Explore the Future of Grocery Retail Media: Insights from the CPG Guys Podcast
Grocery aisles are no longer the only way to connect with shoppers. With the rapid growth of retail media, the grocery industry is transforming how it engages consumers in an increasingly digital world. Retail media is redefining customer interactions, from mobile apps to in-store screens. In a recent episode of the CPG Guys Podcast, Bobby Watts, SVP at Ahold Delhaize (ADUSA)and Stephen Rivera, Senior Director of Strategic Retail Accounts at Rokt, shared valuable insights on achieving success in this evolving landscape through strategic partnerships, a customer-first mindset, and the promising potential of non-endemic advertising.
Key Takeaways
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- Mutual commitment to a customer-first mentality: ADUSA and Rokt emphasized putting the customer experience at the center of every decision.
- Easy activation, meaningful results: Solutions that are easy to activate but deliver impactful outcomes are essential for strengthening the partnership.
- A forward-looking vision for partnership: Long-term success requires a clear, aligned vision for the future, with ongoing adjustments to meet evolving customer needs.
Putting the customer first
Traditionally, grocery and CPG brands have relied on in-store promotions to engage customers. With the rise of retail media networks (RMNs), this has shifted online, offering a more direct way to influence purchasing decisions. Watts and Rivera highlighted that the foundation of successful retail media strategies is a collaboration between retailers and brands, focusing on creating relevant, personalized customer experiences.
“Our goal is to deliver value in a way that feels natural and beneficial to the customer.” — Stephen Rivera
Watts added, “It’s about aligning on what’s right for the customer and continuously refining our approach to meet their needs.”
Easy activation, big impact
Both stressed the need for simple yet impactful retail media solutions. Rivera emphasized, “We want partners to deploy Rokt and see results immediately, adding value without complexity.”
“Our strategy is about easy activation anywhere—intentional and designed to make engagement seamless.” — Bobby Watts
Building a vision for success
Long-term success requires a shared, forward-looking vision. Rivera and Watts discussed how their partnership focuses on exploring new opportunities, such as expanding to the payments page, while constantly evolving to deliver more value.
“As we learn together, we’ll continue to iterate based on consumer feedback, guiding us on where to focus our efforts.” — Bobby Watts
Rivera added, “We’re always asking, ‘What’s next?’ as we seek new ways to drive more value for our partners.”
Leveraging data for deeper engagement and measuring success
Retail media’s power lies in making offers relevant using first-party data.
“We optimize the experience on a 1-to-1 basis, using data to serve relevant offers.” — Stephen Rivera
This data-driven approach enhances loyalty programs and keeps customers engaged. Watts noted, “Loyalty programs are essential to our first-party data strategy.” Additionally, transparent metrics are crucial to understanding campaign performance.
The power of non-endemic advertising
Rivera and Watts also discussed the potential of non-endemic advertising, which introduces offers from brands outside the typical grocery selection. When done with relevance, unexpected offers enhance the customer experience and create new revenue streams for retailers.
“Non-endemic provides a way to add value in surprising ways.” — Stephen Rivera
Watts emphasized the importance of the right balance: “It’s all about placement and timing, ensuring these offers enhance—not disrupt—the experience.” This approach to non-endemic advertising is a promising area for innovation, providing both retailers and brands with opportunities to diversify revenue streams while maintaining a focus on customer value.
Learn more about how Rokt can complement your retail media network here.