Retail Media in 2026: What Shoppers Actually Want | Michael Schuh, dunnhumby

This episode is a paid partnership with dunnhumby. What do shoppers actually want from retail media? Read the full research here: https://resources.dunnhumby.com/retail-media-report-2026/ That’s the question at the centre of this week’s episode of The Retail Podcast, where I sit down with Michael Schuh, Global Head of Media at dunnhumby. There’s a lot of noise in retail media right now. A lot of talk about networks, monetisation, adtech stacks and measurement. But this conversation goes somewhere more useful: back to the shopper. Built around dunnhumby’s latest research, we get into what customers are really saying about trust, relevance, personalization, savings, and why so much of the industry still feels upside down when it comes to in-store media. A few things that stood out: shoppers are open to sharing data, but only when the value is obvious personalization works best when it reflects actual behaviour, not lazy assumptions savings and relevance still matter enormously if most engagement still happens in-store, why is so little media investment going there? Michael brings the data. I try to bring the questions retail leaders are already asking behind closed doors. If you work in retail, grocery, shopper marketing, media, loyalty or digital transformation, this is well worth your time. If you enjoy the episode, subscribe to The Retail Podcast for more conversations with the people shaping the future of retail. #RetailMedia #RetailMediaNetworks #Retail #GroceryRetail #dunnhumby #Personalization #ShopperMarketing #RetailInnovation #CommerceMedia #InStoreMedia   💬 JOIN THE CONVERSATION Which trend discussed today do you think will impact the industry most? Let us know in the comments below! 🔔 SUBSCRIBE TO STAY AHEAD Don't miss the next update. Click here to subscribe: https://www.youtube.com/@theretailpodcast?sub_confirmation=1 ABOUT THIS CHANNEL Welcome to the official channel of The Retail Podcast, your hub for global retail intelligence. Whether you are an executive refining your strategy, a vendor connecting with major players, or an innovator tracking the latest tech, this channel connects you to the pulse of the industry. What to expect: Expert Analysis: Breaking down insights from major global conferences like NRF, Shoptalk, Web Summit, MAPIC; Euroshop and EuroCIS. Diverse Perspectives: Hosted by a rotation of industry veterans and regional experts (APAC, US, EU). Actionable Strategy: We move beyond the headlines to discuss real ROI, digital transformation, and the future of commerce—from AI agents to luxury fashion and grocery trends. As part of the RetailNews.AI ecosystem, we help you cut through the noise to find what actually works in modern retail. 🌐 GET MORE INSIGHTS Visit our knowledge hub: https://retailnews.ai/ 📲 CONNECT WITH US LinkedIn: https://www.linkedin.com/company/the-retail-podcast/ Contact: [email protected] #RetailTrends #APACRetail #AIinRetail #FiveThingsFriday #TheRetailPodcast  #thefutureofretailguy