Retail Media Breakfast Club

Kiri Masters
  • 5.0 (6)
  • MARKETING
  • UPDATED DAILY
Retail Media Breakfast Club

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

  1. Best Buy's Marketplace Bet Is Really About Ad Revenue

    11H AGO

    Best Buy's Marketplace Bet Is Really About Ad Revenue

    In this episode, we explore Best Buy's upcoming launch of a third-party marketplace in the US set for this summer. While expanding its product range is a goal, the primary focus is on building a robust advertising business. We delve into insights from Best Buy's recent earnings call, where CEO Corey Barry emphasized the interconnectedness of the marketplace and advertising strategies. We also compare Best Buy's current approach to historical attempts and other retail giants like Walmart and Amazon. Key highlights include the diversification of advertisers, impacts on brands, seller perspectives, and anticipated consumer benefits. The episode concludes with a bullish take on Best Buy's potential ad revenue growth through this marketplace initiative. Link to Kiri's original Forbes article on this topic, published Tuesday march 11 : https://www.forbes.com/sites/kirimasters/2025/03/11/best-buys-marketplace-bet-is-really-about-ad-revenue/ Link to Pentaleap/ Colosseum strategy report: https://www.pentaleap.com/reports/h2-2024-sponsored-products-benchmarks-report PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(00:20) About the Show(00:42) Introduction and Overview(02:06) Best Buy's Marketplace History(04:19) Advertising Potential of Marketplaces(06:11) Diversifying Advertiser Base(10:17) Seller Perspectives on Best Buy's Marketplace(13:18) Conclusion and Future Outlook(13:48) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    14 min
  2. Retailers Are Learning to Sell (Part 3/3): How Retailers and Media Buyers Can Work Better Together

    1D AGO

    Retailers Are Learning to Sell (Part 3/3): How Retailers and Media Buyers Can Work Better Together

    In this special 3-part series, Jordan Witmer, Managing Director of Unified Commerce at the agency Nectar First, joins Kiri to riff on the business of retail media from an advertiser, technology, and retailer perspective. we discuss about how retailers are jumping into the business of selling their ad inventory to brands. As they stand up these highly profitable properties, retailers need to grapple with a very "retail" challenge: their unique value proposition - but this time to advertisers rather than consumers. In today's episode (the final episode of this miniseries), we discuss how retailers and media buyers can work better together, the need for transparency, and the importance of differentiation. Additionally, we explore the trend of self-service ad buying, highlighted by PepsiCo's recent move, and its implications for brands and retailers alike. Tune in for a deeper understanding of how retailers can collaborate more effectively with brands and optimize their media strategies. Link to Jordan's LinkedIn profile: https://www.linkedin.com/in/jordan-witmer-b220b646/ Link to Nectar First: https://nectarfirst.com/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(01:08) About the Show(01:28) Introduction and Initial Thoughts(01:45) Risks in Retail Media Networks(03:09) Consumer Perspective on Retail Media(05:24) Transitioning from Minor to Major League Retail Media(07:13) PepsiCo's Move to Self-Serve Ad Buying(07:54) Advantages of Self-Service for Brands(08:45) Incentive Structures in Managed Service Setups(10:20) Conclusion and Final Thoughts(10:38) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    11 min
  3. Retailers Are Learning to Sell—But This Time, It’s Media (Part 2/3): The Retail Media Tech Stack

    2D AGO

    Retailers Are Learning to Sell—But This Time, It’s Media (Part 2/3): The Retail Media Tech Stack

