Tech Transformation Podcast: Albertsons’ Claire Wyatt On Retail Media Tech Team Lessons

Learn about some of the challenges brands are facing with retail media networks and some common misconceptions.

What happened

Retail media is one of the biggest trends in consumer goods sales and marketing, but the conversations get a little fuzzy for tech teams when it comes to measuring success and the expectations a brand should have.

Why it matters

In this episode of Tech Transformation, we’re talking with Claire Wyatt, VP, business strategy and marketing science at Albertsons Media Collective, about some of the challenges brands are facing, what they should consider when they’re building partnerships, and some common misconceptions.

Listen to learn: A lightning-round explanation of retail media How far along the maturity curve most consumer goods companies find themselves at this point How much cross-integration with legacy platforms is impeding progress The role and value of data clean rooms What a strong RMN partnership looks like — and what doesn’t The role of AI and the future potential of generative AI within retail media Subscribe ExcerptsWhere brands find themselves on the retail media maturity curve: “There are some CPGs that have really been with retail media networks and been investing in those networks since the beginning.

And those CPG brands tend to be more sophisticated in terms of how they are looking across different retail media networks, how they're measuring the performance of different retail media networks, and then also understanding that retail media impact impacts both online and in store. “One of the things that we see for maybe less sophisticated retail media investors is that they tend to think that retail media only drives e-commerce sales.

This news brief is based on reporting published by Consumer Goods Technology on 2023-08-15. The original report is linked below.