This week Kate and Jonathan take a sporting look at how Instacart have used food brand mascots to boost audience awareness as well as advertiser relationships around The Superbowl. They also discuss how many segments are just too many segments when it comes to marketing, and how they like their aisles (endless) as an Australian online retailer moves into the physical space.

Story One:

Asda expands retail media network with two new innovations

https://www.performancemarketingworld.com/article/1905628/asda-expands-retail-media-network-two-new-innovations

Story Two: 

Instacart’s Mascot-Filled Super Bowl Campaign Is Also a Retail Media Play

https://www.adweek.com/commerce/instacarts-mascot-filled-super-bowl-campaign-is-also-a-retail-media-play/

Story Three:

Australian Beauty E-Tailer to Open 25 Stores By 2028

https://www.businessoffashion.com/news/beauty/australian-beauty-e-tailer-adore-beauty-to-open-25-stores-by-2028/

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Kate and Jonathan are reunited to discuss NBC Universal and Instacart teaming up, the role of CMO in the age of retail media following the appointment of Kathryn Mazza to Chief Marketing Officer of Hy-Vee, and what being a subscriber means for shopper behavior. 

Articles regarding the responsibilities of CMO regarding retail media are below. Subscription may be required. 

https://digiday.com/marketing/the-cases-for-and-against-the-cmo/

https://www.retail-week.com/sales-and-marketing/as-retail-media-grows-the-roles-of-chief-marketing-officers-are-evolving-rapidly/7047667.article

Story One 

Instacart and NBC Universal team up to give brands more retail data

https://www.adexchanger.com/tv/nbcuniversal-and-instacart-team-up-to-give-brands-more-retail-data/

Story Two 

Hy-Vee Promotes Retail Media Leader To CMO

https://www.mediapost.com/publications/article/402967/hy-vee-promotes-retail-media-leader-to-cmo.html

Story Three

La Redoute rolls out subscription model internationally

https://www.retaildetail.eu/news/general/la-redoute-rolls-out-subscription-model-internationally/

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This week Kate is joined by Alison Dunham of PRN. The two look at Currys extending their retail media network to in-store, a North American WH Smith retail media network taking flight and the trends at this year’s NRF.

Further Reading on this week's episode:

STORY ONE: 

Currys Connected Media Expands Into In-Store Advertising

https://retailmediaworld.com/monetization/currys-connected-media-expands-into-in-store-advertising/

STORY TWO:  

WHSmith launches first in-store travel retail media network

https://www.gtrmag.com/business-news/retailers/2025/01/21/whsmith-launches-first-in-store-travel-retail-media-network/

STORY THREE: 

NRF: Big retail media takeaways from The Big Show

https://internetretailing.net/nrf-big-retail-media-takeaways-from-the-big-show/

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Up a day early to give listeners time to register and attend What's in Store for Retail Media Networks taking place on Saturday, 11th Jan in New York City. Kate and Jonathan get romantic, pragmatic and loyal discussing the top news stories that ended 2024 and began 2025. For more info on the What's In Store for Retail Media Networks event, and to book tickets, head over to our website right away.

Further Reading on this week's episode:

STORY ONE: 

David’s Bridal Acquires Wedding Media Brand, Launches Pearl Media to Create ‘Ultimate Inspiration Network’

https://www.retailtouchpoints.com/topics/market-news/davids-bridal-acquires-wedding-media-brand-launches-pearl-media-to-create-ultimate-inspiration-network

https://www.digitalcommerce360.com/2024/12/20/davids-bridal-acquires-love-stories-tv-launches-retail-media-network/

STORY TWO:  

Saks closes on $2.7 billion purchase of Neiman Marcus Group

https://us.fashionnetwork.com/news/Saks-closes-on-2-7-billion-purchase-of-neiman-marcus-group,1688406.html

STORY THREE: 

REWE takes loyalty into its own hands

https://retailtechinnovationhub.com/home/2024/12/30/one-to-watch-rewe-takes-loyalty-into-its-own-hands-as-retailer-bids-farewell-to-payback-platform

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As we head into 2025, Kate and Jonathan discuss some of the top retail media trends of 2024. There is rapping (no really) and ‘wrapping’ up of topics including the rise of in-store, the eyes on connected television (CTV) and the drive for data. The duo look ahead to 2025 with the What’s in Store for Retail Media Networks event at NRF 2025 just around the corner. We will see you in the New Year.

