Podcast
Retail Media Breakfast Club
Hosted by Kiri Masters · EN
10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.
87episodes
Episodes
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My Notes From an Interview with Costco's RMN leader, Mark Williamson
May 1, 2025Tap to summarizeI share my notes from a fascinating interview with Mark Williamson, the leader of Costco's Retail Media Network, which aired on the Middlemen podcast. While most retailers rush to monetize every pixel they own, Costco has taken a deliberately slow approach as a "last mover" in retail media.My Three Key Takeaways:Membership First, Media SecondCostco evaluates every retail media decision through the lens of their member promiseThey believe their restraint creates scarcity, making their offerings more valuableTheir simple value proposition: relevant messaging should drive traffic, shops, and salesMerchants Rule the KingdomUnlike competitors who position retail media as standalone businesses, Costco keeps merchants at the centerThey've built a "Growth Team" to connect traditional merchant relationships with agency-driven opportunitiesMedia investments must demonstrate actual sales growth for Costco, not just profits for the retail media networkPerformance Over Profit MarginsCostco recommends what works best for suppliers, not what maximizes their own marginsWhen suppliers have budget to spend, they might recommend endcaps or sampling instead of higher-margin digital optionsThis straightforward approach to value builds advertiser trust that will serve them well as their retail media offerings matureCostco's approach stands in contrast to other retail media networks that have become increasingly complex and opaque. By keeping the member promise sacred and measuring success in sales rather than network margins, Costco has created a retail media network that advertisers are eager to work with. Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedInLink to the Middlemen podcast on YoutubeCHAPTERS
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Offsite vs onsite retail media
Apr 24, 2025Tap to summarizeIn this insightful episode, Kiri Masters breaks down the growing importance of offsite retail media, which extends retailers' advertising capabilities beyond their own digital properties. She explains how this approach allows brands to leverage retailers' rich first-party customer data to target specific consumer segments across various digital channels while maintaining closed-loop measurement of sales impact. The episode highlights key benefits for brands including better targeting amid the disappearance of third-party cookies, full-funnel marketing capabilities, and the ability to reach incremental audiences who may not regularly visit retailer websites or apps. Despite challenges around data capabilities, complex measurement, and privacy concerns, offsite retail media offers a compelling bridge between retail and digital advertising worlds.PRODUCED BY:https://aipodcast.ingCHAPTERS:(00:00) About Today's Topic(01:35) About the Show(01:56) Introduction to Offsite Retail Media(02:55) The Power of First-Party Data(03:34) Full Funnel Approach in Offsite Retail Media(04:10) Case Study: Water Pick and Walmart Connect(04:48) Reaching Incremental Audiences(06:03) Measuring Brand Building Advertising(06:35) Benefits for Retailers(08:15) Challenges and Considerations(08:54) Conclusion: The Future of Offsite Retail Media(09:12) OutroSOCIAL 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
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'Vibe Marketing' comes to retail media
Apr 17, 2025Tap to summarizeIn this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at scale while maintaining authentic brand connections, despite the structured nature of retail media environments. Kiri offers four practical applications for retail media professionals: scaling content across multiple channels, personalizing at scale using retailer first-party data, quickly capitalizing on emerging shopper trends, and automating tedious workflows to optimize campaigns. While acknowledging that not every retail media placement needs this approach, she suggests vibe marketing provides a fresh framework for leveraging AI capabilities in the retail media landscape.Kiri's post on Vibe Marketing: https://www.retailmediabreakfastclub.com/p/4419d48d-34a0-4c45-ae7f-23820211605d/PRODUCED BY:https://aipodcast.ingCHAPTERS:(00:00) About Today's Topic(01:10) About the Show(01:30) Introduction to Vibe Marketing(01:59) AI's Role in Vibe Marketing(03:40) Vibe Marketing in Retail Media(05:13) Practical Use Cases of Vibe Marketing(07:52) Internal Advocacy and Education(09:32) Balancing Vibe Marketing with Reality(10:08) Conclusion and Final Thoughts(10:33) OutroSOCIAL 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
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Panel: New and exciting retail media metrics
Apr 7, 2025Tap to summarizeIn this panel episode, retail media leaders discuss the evolving landscape of metrics in the industry. Josh Clarkson,Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting, argues that the focus should be on using the most appropriate metrics for each campaign's objectives rather than seeking new ones. Todd Weagent from Masimo emphasizes the importance of tracking different metrics depending on campaign goals and challenges the over-reliance on ROAS. Julie Liu of Ghirardelli Chocolate Company shares how her team is expanding their view to include omnichannel metrics, ensuring digital efforts are measured against total company growth. Tune in for a deep dive into what really matters in retail media metrics.PRODUCED BY:https://aipodcast.ingCHAPTERS:(00:00) About Today's Topic(01:02) About the Show(01:22) Josh Clarkson: The Importance of Appropriate Metrics(02:21) Todd Weagent: Conscious Tracking and ROAS Challenges(03:17) Julie Liu : Omnichannel Metrics for Total Business Growth(04:29) OutroSOCIAL 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
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Panel episode: Overcoming failure in retail media roles
