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. EP45 – The secrets behind Türkiye's Retail Media success with Kina Demirel, Mimeda

    May 26

    EP45 – The secrets behind Türkiye's Retail Media success with Kina Demirel, Mimeda

    Retail Media Therapy's special episode is live from Istanbul with guest Kina Demirel, Managing Director, Mimeda Your host is Colin Lewis. Recorded live in Istanbul at Mimeda's studios ahead of a major retail media event hosted by Mimeda for 500 brand representatives – one of the largest retail media gatherings in Turkey. Kina Demirel has spent 30 years in retail, originally drawn to loyalty programmes while studying in the UK. On returning to Turkey she joined Migros, running their loyalty programme before expanding into marketing and media. Around 15 years ago, Migros began advertising to brands using customised segments from loyalty data – the precursor to what became Mimeda. Mimeda was founded four years ago as a standalone retail media company, spun out of Migros. It is the first retail media company in Turkey. Mimeda has grown from 10-15 people at launch to close to 100 employees. Key Insights & Takeaways: Hybrid shoppers are your most valuable customers. Consumers who shop both in-store and online have significantly larger basket sizes. Mimeda actively encourages brands to run campaigns across both environments. Integrated campaigns multiply effectiveness. Using a single retail media channel produces a meaningful sales uplift. Combining in-store and online channels doubles the effect. Integrated campaigns consistently outperform single-channel buys. Don't abandon your customer at the store entrance. If a brand invests heavily in TV, social, and outdoor, they must also be present throughout the in-store journey. From entrance to exit, Mimeda's screen and digital shelf network ensures the brand stays connected to the shopper – because without that presence, shoppers get lost in the maze. Search is the critical starting point online. 65% of online shoppers begin with search. Brands that are not visible in search are effectively invisible to the majority of online shoppers. Influencer ROI can be proven. By linking influencer content directly to Mimeda's sales data via trackable URLs, Mimeda can attribute purchases to individual influencers – distinguishing high-performing talent from those delivering only awareness. People & Structure — roughly a 10x increase in a few years. Teams span: The Road Ahead: From Retail Media to Smart Media Mimeda is evolving its positioning from retail media network to "smart media" – leveraging superior consumer data to serve as a strategic partner to brands, not just a media vendor. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    20 min
  2. EP44 – Part2: Omnichannel success with Tesco Media's ex-strategist Florian Clemens

    May 5

    EP44 – Part2: Omnichannel success with Tesco Media's ex-strategist Florian Clemens

    From Tesco Media to Tomorrow’s Stack: Building Retail Media That Actually Works (Part 2) With special guest Florian Clemens - ex-Director of Strategy, Proposition and Measurement at Tesco Media; built the global accounts team at Amazon Advertising. Hosted by Viv Craske & Colin Lewis. Brought to you by Grace & Co, the marketing and commerce consultancy. Part two of our special with Florian Clemens dives into the unsexy-but-critical machinery behind retail media: interfaces, platforms, ad policy, data sharing and measurement. We open with the tier-one question every retailer is asking - self-serve or managed service? - then move into how to design ad experiences without breaking the retail experience, why ad policy matters more than people think, and the big make-or-buy question facing every retail media network. Florian closes with a TLDR every retail media leader should pin to the wall: what is your theory of incrementality? If you missed Part 1 on supply and demand, queue it up first... About our guest Florian Clemens has spent more than a decade at the heart of retail media. He built the global accounts team at Amazon Advertising and most recently led strategy, proposition and measurement at Tesco Media. Topics covered •   Self-serve vs managed service for tier-one CPG advertisers •   Designing retail interfaces with ad placements built in •   Search placement density, relevance guardrails and AB testing •   Ad policy and sensitive categories (the “red face test”) •   Contextual ad rules: homepage vs in-category, browsing signals •   Data sharing posture and the LiveRamp question •   AI model training risks when sharing purchase data •   Building a 5-10 year omnichannel retail media platform •   Make-or-buy decisions and the limits of today’s vendor stack •   Next-best-action across media and retail (contested space) •   Yield management and integrated promo/pricing planning •   Conversational search and AI agents as new entry points •   iROAS online vs in-store and brand-lift measurement •   Theory of incrementality as the strategic north star Enjoyed the episode? •   Follow Retail Media Therapy wherever you get your podcasts •   Rate and review — it genuinely helps new listeners find us •   Visit retailmediatherapy.com for more episodes and resources •   Learn more about Grace & Co, the marketing and commerce consultancy behind the show Hosts: Viv Craske and Colin Lewis · Guest: Florian Clemens · Producer: Grace & Co Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    18 min
  3. EP43 – Omnichannel success with Tesco Media's ex-strategist Florian Clemens

