Shopper marketing in the age of retail media

In this episode, Kiri focuses on the evolution of retail media spending. The discussion covers various data points from IAB Australia, highlighting how retail media budgets are being reallocated from traditional and social media channels, as well as trade retail budgets. Examples include Tillamook's strategy of keeping trade funds and retail media separate and Goodman Fielder's integrated planning model. The episode also explores the shift from traditional shopper marketing to an omnichannel approach, as seen at Georgia Pacific. Discussion extends to the advancements in attribution in e-commerce and the importance of integrating traditional and digital marketing capabilities, drawing parallels to the 'Moneyball' approach in baseball.Link to Kiri's Forbes article mentioned in the episode: https://www.forbes.com/sites/kirimasters/2025/02/12/retail-media-forces-brands-to-rethink-shopper-marketing-not-replace-it/CHAPTERS:(00:00) About Today's Topic(01:49) About the Show(02:10) Retail Media Spending Insights(02:55) Brand Strategies: Tillamook and Goodman Fielder(03:55) Latest Evolution of Shopper Marketing(04:23) Attribution and Measuring Success(05:06) Integration of Traditional and Digital Capabilities(05:46) Conclusion: The Future of Retail Media(06:22) 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