Theme 1: The Rise of In-Store

Tesco

https://www.retailgazette.co.uk/blog/2024/10/tesco-ads-location/

https://www.retailgazette.co.uk/blog/2024/08/retailers-retail-media/

https://www.grocerygazette.co.uk/2024/10/15/co-op-300-digital-media-screen/

Basic-Fit

https://www.prn.com/news/prn-appointed-to-add-muscle-to-basic-fit-retail-media-network/

Hyvee

https://progressivegrocer.com/hy-vee-beefing-store-retail-media

Pharmacies

https://www.retailbrew.com/stories/2024/11/06/pharmacies-are-ready-to-get-more-mileage-as-retail-media-networks

Seven Eleven

https://www.cspdailynews.com/technologyservices/7-eleven-expanding-gulp-radio

Theme 2: Connected Television

https://retailmediaworld.com/?s=CTV

Walmart & Vizio

https://variety.com/2024/digital/news/walmart-closes-vizio-acquisition-1236233418/

Theme 3: Data - Loyalty & More

https://retailmediaworld.com/category/loyalty/

https://internetretailing.net/700-accessorize-products-available-for-25-minute-delivery/

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Mergers and Acquisitions are explored in response to the news of the potential joining of Omnicom and Interpublic. Kate and Jonathan also look at the importance of customer journey in store as they discuss the investment Hy-Vee is making in store and what the buying of Inmar by IGA may mean for their members and shoppers. The TWIRM team wishes our listeners a holiday filled with laughter, joy and great chocolate.

Story 1:

Ad giant Omnicom takes aim at Big Tech, AI era with $13 billion Interpublic deal

https://www.reuters.com/markets/deals/omnicom-interpublic-nearing-merger-wsj-reports-2024-12-08/

https://p2pi.com/retail-media-fuels-omnicoms-acquisition-interpublic-group

https://internetretailing.net/omg-buys-interpublic-to-create-worlds-largest-ad-agency-network-what-does-it-mean-for-retail-media/

https://www.thetimes.com/business-money/companies/article/what-will-the-omnicom-and-interpublic-merger-mean-for-the-mad-men-vszsvr539

Also:

https://www.lbbonline.com/news/ad-execs-react-to-omnicoms-ipg-acquisition-deal/?mc_cid=7dd190abb1&mc_eid=6173311726

https://www.adexchanger.com/commerce/why-retail-media-is-spurring-agency-conglomeration/

Story 2:

Hy-Vee Beefing Up In-Store Retail Media

https://progressivegrocer.com/hy-vee-beefing-store-retail-media

https://www.adweek.com/commerce/grocerytv-hy-vee-in-store-ads-retail-media-the-trade-desk/

https://www.marketingdive.com/news/hy-vee-thousands-screens-advertising-retail-media/735384/

Story 3:

IGA buys media company to streamline in-store promotions

https://www.grocerydive.com/news/iga-acquires-inmar-media-company-store-promotions/735119/

https://www.iga.com/insights/what-the-scanapps-acquisition-means-for-iga-members

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In the fifth episode of TWIRM Kate and Jonathan wonder if Walmart will always be a topic of conversation as the retail giant (or should that be media company) completes its acquisition of Vizio. The offering of drive-thrus at The Beer Store are also considered along with Dollar General’s move to same-day delivery. 

Jonathan reveals a bit more about what is planned for What’s in Store for Retail Media Networks on January 11th - https://nrfbigshow.nrf.com/special-programs/retail-media-networks - and Kate mentions podcast producer, Harold (hiya!).

Story 1 (part 1):

Walmart Closes $2.3 Billion Acquisition of Vizio

https://variety.com/2024/digital/news/walmart-closes-vizio-acquisition-1236233418/

https://www.cnbc.com/2024/02/27/four-reasons-walmart-wants-to-buy-smart-tv-maker-vizio.html

https://deadline.com/2024/12/walmart-acquires-smart-tv-firm-vizio-streaming-advertising-1235831495/

https://www.tomsguide.com/tvs/walmart-has-officially-acquired-vizio-heres-what-it-could-mean-for-your-living-room-tv

https://www.howtogeek.com/walmart-bought-vizio/

Story 1 (part 2):

Ad buyers double down on Walmart’s retail media business as it steps out of Amazon’s shadow

https://digiday.com/marketing/ad-buyers-double-down-on-walmarts-retail-media-business-as-it-steps-out-of-amazons-shadow/

Story 2:

The Beer Store Adds Digital Menu Boards to Drive-Thrus

https://p2pi.com/beer-store-adds-digital-menu-boards-drive-thrus

The Beer Store adds Digital Menu Boards to Existing Drive-thru locations in Ontario

https://www.thebeerstore.ca/news/the-beer-store-adds-digital-menu-boards-to-existing-drive-thru-locations-in-ontario

Story 3:

Dollar General is testing same-day delivery in some 75 locations as dollar stores lose market share to Walmart

https://www.fastcompany.com/91241382/dollar-general-same-day-delivery-75-stores-locations-test-app-walmart

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This week Kate and Jonathan run through the CMA’s investigation into UK grocery loyalty programs and, prompted by the collaboration between NBCU and Walmart, explore the opportunities and challenges of shopping via television (or mobile) screens. They also take a look at what the IAB standards and definitions for in-store retail media may mean for retailers and advertisers.

