Retail Media Therapy

Grace & Co | Retail Media Experts
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Join us for a spot of Retail Media Therapy as Viv Craske and Colin Lewis discuss the biggest stories in retail media & commerce media. This podcast is brought to you by Grace & Co the marketing acceleration consultancy. Hosted on Acast. See acast.com/privacy for more information.

  1. 2 DAYS AGO

    EP42 – The Trade Desk Vs HoldCos beef; Airline Media; and how to get hired

    Retail Media Therapy – EP42 Hiring Boom, Industry Beef & The Rise of Airline Media This week, Viv Craske and Colin Lewis unpack three major shifts in retail media: A growing power struggle between holding companies and The Trade DeskA surge in retail media hiring (and what it takes to stand out)Why airlines are becoming retail media giants Topic 1: The Trade Desk vs Holding Companies A major industry conflict is brewing: Omnicom joins Publicis, WPP, and Dentsu in investigating The Trade DeskOfficial concern: transparency and platform feesUnofficial theory: control and margin pressure Key Insight: Holding companies may want to: Own media buying infrastructure (“the pipes”)Monetize their own AI-driven targetingReduce reliance on third-party platformsIs The Trade Desk still a partner… or now a competitor? Topic 2: Retail Media Hiring Boom Retail media is officially mainstream. What’s happening: 26 new roles spotted in one week aloneHiring across retailers, agencies, and platforms globally:UK: Tesco, Ocado, Deliveroo, WPPUS: Macy’s, CVS, DentsuEurope: Douglas, ICAEven banks launching media networks Skills You Need to Win: Commercial mindset + revenue focusRetail and media expertiseStakeholder managementStorytelling & negotiationStrategic + analytical thinkingAdaptability Colin’s 5 Winning Mindsets: Build expertise across disciplines (especially brand growth)Develop personal agency (be a “doer”)Master modern collaborationThink like a showrunner (vision + detail)Adopt a test & learn mentality Topic 3: Airline Commerce Media Airlines are quietly becoming powerful retail media platforms. Why it matters: Airlines historically make ~$5–$7 profit per seatThrough retailing (upsells, hotels, cars), that can jump to $100+ per customerThe Game Changer: Connectivity (e.g. Starlink) Real-time passenger data + loyalty profilesEnables personalized, high-value advertisingCreates a captive, high-intent audienceOpportunity: Turn onboard experiences into media channelsReplace generic ads with personalized contentUnlock high-margin revenue streams 🔗 Follow & Learn More 🌐 retailmediatherapy.com ⭐ Don’t forget to rate & follow the podcast Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    23 min

  2. 7 APR

    EP41 – Mark Williamson of Costco on the power of saying 'No'

    Retail Media Therapy Episode 41 Costco, Membership Models & the Future of Connected Commerce In this special episode, Viv Craske and Colin Lewis are joined by Mark Williamson (AVP Retail Media at Costco) to unpack how one of the world’s most disciplined retailers is approaching retail media – without compromising its core business model. From Costco’s iconic $1.50 hotdog to its membership-first philosophy, this episode explores how retail media can drive growth while staying true to brand principles. The conversation dives deep into sales velocity, data strategy, and Costco’s partnership with Symbiosis (now part of DoorDash) to enable a new kind of connected commerce search. Key Topics Covered: The Costco Model Explained Membership-first business modelLow-margin, high-efficiency strategy focused on delivering valueEcosystem approach: retail + services The $1.50 hotdog as a symbol of customer commitment Retail Media, the Costco Way Retail media must serve member value first, not just ad revenueBuilt on strict guardrails and principles, not “quick wins”Transparency & data governancePrivacy-first measurementSaying “no” to misaligned revenue opportunities is a strategic advantage Sales Velocity > Vanity Metrics Core metric: sales per warehouse per weekRetail media’s job = increase product movement, not just impressionsFaster sales = better operations + stronger membership renewalKeeps retail media aligned with merchant priorities Connected Commerce & Symbiosis Partnership enables performance-driven shopping adsExtends reach beyond Costco’s owned channels (search, social, etc.)Connects upstream signals → downstream conversions The Big Idea: Connected Commerce Search Meet customers wherever they search (Google, social, LLMs, etc.)Identify intentPersonalize experiencesDrive conversion back to Costco The Power of Saying No No to non-endemic advertising (if it doesn’t serve members)No to short-term monetization that breaks trust“Costco will survive without retail media—so it must add real value” Bonus Discussion: Opportunities Beyond CostcoMembership + retail media = powerful combo (Amazon, Walmart)Untapped UK opportunities:B&M (high traffic, strong app usage)Holland & Barrett (health data + personalisation potential) Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    28 min

