Key Takeaways From Retail Media Summit UK
Retail Media Summit UK 2024, hosted by SMG and the Path to Purchase Institute, gathered some of the biggest names in retail. It was a packed house as we explored the hottest topics in retail media today. Here’s what I learned from my engaging discussions on crucial topics such as first-party data, in-store digital transformation and effective measurement strategies for retail media networks (RMNs).
1. The Power of First-Party Data
First-party data took center stage, and for good reason: It’s essential for building trust and delivering personalized, privacy-compliant customer experiences. In the panel “Is Retailer First-Party Data a Long-Term Sustainable Investment for Brands?”, Leila Lazreq from L’Oreal and Hugh Stevens from LiveRamp discussed how it’s transforming precise audience targeting and measurement.
A standout moment explored how retailers are increasingly managing audience activation in-house, transforming data into a service — though challenges remain in managing reach and frequency across retailers. Jenny Holleran from Kroger Precision Marketing made a great point in another panel: “We must move beyond outdated demographic targeting and focus on real purchasing behaviors for more relevant, impactful campaigns. That’s how you create campaigns that truly resonate with your audience.”
2. In-Store Is Going Digital
It’s official: The future of in-store shopping is digital. The panel “In-Store Media - Digital Out of Home or Next-Generation Shopper Marketing?” was packed with insights. Chris Riegel from Stratacache shared how digital displays and loyalty data are transforming in-store media into a powerful tool for influencing customer decisions at the point of purchase.
Retailers such as Currys are already using loyalty card data to personalize in-store experiences, and with Kevel, MC launched a retail media platform that also taps into insights from loyalty program data. While there are still challenges ahead — like older stores lacking digital infrastructure or difficulties aligning trade marketing with retail media strategies — the potential for growth is undeniable.
3. Leverage Measurement & Attribution That Matters
How can we prove ROI without proper measurement? At one of the roundtables I attended, we had valuable conversations around campaign measurement and attribution. The consensus was clear: Predictive analytics is essential, especially for optimizing omnichannel efforts. To drive campaign success, we need real-time reporting and predictive metrics. It’s not just about tracking what’s happening now, but also anticipating what’s coming next.
4. Omnichannel Excellence
Another takeaway was the importance of omnichannel strategies. In the debate “Are Full-Funnel Campaigns Just Hype?”, retailers like Boots shared how they activate an impressive 25 touchpoints to create consistent, seamless interactions with customers across both online and in-store channels. I particularly appreciate this approach, because it not only builds customer loyalty, but also shifts the focus from siloed campaigns to a cohesive experience across multiple touchpoints. That’s the future of retail media.
Final Thoughts
This year’s Retail Media Summit UK drove home the point that RMNs are about much more than just placing ads. They’re creating entire ecosystems that boost brand loyalty and generate revenue. Retail media is evolving fast, and I’m excited to see how retailers continue to adapt to these new challenges and opportunities.
About the Author: Paul Astbury is a seasoned sales director at Kevel, with 20-plus years of expertise in digital advertising, including verification, DOOH and retail media. He specializes in launching innovative product lines and continues to lead major retail media initiatives for a variety of retailers, e-commerce platforms and marketplaces throughout EMEA.