A Modern Approach to Retail Allocation - Episode 345
🎙️Interview with Ross Walker & Damiano Ciarrocchi
DESCRIPTION
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we dive into the intricacies of retail media allocation with guests Ross Walker, Head of the Retail Media Team, and Damiano Ciarrocchi, Senior Retail Media Manager.
The trio explores the dynamic landscape of retail media strategies, what has evolved over the past few years, and key insights for brands looking to optimize their omnichannel investments.
Make sure you tune in to find out more!
“Let’s throw away that paradigm and try to build this brand that in five, six, a year from now will be almost unrecognizable because it’s such a force in the whole digital landscape, and not just your Amazon or your Walmart or wherever that marketplace may be.”
KEY TAKEAWAYS
In this episode, Julie, Ross, and Damiano discuss:
State of Retail Media Allocation
How retail media allocation strategies have evolved, emphasizing the importance of holistic and channel-agnostic views.
The shift from simplistic revenue-based allocations to considering incrementality and customer journey metrics.
Approaching Retail Media Holistically
The need for brands to move beyond siloed strategies and consider the interplay between different marketplaces.
How brands leverage multiple channels such as Amazon, Chewy, and Walmart to maximize brand growth.
Evaluating the unique contributions of each channel to overall sales and not just individual performance metrics.
Retail Media Network Lifecycle
The typical development stages of retail media networks, from focusing on lower-funnel tactics to expanding into mid- and upper-funnel capabilities.
The expansion and improvement of self-serve ad platforms as retailers mature.
Pitfalls to Avoid and Best Practices
Issues like siloed teams, lack of testing, and under-leveraging in-store presence were highlighted as frequent setbacks.
Brands with overarching strategies, consistent cross-channel metrics, and robust creative campaigns tend to be more successful.
Retailer Priorities and Recommendations
Strong emphasis on the importance of foundational metrics and data insights.
Sequence of developing ad types starting from lower funnel and moving upward as the platform matures.
Encouraging retailers to adopt a more long-term perspective by making data accessible and free.
Future Considerations
Emerging importance of integrating digital advertising with in-store presence.
Evolving omnichannel strategies to stay ahead in the complex e-commerce landscape.
MENTIONED IN THIS EPISODE
Learn more about the webinar with Stratably, “Retail Media Allocation: How to Get the Best Return Across Retailers”
Connect with Retail Media Team Lead @Acadia, Ross Walker
Connect with Senior Retail Media Manager @Acadia, Damiano Ciarrocchi
Connect with Head of Retail Marketplaces Services Julie Spear
Learn more about Acadia
