This post was created in partnership with Albertsons Media Collective
Key takeaways
- Multiple teams should be included in a brand’s retail media strategy.
- It’s critical to use data to help make strategic omnichannel decisions.
- AI can help brands take action on new insights and supercharge their retail media game plan.
Can the rise of retail media unlock the true potential of omnichannel strategy?
During an ADWEEK House Cannes Group Chat co-hosted with Albertsons Media Collective, industry leaders shared their enthusiasm and offered insights about how retail media is disrupting traditional strategies by bringing teams together, infusing richer data, and driving measurable results.
(L-R) Albertsons Media Collective’s Ben Richardson, Bayer’s Samantha AviviForging new alliances
The discussion opened with Ben Richardson, an agency sales executive at Albertsons Media Collective, sharing his optimism about retail media’s role in bringing together traditionally siloed teams. “Our leadership ladders up to the same place. So, the merchant team and the retail media network, the ecommerce team, the pharmacy—it’s all pointed in the same direction,” he said.
The panel agreed that getting everyone in the same room is crucial for retail media success. “We’re not only bringing the merchants and the retail media together, but we’re also bringing the brand teams, the sales team and really doing true joint business plans that are a win, win, win—a win for the consumer, a win for the customer and a win for the brand,” said Samantha Avivi, CMO at Bayer.
(L-R) Yoobi’s Sarah Leinberger, DoorDash’s Katie Daleo