    In this special 3-part series, Jordan Witmer, Managing Director of Unified Commerce at the agency Nectar First, joins Kiri to riff on the business of retail media from an advertiser, technology, and retailer perspective. we discuss about how retailers are jumping into the business of selling their ad inventory to brands. As they stand up these highly profitable properties, retailers need to grapple with a very "retail" challenge: their unique value proposition - but this time to advertisers rather than consumers In today's episode, we discuss why some retailers are hesitant to disclose details about their tech stacks and how standardized technologies can benefit retail media buyers. Jordan highlights the importance of identifying the underlying tech used by retail media networks and provides insights into the key questions media buyers should ask to understand these systems. The episode also delves into the red flags media buyers should watch out for, emphasizing the need for transparency and trust in the industry. Link to Jordan's post about Product versus Keyword Targeting within sponsored product ads: https://www.linkedin.com/pulse/expanding-sponsored-products-conversation-jordan-witmer-tehqe/?trackingId=zLjMV%2F3kROKDRueyDPnSug%3D%3D Link to Jordan's LinkedIn profile: https://www.linkedin.com/in/jordan-witmer-b220b646/ Link to Nectar First: https://nectarfirst.com/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(00:27) About the Show(00:48) Introduction and Recap(01:13) Retail Media Networks and Technology(02:03) Identifying Backend Technologies(03:00) Understanding the Ecosystem(05:11) Questions for Media Buyers(06:24) Red Flags in Media Buying(07:23) Transparency and Trust Issues(08:19) The discussion continues(08:30) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    9 min
  4. Retailers Are Learning to Sell—But This Time, It’s Media, Not Products (Part 1/3)

    6D AGO

    Retailers Are Learning to Sell—But This Time, It’s Media, Not Products (Part 1/3)

    In this special 3-part series, Jordan Witmer, Managing Director of Unified Commerce at the agency Nectar First, joins Kiri to riff on the business of retail media from an advertiser, technology, and retailer perspective. we discuss about how retailers are jumping into the business of selling their ad inventory to brands. As they stand up these highly profitable properties, retailers need to grapple with a very "retail" challenge: their unique value proposition - but this time to advertisers rather than consumers. Today's discussion delves into the concept of retailers reverting to their core competencies by utilizing advanced retail media technologies. Throughout the episode, Jordan explains the industry's shift from viewing retailers as media companies to focusing on their primary role of merchandising products effectively. The discussion also explores the growing sophistication of retail media networks, the technologies that power them, and the reasons behind some retailers' reluctance to disclose their tech stacks. This is Part 1 of the special 3 part series. Link to LI profile: https://www.linkedin.com/in/jordan-witmer-b220b646/ Link to Nectar First: https://nectarfirst.com/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(00:27) About the Show(00:48) Introduction to Retailers Becoming Retailers Again(01:04) The Role Reversal in Retail Media(02:47) Understanding the Backend Tech(03:18) The Gold Analogy and Retailer Strategies(05:12) Retailers' Secrecy on Tech Stacks(07:59) The Debate Continues(08:12) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    9 min
  5. Sam's Club RMN: Notes from my interview with GM Harvey Ma

    MAR 12

    Sam's Club RMN: Notes from my interview with GM Harvey Ma

    In this episode, the host Kiri Masters' discusses key themes from her interview with Harvey Ma, focusing on Sam's Club's unique retail media platform. Unlike traditional retailers, Sam's Club reinvests media revenue back into the member experience rather than optimizing for ad revenue. This approach promotes a virtuous cycle, benefiting both the club and its members. The discussion also covers Sam's Club's flexible measurement strategies tailored to specific product categories and its strategic use of Walmart's technology. Harvey Ma's unconventional background as a mechanical engineer brings a fresh perspective to retail media, emphasizing innovation over tradition. Kiri's Forbes article with the full interview with Harvey Ma, published March 4, 2025: https://www.forbes.com/sites/kirimasters/2025/03/04/not-a-tax-how-sams-club-is-fixing-retail-medias-trust-problem/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(00:25) About the Show(00:46) Introduction to the Interview Themes(01:16) Sam's Club Retail Media Philosophy(04:22) Unique Measurement Approaches(06:21) Relationship with Walmart(07:42) Harvey's Unconventional Background(09:51) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    10 min
  6. What Unilever's New CEO Isn't Saying About Retail Media

