Retail Media Networks, Part 2: Why the Hype?

Let’s talk about retail media.

More specifically, the reasons underlying all the excitement about – and investment in – retail media networks (RMNs) launched by major retailers, which is the focus of this article, Part 2 of a 4-part series.

In Part 1, I covered the origins and definition of RMNs; in Part 3, I will paint a picture of where different retailers stand in their journey of launching their respective RMNs; and in Part 4, I will offer my hypotheses on what needs to happen in the retail media space for RMNs to live up to their widely publicized potential.

Retail Media Networks, Part 1: What Are They?

Let’s talk about retail media.

More specifically, the rise of retail media networks launched by major retailers, looking to build new, sizeable, and highly profitable media revenue streams by taking advantage of their large audiences of loyal shoppers and the vast amounts of purchase data they collect from these shoppers.

In this 4-part series, I take a look at the origins and definition of retail media networks (or RMNs), examine the reasons for the rising interest and investment in RMNs, assess where different retailers stand in their evolutionary journey of launching and monetizing their RMN, and offer my point of view on what needs to happen in the retail media space in order for RMNs to live up to and deliver on their widely publicized potential.

In-Store Media and Merchandising: The Digital Renaissance Cometh

Barrows "Connected Store" endcap units

Let's talk about digital in-store media.

More specifically, the future of engaging shoppers digitally inside physical stores to make their shopping experience smoother, more productive and delightful, while also seizing the opportunity to serve them advertising and promotional messages sponsored by brand manufacturers.

Settling for Less: The Challenges and Opportunities of Manufacturer Coupon Clearing

Let’s talk about coupon clearing.

More specifically, the last stage of the Life of a Coupon process that delivers the processing of the coupon and the settlement of face-value funds between the manufacturer who issued the coupon and the retailer who accepted it.

A recently announced partnership between Quotient Technology and Mandlik & Rhodes, a smaller coupon clearing house, promises to shake up the duopoly Inmar Intelligence and NCH Marketing Services have enjoyed for decades, and to provide better services and lower costs for CPGs. Will that come to pass? We’ll see. But to really understand what’s possible and what it would take to disrupt the coupon clearing industry, let’s take several steps back for a brief overview of the business of issuing, processing and clearing of manufacturer coupons.

Life of a Coupon: The Industry Value Chain That Powers Manufacturer Coupons

Let’s talk about coupons.

More specifically, the full value chain of activities and industry players that constitutes the ‘Life of a Coupon’ – from the CPG manufacturer to the consumer to the retailer’s checkout register and back to the manufacturer.

Unicorn or Supernova: Can Instacart Sustain Its Meteoric Rise?

Let’s talk about Instacart.

More specifically, the soaring fortunes of the grocery delivery company, boosted by the COVID-19 pandemic, and the sustainability of Instacart’s growth and popularity – not to mention its ballooning valuation.

Print or Digital: The Trade-Offs Brand Managers Face When Choosing Between Paper and Electronic Coupons

Let’s talk about coupons.

More specifically, manufacturer coupons issued by major brands for consumers to redeem against every-day food and household purchases at grocery and drug stores.

Why, despite the appeal and growth of digital incentives, have traditional paper coupons continued to reign supreme? Is it just a matter of time to change consumer adoption habits, or is there more to the physical paper coupon that accounts for its longevity and continued popularity?

Evangelize-Convert-Optimize: The Fundamental Purpose and Core Tasks of Consumer Marketing

Let’s talk about consumer marketing.

More specifically, the industry of consumer marketing, its fundamental purpose, core tasks, market structure, dynamics and size.

This article, focusing on the fundamental purpose and core tasks of consumer marketing, is the first in a series on how to strategically evaluate the marketing services industry landscape, make sense of the trends and competitive moves impacting it, and think critically about the various industry players and their strategic position and significance.