  3. 24 MAR

    EP40 – Has OpenAI killed agentic commerce?

    OpenAI has stepped back from its “instant checkout” experiment—raising a big question: is agentic shopping already over before it began? In this special news update, Viv and Colin – alongside Grace & Co's new AI expert Rob Isaacs – unpack what really happened, whether OpenAI misjudged the complexity of e-commerce, and what it means for retailers, AI search, and the future of retail media. Key Topics Covered:OpenAI’s withdrawal from instant checkout Why scaling across retailers is harder than expectedThe reality vs hype of “agentic shopping”Consumer behaviour: search vs full-funnel AI commerceAdvertising strategies across AI platforms (OpenAI vs Perplexity vs Anthropic)What retail media networks should do next “They tried to conquer e-commerce in six months – something that took Google years.” “AI reinforces expertise – it doesn’t replace it.” “You have the products, you have the customers. That’s not going away.” “Everything loops back to closed-loop attribution.” Stay tuned for more episodes of Retail Media Therapy, where we unpack the biggest shifts in commerce, media, and AI. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    13 min

  4. 10 MAR

    EP39 – AI ad U-turns; Argos and marketplaces; Wickes and home improvement

    In this episode of Retail Media Therapy, Viv Craske and Colin Lewis unpack a week packed with developments across AI search, retail media innovation, and marketplaces. Key Topics in This Episode: AI platforms are reconsidering advertising AI search platforms are taking different approaches to monetisation. Perplexity is stepping back from ads to protect user trust, while Google is experimenting with ads inside AI search results. At the same time, Criteo has announced the ability to run performance advertising within ChatGPT, signalling that retail media could become an early monetisation layer for AI interfaces. Criteo’s integration with ChatGPT and tests by Target’s Roundel suggest retailers and ad tech platforms are moving quickly to connect retail media demand with AI environments. Argos launches a marketplace with Mirakl Argos, owned by Sainsbury’s, has selected Mirakl to power its new marketplace. Marketplaces allow retailers to expand product assortment rapidly, attract long-tail sellers, and layer retail media monetisation on top. Mirakl’s growing ecosystem - including marketplace tools, advertising capabilities and AI integrations - is helping retailers accelerate this strategy. Wickes launches a DIY retail media network UK home improvement retailer Wickes has launched its own retail media network, joining the growing list of non-grocery retailers monetising their audiences. DIY retail media comes with unique challenges: Longer shopper journeysLower purchase frequencyGreater need for education and contentA mix of B2C and trade customersThis means awareness, inspiration and video content may play a bigger role than pure conversion advertising. Key Takeaways • AI platforms are still experimenting with how advertising fits into AI search experiences • Retail media players are already moving into AI environments • Marketplaces remain a powerful engine for retail media growth • DIY and home improvement retail media networks require a different strategy from grocery or FMCG Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    23 min

  5. 3 MAR

    EP38 – Does size matter? Has Bayer got it wrong? Should you in-house?