    Apr 28

    EP43 – Omnichannel success with Tesco Media's ex-strategist Florian Clemens

    Episode 43: Building Omnichannel Retail Media (Part 1) Hosts: Viv Craske & Colin Lewis Guest: Florian Clemens – Former Director of Strategy, Proposition & Measurement at Tesco Media; former global accounts leader at Amazon Advertising In this episode of Retail Media Therapy, Viv and Colin are joined by retail media veteran Florian Clemens to unpack the complexity of building a true omnichannel retail media business. Drawing on his experience at Tesco Media and Amazon Advertising, Florian breaks down the four major supply sources in retail media, the core principles for designing retail media propositions, and how retailers should think about demand – from large CPG partners to marketplace sellers and agencies. This is Part 1 of a two-part conversation, focusing on inventory supply and advertiser demand in retail media. Why Omnichannel Retail Media Is Hard Building retail media on top of a retail business involves managing multiple moving parts simultaneously: Ad inventory across physical and digital environments Retail priorities vs advertising priorities Technology and data infrastructure Advertiser expectations shaped by large platforms Florian emphasizes that retailers must coordinate many internal interfaces while building a credible media proposition. The Core Framework: “Win–Win–Win” Florian highlights a guiding principle for retail media strategy: Every retail media product must work for three stakeholders: Shoppers – Ads must enhance or at least not harm the shopping experience Advertisers – Campaigns must deliver measurable results Retailers – The activity must drive revenue and category growth If any of these fail, the retail media product quickly breaks. Retail Media Supply: The Four Major Inventory Sources 1. In-Store Media 2. Onsite & App Media 3. Offsite Retail Media 4. CRM & Loyalty Media Example activation: Clubcard challenges Customers earn points for increasing spend on a product Brands fund the loyalty reward Brands only pay if customers convert Demand Side: Where Retail Media Revenue Comes From Major suppliers generate a large share of revenue through Joint Business Plans. Retail media can support broader category growth strategies. Retail media becomes part of joint commercial planning, not just advertising. Smaller brands often lack traditional brand budgets. Retailers must support them through: Self-serve ad tools Performance-driven retail media campaigns Agency support similar to Amazon marketplace models Marketplace Sellers Marketplace sellers often assume retail media works like Amazon. But discovery dynamics differ. Example challenge: Shoppers may not search for categories like garden furniture on grocery sites. Non-Endemic Advertising: Non-endemic brands represent a major future opportunity. But retailers must offer: High-impact placements (video, homepage takeovers) Brand measurement tools Strong category guidelines Retailers also need clear internal policies about which non-endemic advertisers are acceptable. Agencies and the Future of Commerce Media Florian predicts a major shift: “Commerce is eating advertising.” Two agency worlds are emerging: Performance Agencies: Want retail media platforms to behave like Amazon. Focus heavily on sales outcomes Brand Agencies: Interested in upper-funnel opportunities. But still expect campaigns tied to sales impact Retail media’s promise is combining brand and performance measurement into a single ecosystem. Key Takeaways Retail media must deliver value to shoppers, advertisers, and retailers simultaneously The four major supply sources are in-store, onsite/app, offsite, and CRM Retailers must balance relevance and inspiration Future growth will come from offsite media and non-endemic advertisers Agencies and brands increasingly expect commerce-driven advertising outcomes What’s Coming in Part 2 In the next episode, the discussion continues with: How retail media teams work with internal retail stakeholders The technology stack required for retail media The platform architecture retailers must build Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.

    21 min

  4. Apr 21

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

    Apr 7

    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
  6. EP40 – Has OpenAI killed agentic commerce?

    Mar 24

    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

  7. Mar 10

    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

  8. Mar 3

    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
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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
    45
  • Rating
    Explicit
  • Copyright
    © Grace & Co
  • Show Website
    Retail Media Therapy

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