Story 1(part 1):

Supermarket Loyalty Scheme Prices Offer Genuine Savings, UK Watchdog Says

https://www.esmmagazine.com/retail/supermarket-loyalty-scheme-prices-offer-genuine-savings-uk-watchdog-says-278071

Story 1(part 2!):

Morrisons to give customers loyalty points on every product purchased

https://www.theretailbulletin.com/food-and-drink/morrisons-to-give-customers-loyalty-points-on-every-product-purchased-02-12-2024/

Morrisons boosts loyalty war with More Card expansion

https://www.decisionmarketing.co.uk/news/morrisons-boosts-loyalty-war-with-more-card-expansion

Story 2:

Walmart, NBCU beef up shoppable ads, measurement ahead of retail spree

https://www.marketingdive.com/news/walmart-nbcuniversal-shoppable-ads-measurement-black-friday/734070/

Walmart, NBCU to Kick Off Shoppable Live Sports Partnership with Thanksgiving Game

https://www.retailtouchpoints.com/topics/digital-marketing/walmart-nbcu-to-kick-off-shoppable-live-sports-partnership-with-thanksgiving-game

Story 3:

IAB Europe and IAB In-Store Retail Media Definitions and Measurement Standards

https://iabeurope.eu/knowledge_hub/iab-europe-and-iab-in-store-retail-media-definitions-and-measurement-standards/

The ACTUAL IAB standards and definitions document

https://iabeurope.eu/wp-content/uploads/IAB-Europe_IAB-In-Store-Retail-Media-Standards_FINAL-DECEMBER-2024.pdf

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This week Kate and Jonathan chat over the value of marketplace data, reduced pricing and rewards, and why fried chicken in 4K works well for brands, retailers and shoppers. The top three stories of the week include Zaxbys take over of Walmart TVs, the ways in which Deliveroo could benefit from offering dresses on demand, and what makes us loyal.

Story 1 -

Zaxbys Sets Black Friday Screensaver Deal At Walmart

https://www.mediapost.com/publications/article/401371/zaxbys-sets-black-friday-screensaver-deal-at-walma.html?edition=136477

Story 2 -

Deliveroo partners with Hurr for ‘dresses on-demand’ service in 20 minutes

https://www.retailgazette.co.uk/blog/2024/11/deliveroo-hurr/

https://www.retail-insight-network.com/news/deliveroo-hurr-dress-delivery/

https://retail-systems.com/rs/Deliveroo_Partners_With_Hurr_Designer_Dress_Rental_Service.php

https://deliveroo.co.uk/more/news-articles/deliveroo-hurr-partnership?srsltid=AfmBOooL8ZQoWSeW2xArvTQmBXaVLEMaPvIIaFd3kd6H8u9UxMOrCJdN

Story 3 -

Retailers launch loyalty programs at rapid pace amid membership increases

https://content-naf.emarketer.com/retailers-launch-loyalty-programs-rapid-pace-amid-membership-increases

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In an extended episode of This Week in Retail Media, Kate talks to the Head of Retail Media for Basic-Fit, Maurice Ridder along with PRN's VP of Retail Media for EMEA, Tijmen Willems about the plans for the Basic-Fit Retail Media Network in France. Before that though, she and Jonathan take a look (listen) at the enhanced audio capabilities of CVS and 7-Eleven and discuss The Trade Desk's move to Connected Television.Further reading:

Story 1 (is actually 2 stories!) -

CVS has partnered with The Trade Desk and Vibe-nomics to offer self-serve programmatic audio ads to advertisers

https://chainstoreage.com/cvs-adds-store-audio-retail-media-network-offering AND

Gulp Radio, the audio retail media network offered by 7 Eleven will be expanding

https://www.cspdailynews.com/technologyservices/7-eleven-expanding-gulp-radio

Story 2 -

The Trade Desk have announced that it is developing its own Connected television operating system

https://www.thetradedesk.com/us/news/press-room/the-trade-desk-announces-ventura

https://www.adweek.com/convergent-tv/biggest-questions-the-trade-desk-os/

https://www.performancemarketingworld.com/article/1897066/trade-desk-launches-streaming-tv-operating-system-ventura

Story 3 (and SPECIAL EXCLUSIVE INTERVIEW!) -

PRN Secures its First European Retail Media Network

https://invidis.com/news/2024/11/stratacache-prn-secures-its-first-europan-retail-media-network/

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