    Retail Media Therapy – EP38 Open Letters, Big vs Small Networks & The In-Housing Dilemma Welcome back to the couch. In this episode of Retail Media Therapy, Viv and Colin tackle three topics that are dominating boardrooms, conference stages and LinkedIn threads: The measurement obsession in retail mediaWhether size really matters for retail media networksThe rise of in-housing – and what it means for brandsExpect metaphors. Mild football confusion. And a lifetime supply of Berocca at stake. 🧨 Topic 1: An Open Letter to Bayer on Measurement After comments from Bayer’s retail media lead suggesting retail media must improve measurement before budgets increase further, Viv responds with an open letter. The central question: Why are we holding retail media networks to a higher measurement standard than the rest of advertising ever faced? Key discussion points: Retail media now commands 25% of some brand media budgetsCalls for “holistic measurement” and cross-retailer comparisonsThe industry's obsession with incrementalityWhether measurement is genuinely the blocker - or just the latest conference cliché Colin’s take? No TV network in history was ever asked for perfect incrementality modelling before getting a budget. Viv’s take? We’ve confused efficiency with effectiveness. And yes, there may be aspirin involved. 📏 Topic 2: Does Size Matter in Retail Media? Two case studies spark the debate: A UK Co-Op retail media network launching with ~500 stores and 1 million membersAustralia Post launching a network with limited rolloutSo how big is “big enough”? Is scale essential? Or is audience quality and retailer relationship what really matters? Key considerations: CPM economics at smaller scaleRegional strength vs national reachSpecialist audiences vs mass audiencesThe myth that “more networks” equals “too many networks”Conclusion? Size doesn’t automatically determine value. Relevance does. 🏠 Topic 3: In-Housing – Retail Media’s Next Shift In-housing is accelerating – particularly driven by retail media. Why? Speed requirementsExponential growth in creative demandCost pressureNeed for commercial alignmentAI enabling scaleColin shares examples including: P&G dynamically optimising sponsored products every 15 minutesArla’s “The Barn” in-house modelL’Oréal’s Retail team moving to 100% programmatic in-houseBut it’s not all upside. Viv raises the key risks: Talent churnCultural clashCreative stagnationOwning underperformance internallyThe likely answer? Hybrid models. Keep strategic creativity external. Bring operational scale closer. 💡 Episode Takeaways Retail media measurement is improving – but the narrative is exaggerated.Smaller networks can still offer meaningful value.In-housing is accelerating – but managing talent and performance is complex.The future likely belongs to hybrid models.🛋️ Join the Conversation Is measurement really retail media’s biggest problem? How big is big enough? Would you in-house retail media? Lie down on the couch and let us know. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    20 min

  6. 17 FEB

    EP37 – Adam Smith, Iceland Retail Media – the hard work to make screens awesome

    Iceland Retail Media’s 5,000 Screen Rollout & The Future of Measurable In-Store Media This week on Retail Media Therapy, Viv Craske and Colin Lewis sit down with Adam Smith from Iceland Retail Media to unpack one of the most ambitious in-store retail media projects in the UK. Iceland isn’t just refreshing its network - it’s rolling out up to 5,000 in-store screens across in under a year. And they’re not just adding screens - they’re transforming measurement. What You’ll LearnResetting a Retail Media NetworkIceland Retail Media relaunched in 2025 after restructuring its agency model.Screens have been part of the business for years - but this rollout takes them to an entirely new level.A fast-moving, privately owned business means rapid execution. Why Screens? Why Now?Every major UK retailer is investing in in-store screens - the question is how well they measure.Iceland chose to double down on screens as a core channel of its retail media strategy.The rollout could become one of the largest non-London-centric in-store networks in the UK. Clickstream for the StoreAdam describes the ambition as bringing “clickstream media to bricks and mortar.” Key elements include: Real-time in-store impression measurementDwell time trackingViewable impression dataClosed-loop attribution linking media exposure to EPOS salesThe goal? Prove that £1 spent in-store can outperform £1 spent elsewhere. Privacy-First MeasurementInstead of cameras or facial recognition: Iceland is using millimetre-wave sensorsTracking is based on water-content scanningEach shopper is anonymised via temporary RFID taggingFully GDPR compliantNo personal identification or ongoing trackingThis approach delivers measurable impressions without compromising shopper trust. Beyond Media: Operational InsightsThe data doesn’t just power media measurement. It also enables: Live footfall trackingCustomer flow mappingHotspot identificationSmarter merchandising decisionsBetter labour planningRetail media becomes infrastructure - not just advertising. The Mustard Case StudyA standout example with McCormick: AB test: stores with screens vs. withoutNon-promoted EDLP product10% sales upliftCategory share increaseClear link between impressions and salesAnd this isn’t just a one-off - this level of reporting is now standard for Iceland suppliers. The Operational RealityInstalling thousands of screens is no small task: Overnight installations in live retail environmentsInfrastructure challengesStore team coordinationRetail media isn’t just marketing - it’s operations. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    25 min

