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

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This document summarizes a presentation on charting a course for success with retail media partners. The presentation recommends three steps: 1) Collaborate early with retailers to unlock opportunities like seasonal placements and build retail-specific content. 2) Inspire shoppers across the path to purchase by discovering possibilities and recommendations. 3) Unleash agency specialists to optimize results through collaboration, experimentation, organic visibility, and applying best media practices around structure, bidding and budgeting. The presentation emphasizes that retail media is easy to get started with and is more than just product listing ads, advising attendees to test and learn against benchmarks.

Marketing

1
Session 5: Charting a Course to Success with Your Retail Media Partners
THE NEW COMMERCE
CONFERENCE
WELCOME TO

2
https://bit.ly/2H7HCVi
THIS PRESENTATION ORIGINALLY
AIRED AS A WEBINAR. THE
RECORDING IS AVAILABLE HERE:

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

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.

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

1 in every 2 US households
are Kroger Shoppers

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

“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

Consumers Trust the Retail Value-Exchange
Opt-In
Membership
Kroger loyalty program
captures 96% of sales
Savings &
Rewards
Earn fuel points and
personalized offers

Retail media has
become a trusted
partner for brands
Catalyst/Kantar Survey, “State of Ecommerce” April
2020

330%
Increase in Site
Conversions
250%
Increase in
Kroger.com Unique
Visitors
127%
Q2 Digital Sales
Growth

How can brands
maximize their retail
media relationships?

3.
Unleash
Specialists
2.
Inspire
Shoppers
1.
Collaborate
Early

1.
Collaborate Early
To unlock opportunities

Budget to
Show-up
at the moments
that matter

2.
Inspire
Shoppers
and win consideration
across the P2P

Inspire
shoppers to
discover new
possibilities

Inspire
Shoppers with
personalized
recommendations

Inspire
Shoppers to
revisit you
in the aisle

3.
Unleash
Specialists
To optimize Results

Unleash the
retailer’s team and
tools to uncover
opportunity

Unleashing Agency
Specialists to Optimize Results
Kerry Curran Riyaad Edoo

Agencies are the
strategic bridge across
teams & channels.

30
Enable
COLLABORATION &
EXPERIMENTATION

31
Integrate with national media teams
Bring more voices to the table
Create a test and learn culture

Keyword research
Mine customer generated data
Monitor the competitive landscape
Don’t set it & forget it
33

Account structure
Bidding strategies
Budget management
Scenario planning
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

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

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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1. 1 Session 5: Charting a Course to Success with Your Retail Media Partners THE NEW COMMERCE CONFERENCE WELCOME TO

2. 2 https://bit.ly/2H7HCVi THIS PRESENTATION ORIGINALLY AIRED AS A WEBINAR. THE RECORDING IS AVAILABLE HERE:

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. Hosted By 4 CatalystDigital.com

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. 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. Michael Schuh Peter Johnson

8. 1 in every 2 US households are Kroger Shoppers

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. “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. 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. Retail media has become a trusted partner for brands Catalyst/Kantar Survey, “State of Ecommerce” April 2020

13. 330% Increase in Site Conversions 250% Increase in Kroger.com Unique Visitors 127% Q2 Digital Sales Growth

14. How can brands maximize their retail media relationships?

15. 3. Unleash Specialists 2. Inspire Shoppers 1. Collaborate Early

16. 1. Collaborate Early To unlock opportunities

17. Win seasonal opportunities

18. Build Retail Content To reinforce your brand message

19. Budget to Show-up at the moments that matter

20. 2. Inspire Shoppers and win consideration across the P2P

21.

22. Inspire shoppers to discover new possibilities

23. Inspire Shoppers with personalized recommendations

24. Inspire Shoppers to revisit you in the aisle

25. 3. Unleash Specialists To optimize Results

26. Unleash the retailer’s team and tools to uncover opportunity

27. Benchmark, test, and repeat success

28. Unleashing Agency Specialists to Optimize Results Kerry Curran Riyaad Edoo

29. Agencies are the strategic bridge across teams & channels.

30. 30 Enable COLLABORATION & EXPERIMENTATION

31. 31 Integrate with national media teams Bring more voices to the table Create a test and learn culture

32. Prioritize ORGANIC VISIBILITY & PDPs 32

33. Keyword research Mine customer generated data Monitor the competitive landscape Don’t set it & forget it 33

34. 34 Apply Media BEST PRACTICES

35. Account structure Bidding strategies Budget management Scenario planning 35

36. 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

37. 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

38. 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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