A unified customer view is essential, and we’re talking about using real-time data to optimise offers that match the customer’s immediate needs. Quick commerce adds urgency to the equation, so having a strategy that leverages predictive analytics, integrates Q-Commerce delivery data, and tailors the experience across platforms will provide a smoother and more consistent journey. Brands that effectively blend these data insights can create a cohesive experience, with tailored, personalised messaging that follows the customer wherever they interact, whether online or in-store.
What is your prediction for the role that AI and machine learning will play in the future of retail media, and how can we leverage these technologies to drive better results?
AI and machine learning are set to revolutionise retail media, especially with the rapid growth of quick commerce. The key will be using these technologies to deliver personalised, on-demand experiences that are tailored to a consumer’s immediate context.
AI will enable us to predict customer behavior at lightning speed, optimise campaigns in real-time, and dynamically adjust offers based on factors like location, past purchasing habits, and current shopping trends. For quick commerce, AI-powered systems can manage stock levels, predict peak demand times, and personalise product recommendations in real-time, enhancing both customer experience and operational efficiency.
Leveraging machine learning to analyse vast amounts of data across multiple platforms will help drive smarter decisions, more accurate targeting, and improved ROI, creating a seamless, efficient ecosystem where retail media and quick commerce work together to provide faster, more relevant customer experiences that drive both short-term sales and long-term loyalty.
Retail MediaX, the first RetailX Event of 2025, will take place on 13 May at 155 Bishopsgate, London.
During Retail MediaX, we uncover experience and opportunities for scaling the retail media networks powered by retailers, brands and agencies across three compelling content tracks: Creativity & Collaboration; Impact & and Performance; and Innovation & Technology.
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