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Mastering retail media –what you will learn at Retail MediaX

InternetRetailing Conference 2017

With retail media firmly entrenched on retailer, brand and agency roadmaps, bringing all parts of the value chain together in this nascent sector is more vital than ever. On 11 June, MediaX is doing just that, looking to leverage the knowledge of those retailers and brands already on their retail media journey and helping those just starting out understand the challenges, rewards and practicalities of getting going. 

Understanding the burgeon retail media landscape is key. RetailX’s latest report – to be published at the event – details the structure of the market, its evolution and its trajectory. At the event, Sofia Reguero Diez, Digital Media Director – EMEA, OMD, Tom Langley, Customer Personalisation & Retail Media, The John Lewis Partnership, Ben Foulkes, Commercial Director, Epsilon, Simon Piper, VP of Sales and Customer Success, Skai and Nicole Kivel, Managing Director Enterprise, Northern Europe, Criteo, will debate the key findings and discuss where the industry is heading – taking in the fragmentation seen across the sector and the need for coherence in measurement among many other topics to set the scene.

For many retailers, understanding this landscape helps to create the business proposition for retail media. It is a significant investment into something traditionally non-core to retail businesses and justifying that to the boards is vital. This team of experts will set you on your way to doing that.

Building it out

For many retailers and brands, retail media is something that they are looking to develop. As many as half of all retailers and brands are aware of it and are looking to leverage it, however, are yet to start. To aid this, industry expert – and Retail Media News editor – Colin Lewis from Retail Media Works will be outlining how to create a retail media network. In particular, he will be focussing on what it actually means for retailers to transition from being sellers to being sellers AND media owners. This encompasses creating a business model, developing a proposition and auditing your assets. 

Paul Stafford, head of digital marketing, retail media and online brand at Superdrug, takes this a step further with his take on turning a retail media proposition into a retail media network by assessing the optimal partnership models that exist between retailers and tech providers and how that can amplify the assets that a retailer brings to the table.

Elton Ollerhead, director – media group, Asos will also be on hand to explore how the fashion retailer has extended its already deep tie with fashion brands to create its retail media network – from pain points to quick wins and beyond. 

What makes this all tick is data. Retail media networks are build on the data that retailers hold on their customers. Thibaut Munier, COO and co-founder of Numberly will help delegates explore how to collect data, how to collaborate to leverage that data and how to create a clean room in which to do it. 

This is perhaps the crux of retail media for both retailers and brands: understanding how to collect and use data in a measurable way that drives both sales of brand products through retailer sites and, for retailers, also drives sales of ad inventory. 

What’s in-store?

A growing part of the retail media inventory offering lies in-store, with digital signage, in-store scanners and app use and even store TV and radio. Making this work as part of a retail media offering is a new challenge for many retailers – even those with a retail media network – and unlocking its potential requires a mind shift in using in-store ad properties and then measuring them. 

Chris Riegel, CEO of Stratacache will be unlocking this, while Dean Harris. Head of Co-op Media Network at convenience store Co-op will explore how in-store can be built into a retail media network offering and how that works in the convenience grocery sector. 

The measure of success

Understanding how successful a retail media play is comes down to measurement. The advantage of digital advertising is that it is hugely measurable – the downside is that, unless all things are measured int eh same way, no two networks are comparable. And that can be a problem for brands. 

Unlocking how measuring works and what performance metrics are needed will be discussed by an expert panel featuring Nicole Pilkington, Global Head of eCommerce Acceleration, Barilla Group; Stuart Heffernan, Global E Commerce Leader, Pernod Ricard; Nur Eral, European Ecommerce Brand Experience Specialist, The Clorox Company; Pinki Choudhury, Head of Product, Marketplace & Retail Media, Kingfisher Group; and Ambre Carrayrou, Senior Business Developer, Mirakl Ads. The panel will delve into the need for standardised performance KPIs and improved attribution. 

Matt McLellan, Customer Planning & Proposition at Asda and Sam Knights, CEO at SMG will look at how this works in practice and how analysis of retail media campaigns that are customer centric and effectively planned with precision and data worked for the grocer.

Preparing for the next phase

The retail media sector is relatively new and, as a result is rapidly evolving. Understanding the future trends, exploring new formats in ads and challenges and looking at what brands are wanting from it are all vital for next stage developments. 

Here, Alex Prouhet, Global Director – Commercial, Deliveroo; Jayesh Rajdev, Controller of Advanced Advertising, ITV; Charlotte Murphy, Head of Retail Media, Unilever; Courtney Hopkins, Vice President of Strategic Partnerships, Rokt; and Jessica Cooke, Head of Media & Loyalty, Stonegate Group will bring their vast and advanced knowledge to bear on unlocking these next stages. 

With some of the most advanced retail media networks and advertising propositions in place today, this panel has the breadth of knowledge to help steer the industry to where it needs to go. 

With more than 20% of total digital ad spend predicted to be spent through retail media in the next two years, now is the time to get your network ready. Whether you are a retailer, a brand, an agency or any of the raft of other players across the sector, MediaX in 11 June has the people and information for you to get to the next level. See you there.

Registration for Retail MediaX remains open.

Asos, John Lewis Partnership, Asda and many more are speaking at this brand new event on 11 June 2024.

For more information about Retail MediaX, held at The Cavendish Conference Centre London, click here.

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