    MAR 11

    What Unilever's New CEO Isn't Saying About Retail Media

    In this episode, we analyze Unilever’s new CEO Fernandez's first major speech, where he surprisingly omits any mention of e-commerce or retail media. This deviation is unusual compared to industry norms, but it may indicate these elements are now considered standard. Fernandez outlines a significant increase in brand and marketing investment (BMI), notably higher than industry averages. He emphasizes a shift towards influencer marketing, targeting hyper-local and authentic brand representation, seen as more effective among younger audiences. Fernandez also underscores cost leadership, including a rigorous approach to marketing ROI through Unilever's UBS system. The implications for retail media networks and consumer brands are substantial, given the expected increase in spending and a premium product focus. Fernandez's approach suggests a transformative strategy for Unilever, blending cost-effective manufacturing and innovative marketing to adapt to evolving consumer expectations. Link to Fernandez' interview with Barclays: https://www.youtube.com/watch?v=SCh7KubuZdoLink to Keen Decision Systems' report: https://4277189.fs1.hubspotusercontent-na1.net/hubfs/4277189/MARKETING%20CONTENT/11.%20Reports/Keen%20Marketing%20Insights%20Report.pdf?utm_campaign=6657089-MADTECH.AI%20Webinar&utm_medium=email&_hsenc=p2ANqtz-_GnSBZzL_TDXg0TzZ92qpH61pwvWyWR363joPHo8HvgtYRi-BSA1mJ5k-_ZF6VSIMTnd4G5P60vDnQY5E881_rW-HAdw&_hsmi=344733623&utm_content=344733623&utm_source=hs_automation PRODUCED BY:https://aipodcast.ing CHAPTERS:(00:00) About Today's Topic(00:54) About the Show(01:16) Introduction and Initial Observations(02:58) Marketing Investment Insights(05:18) Influencer Marketing Strategy(07:11) Cost Leadership and Retail Media(08:58) Implications for Retailers and Consumer Brands(12:19) Conclusion and Future Outlook(12:45) Outro SOCIAL LINKS:Website: https://www.retailmediabreakfastclub.comLinkedIn: https://www.linkedin.com/in/kiri-masters/YouTube: https://www.youtube.com/@retailmediabreakfastclubApple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    13 min
  7. How AI affects the consumer path to purchase (AI in retail series, Part 5)

    MAR 10

    How AI affects the consumer path to purchase (AI in retail series, Part 5)

    In this episode of the AI in Retail Deep Dive Series, the host Kiri Masters converses with Lauren Schiavone, founder of AI-focused consultancy, Wonder Consulting, about how AI agents and assistants are transforming the path to purchase. They discuss the shift in consumer search behavior from traditional methods to large language models like ChatGPT and its implications for brands. They note how AI tools like Amazon's Shopping Assistant Rufus and ChatGPT's live voice mode with vision are creating new ways to learn and discover products. They emphasize the importance of AI optimization for brand and retailer websites. Finally, they touch upon the future role of AI agents as primary shoppers and the need for brands and retailers to adapt to this emerging consumer landscape. Link to Lauren's post on LinkedIn about Downy Unstopables: https://www.linkedin.com/posts/lauren-schiavone_womeninai-aiinmarketing-futureofmarketing-activity-7292979484679446529-8qya/ This is part 5 of a 5-part series of using AI in a retail media context, whether you’re a brand, a retailer, or an agency. Link to Lauren's site: https://www.wonderconsultingllc.com/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic (00:38) About the Show(00:58) Introduction to AI in Retail(01:25) The Evolution of the Path to Purchase(02:21) Impact of Large Language Models on Consumer Behavior(03:32) Amazon's Rufus: A Glimpse into the Future(05:21) ChatGPT's Voice Mode with Vision(06:08) The Importance of AI Optimization for Brands(08:19) Addressing Consumer Feedback and Product Reviews(10:17) AI Agents as the New Shoppers(10:52) Conclusion and Final Thoughts(11:15) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    12 min
  8. Panel: How These Three E-commerce Leaders Think About Hiring Retail Media Talent

    MAR 7

    Panel: How These Three E-commerce Leaders Think About Hiring Retail Media Talent

    In this episode, we hear from industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating as they discuss the multifaceted nature of e-commerce roles. Brian emphasizes the need for versatile talent who can adapt to ever-changing platforms. Alicia shares insights on defining the balance between sales and marketing in job descriptions to attract the right candidates. Brea compares e-commerce professionals to 'roller coaster people' who thrive on unpredictability and excitement, highlighting the importance of adaptability in this dynamic field. CHAPTERS: (00:00) About Today's Topic(00:39) About the Show(01:01) Wanted:Unicorn by Brian Dudzinski(01:54) Defining the balance by Alicia Ponzani(03:04) Two types of people by Brea Keating(04:22) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    5 min
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10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

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