  7. 10 FEB

    EP36 – Savvy Diageo, Greedy ChatGPT, bad AI traffic

    Episode 36 – Is ChatGPT Getting Greedy? Diageo Gets Data-Savvy & AI Traffic Explained In this episode of Retail Media Therapy, Viv Craske and Colin Lewis dive into three of the hottest topics shaping retail media, marketing, and advertising right now. First, they unpack the launch of ChatGPT advertising, questioning whether reported $60 CPMs are sustainable — or whether they’re a deliberate premium strategy driven by FOMO, brand signalling, and future valuation considerations. Next, the conversation turns to Diageo’s retail media strategy, where the global drinks giant positions retail media networks as a full-funnel channel. From leveraging retailer first-party data to activating campaigns offsite via CTV and sponsorships, Diageo shows how retail media can connect brand building directly to purchase behaviour. Finally, Viv and Colin explore the rise of AI-driven shopping traffic. With millions of referrals now flowing from AI tools to marketplaces, they debate whether this represents net-new demand or potential cannibalisation — and why RFM-based targeting could be the key to turning AI disruption into growth. A must-listen for anyone working in retail media networks, marketing strategy, or digital advertising. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    20 min

  8. 27 JAN

    EP35 – Show Me The Money: CPGs & JBPs.

    The Hard Thing About Hard Things: Making Retail Media Work Inside and Outside of JBPs In this continuation of the Show Me the Money special, Viv Craske and Colin Lewis tackle one of the toughest challenges facing brands today: extracting real value from retail media spend locked inside Joint Business Plans (JBPs). From FMCG vs CPG debates to Beatles metaphors (John, Paul, George & Ringo = marketing, shopper, digital & ecommerce teams), the episode unpacks why retail media budgets are fragmented, hard to track, and often inefficient. Viv and Colin explore how brands can regain control, align media spend to business objectives, and negotiate smarter retail media agreements that go beyond “promised spend” toward measurable impact. This episode is a practical guide for brand, sales, and marketing leaders navigating the tension between commercial commitments and media effectiveness. Key topics covered: Why JBPs are one of the hardest places to unlock retail media valueThe “four Beatles” problem: fragmented media budget ownershipWhy brands often don’t know who is spending what—and whereThe tension between commercial teams committing media and marketers needing flexibilityA simple 3-part retail media budgeting framework:Goal-driven budgetingSpending effectively (incrementality & measurement)Being “always on”How brands can negotiate flexibility, transparency, and insights from retailersThe rise of joint marketing agreements and retail media-specific JBPsWhy marketing teams must be in the room - not just sales Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    18 min
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About

Join us for a spot of Retail Media Therapy as Viv Craske and Colin Lewis discuss the biggest stories in retail media & commerce media. This podcast is brought to you by Grace & Co the marketing acceleration consultancy. Hosted on Acast. See acast.com/privacy for more information.

Information

  • Creator
    Grace & Co | Retail Media Experts
  • Years Active
    2024 - 2026
  • Episodes
    42
  • Rating
    Explicit
  • Copyright
    © Grace & Co
  • Show Website
    Retail Media Therapy

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