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New Commerce Conference: Charting a Course to Success with Your Retail Media Partners

As the retail media ecosystem becomes more complex, brands are leaning into retailers, tech platforms, and agency partners more than ever. Strong partnerships pave the way for successful retail media programs. But where do you begin? How do you build a solid foundation with key players and effectively work together toward shared goals?

Join Kroger, PromoteIQ, and Catalyst to learn how. We’ll share collaboration tips to help you make the most of your retail media partnerships. We’ll explore:

Why it’s critical to understand each retailer’s unique program
Why and how to include retailers in media and marketing planning
How to look beyond the retailer UI & front line metrics
The role of agencies in the retail media ecosystem
Speakers:

Kerry Curran, Managing Partner, Executive Director, Marketing & Growth, GroupM Services, US
Peter Johnson, Client Partner Lead, PromoteIQ
Michael Schuh, Director, Product Strategy & Innovation – Kroger Precision Marketing, 84.51°
Riyaad Edoo, Group Director, Search and eCommerce, Mindshare

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New Commerce Conference: Charting a Course to Success with Your Retail Media Partners

  1. 1. 1 Session 5: Charting a Course to Success with Your Retail Media Partners THE NEW COMMERCE CONFERENCE WELCOME TO
  2. 2. 2 https://bit.ly/2H7HCVi THIS PRESENTATION ORIGINALLY AIRED AS A WEBINAR. THE RECORDING IS AVAILABLE HERE:
  3. 3. What is the New Commerce Conference? • Digital commerce thought-leadership to prepare marketers for the changing world of commerce & retail media. • Insights, tips, & recommendations to better understand today’s consumer and maximize online & in-store sales. • Expert perspective from industry trailblazers. The New Commerce Conference 3 ON-DEMAND SESSSIONS: www.catalystdigital.com/the-new-commerce-conference
  4. 4. Hosted By 4 CatalystDigital.com
  5. 5. Housekeeping & FAQs 5 Will recording be shared? Yes! Will slides be shared? Yes! How do I ask a question? Type your question in the "[Enter question for staff]" field. Only the presenters see the question. Questions will be addressed at the end of each session. Other questions? Email info@catalystdigital.com.
  6. 6. Agenda & Speakers 6 Michael Schuh Kroger Precision Marketing, 84.51° Peter Johnson PromoteIQ Kerry Curran GroupM Services & Catalyst Meghan Lavin Catalyst Riyaad Edoo Mindshare MODERATOR SPEAKERSCharting a Course to Success with Your Retail Media Partners • Retail Media Today • Maximizing Your Retail Media Relationships: • Collaborate Early • Inspire Shoppers • Unleash Specialists • Audience Q&A
  7. 7. Michael Schuh Peter Johnson
  8. 8. 1 in every 2 US households are Kroger Shoppers
  9. 9. 2,757 Locations Or, about 900 more locations than Target 98% of Kroger households have access to pickup or delivery 96% of Kroger sales are captured on loyalty cards
  10. 10. “Leading brands understand that data isn't something they have a right to own. Rather, it's something that consumers are willing to give in exchange for value.” - Forbes, Sep 2020
  11. 11. Consumers Trust the Retail Value-Exchange Opt-In Membership Kroger loyalty program captures 96% of sales Savings & Rewards Earn fuel points and personalized offers
  12. 12. Retail media has become a trusted partner for brands Catalyst/Kantar Survey, “State of Ecommerce” April 2020
  13. 13. 330% Increase in Site Conversions 250% Increase in Kroger.com Unique Visitors 127% Q2 Digital Sales Growth
  14. 14. How can brands maximize their retail media relationships?
  15. 15. 3. Unleash Specialists 2. Inspire Shoppers 1. Collaborate Early
  16. 16. 1. Collaborate Early To unlock opportunities
  17. 17. Win seasonal opportunities
  18. 18. Build Retail Content To reinforce your brand message
  19. 19. Budget to Show-up at the moments that matter
  20. 20. 2. Inspire Shoppers and win consideration across the P2P
  21. 21. Inspire shoppers to discover new possibilities
  22. 22. Inspire Shoppers with personalized recommendations
  23. 23. Inspire Shoppers to revisit you in the aisle
  24. 24. 3. Unleash Specialists To optimize Results
  25. 25. Unleash the retailer’s team and tools to uncover opportunity
  26. 26. Benchmark, test, and repeat success
  27. 27. Unleashing Agency Specialists to Optimize Results Kerry Curran Riyaad Edoo
  28. 28. Agencies are the strategic bridge across teams & channels.
  29. 29. 30 Enable COLLABORATION & EXPERIMENTATION
  30. 30. 31 Integrate with national media teams Bring more voices to the table Create a test and learn culture
  31. 31. Prioritize ORGANIC VISIBILITY & PDPs 32
  32. 32. Keyword research Mine customer generated data Monitor the competitive landscape Don’t set it & forget it 33
  33. 33. 34 Apply Media BEST PRACTICES
  34. 34. Account structure Bidding strategies Budget management Scenario planning 35
  35. 35. 3. Unleash Specialists 2. Inspire Shoppers 1. Collaborate Early Show up! Retail media is easy to get started. Retail media is more than just product listing ads Test and learn against benchmarks to optimize results
  36. 36. More Resources The State of Ecommerce 2021: A landmark digital commerce study that explores the new world of omnichannel commerce and retail media. www.StateOfEcomm2021.com
  37. 37. Michael.Schuh@8451.com Peter.Johnson@Promoteiq.com Questions? Submit via your GoToWebinar panel or drop us a line. Kerry.Curran@GroupM.com Riyaad.Edoo@Mindshareworld.com

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