Mar 31, 2025Tap to summarizeIn this episode, we delve into how failure serves as feedback in retail media, turning initial setbacks into strategic successes. Brand leaders share their experiences with product reformulations, agency transitions, and high-budget campaigns that initially failed but eventually led to significant learning and success. Featuring insights from Justin Bomberowitz, Director of Ecommerce at WILDE Brands, Jamie Roller, Director of Marketplaces @ Dr. Squatch, Nem Lazic, E-Commerce Channel Manager at Zevia and Julie Liu, Director of Digital Commerce at Ghirardelli Chocolate Company, we explore the essential lessons learned from their spectacular stumbles and how they navigated these challenges to triumph.PRODUCED BY:https://aipodcast.ingCHAPTERS:(00:00) About Today's Topic(00:55) About the Show(01:17) Justin Bomberowitz on Amazon Playbook Failures(02:19) Jamie Roller's Agency Transition Woes(03:26) Nem Lazic on Instacart Campaign Challenges(04:37) Julie Liu on Personal Branding and Career Growth(07:08) OutroSOCIAL 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
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Sam's Club RMN: Notes from my interview with GM Harvey Ma
Mar 12, 2025Tap to summarizeIn 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.ingCHAPTERS:(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) OutroSOCIAL 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
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Panel: How 3 Retail Leaders Transformed Their Sales Teams’ Perspective on Retail Media
Feb 28, 2025Tap to summarizeThis episode delves into impactful conversations between retail media teams and sales organizations, highlighting how perceptions of retail media networks can shift from being seen as mere lower funnel tactics to comprehensive full funnel powerhouses. Featuring insights from industry leaders Brian Dudzinski, Alicia Ponzani, and Brea Keating, the episode explores strategies for education and partnership, emphasizing the importance of search visibility and the broader capabilities of retail media networks like Amazon and Walmart Connect.CHAPTERS:(00:00) About Today's Topic(00:47) About the Show(01:09) Brian Dudzinski on Algorithmic Insights(02:00) Alicia Ponzani on Shifting Perspectives(03:25) Brea Keating on the Importance of Search and Visibility(04:25) OutroSOCIAL 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/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing
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Panel: The One Change These 3 Retail Leaders Wish for in Retail Media
Feb 21, 2025Tap to summarizeIn this episode, industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating discuss the challenges and potential improvements in retail media. Brian emphasizes the difficulties in analyzing data across various platforms due to their unique quirks and reporting types. Alicia highlights the need for standardized reporting across retail media networks to enable better comparison and informed decision-making. Brea points out the disconnect between media attributable sales and actual e-commerce sales, which forces brands to independently manage and combine data. The speakers collectively stress the importance of data transparency and standardization for more effective media investment and campaign performance evaluations.CHAPTERS:(00:00) About Today's Topic(00:42) About the Show(01:04) Brian Dudzinski: Standardizing Retail Media Data(01:40) Alicia Ponzani: Challenges of Walled Gardens(02:49) Brea Keating: Aligning Media Attribution with Sales Data(03:37) OutroSOCIAL 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/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing
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Panel: The Biggest Retail Media Heartbreaks—Insights from 4 Brand Leaders
Feb 14, 2025Tap to summarizeIn this special Valentine's Day episode, brand side leaders from companies like Quickfire, Monster Energy, Petmate, and U Beauty reveal the moments that broke their hearts in retail media. Scott Oshman discusses the chaos caused by the shift to GA4, Ben Galvin highlights the confusion from closed loop attribution models, and Darren Silverman criticizes Walmart's transition to Luminate. Lastly, AJ Patel shares his frustration with the transition from universal analytics to GA4. The episode delves into the challenges and frustrations that come with evolving retail media strategies.CHAPTERS:(00:00) About Today's Topic(00:54) About the Show(01:14) Scott Oshman on Google Analytics to GA4 Transition(02:31) Ben Galvin on Closed Loop Attribution Models(04:10) Darren Silverman Discusses Walmart's Luminate Transition(04:55) AJ Patel's Experience with GA4 Transition(05:58) OutroSOCIAL 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/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing
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Is Retail Media Part of Search, or Is Search Part of Retail Media?
Feb 7, 2025Tap to summarizeThis episode delves into the evolving landscape of retail media and its relationship with traditional digital advertising channels like CTV, video, and search. Kiri explores discrepancies in how industry analysts, such as the IAB, WARC categorize retail media versus public perception, highlighted by a LinkedIn poll indicating that 73% view traditional digital channels as subsets within retail media. Key industry insights from experts like Wes Ryan, Allan Peretz, and Kara Babb outline differing perspectives on defining and measuring retail media. The discussion emphasizes the importance of adaptable budgeting and measurement strategies, advocating for an integrated approach to optimize business outcomes across all advertising channels.Link to Kiri's LinkedIn post/ poll on this topic: https://www.linkedin.com/posts/kiri-masters_is-it-ctv-or-is-it-retail-media-just-reviewed-activity-7287648088914051072-NA6X/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAC6HdsBwnv8-HcQlF8yx8Lks25y2IfGCbICHAPTERS:(00:00) About Today's Topic(01:54) About the Show(02:16) Historical Context: Evolution of Retail Media(03:46) Expert Opinions: Defining Retail Media(06:07) Retailers' Perspective: Building Media Networks(07:41) Future Considerations: Evolving Measurement Frameworks(08:13) Conclusion: Flexible Approaches for Success(08:39) OutroSOCIAL 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/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing
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