Retail Media Therapy

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 guestFlorian 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 starEnjoyed 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 showHosts: Viv Craske and Colin Lewis · Guest: Florian Clemens · Producer: Grace & Co

Episode 43: Building Omnichannel Retail Media (Part 1)Hosts: Viv Craske & Colin LewisGuest: Florian Clemens – Former Director of Strategy, Proposition & Measurement at Tesco Media; former global accounts leader at Amazon AdvertisingIn 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 HardBuilding retail media on top of a retail business involves managing multiple moving parts simultaneously:Ad inventory across physical and digital environmentsRetail priorities vs advertising prioritiesTechnology and data infrastructureAdvertiser expectations shaped by large platformsFlorian 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 experienceAdvertisers – Campaigns must deliver measurable resultsRetailers – The activity must drive revenue and category growthIf any of these fail, the retail media product quickly breaks.Retail Media Supply: The Four Major Inventory Sources1. In-Store Media2. Onsite & App Media3. Offsite Retail Media4. CRM & Loyalty MediaExample activation: Clubcard challengesCustomers earn points for increasing spend on a productBrands fund the loyalty rewardBrands only pay if customers convertDemand Side: Where Retail Media Revenue Comes FromMajor 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 toolsPerformance-driven retail media campaignsAgency support similar to Amazon marketplace modelsMarketplace SellersMarketplace 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 toolsStrong category guidelinesRetailers also need clear internal policies about which non-endemic advertisers are acceptable.Agencies and the Future of Commerce MediaFlorian 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 outcomesBrand Agencies: Interested in upper-funnel opportunities. But still expect campaigns tied to sales impactRetail media’s promise is combining brand and performance measurement into a single ecosystem.Key TakeawaysRetail media must deliver value to shoppers, advertisers, and retailers simultaneouslyThe four major supply sources are in-store, onsite/app, offsite, and CRMRetailers must balance relevance and inspirationFuture growth will come from offsite media and non-endemic advertisersAgencies and brands increasingly expect commerce-driven advertising outcomesWhat’s Coming in Part 2In the next episode, the discussion continues with:How retail media teams work with internal retail stakeholdersThe technology stack required for retail mediaThe platform architecture retailers must build

Retail Media Therapy Episode 41Costco, Membership Models & the Future of Connected CommerceIn 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 ExplainedMembership-first business modelLow-margin, high-efficiency strategy focused on delivering valueEcosystem approach: retail + services The $1.50 hotdog as a symbol of customer commitmentRetail Media, the Costco WayRetail 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 advantageSales Velocity > Vanity MetricsCore 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 prioritiesConnected Commerce & SymbiosisPartnership enables performance-driven shopping adsExtends reach beyond Costco’s owned channels (search, social, etc.)Connects upstream signals → downstream conversionsThe Big Idea: Connected Commerce SearchMeet customers wherever they search (Google, social, LLMs, etc.)Identify intentPersonalize experiencesDrive conversion back to CostcoThe Power of Saying NoNo 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)

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.

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 advertisingAI 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 MiraklArgos, 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 networkUK 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

Retail Media Therapy – EP38Open Letters, Big vs Small Networks & The In-Housing DilemmaWelcome 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 MeasurementAfter 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 clichéColin’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 ShiftIn-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 TakeawaysRetail 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 ConversationIs 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.

Iceland Retail Media’s 5,000 Screen Rollout & The Future of Measurable In-Store MediaThis 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.

Episode 36 – Is ChatGPT Getting Greedy? Diageo Gets Data-Savvy & AI Traffic ExplainedIn 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.