The Right Retailer Isn't Always the Obvious One

This episode explores strategies for brands expanding beyond Amazon into other retail media networks, focusing on identifying opportunities and managing operational complexities. Against the backdrop of pressure to be present on every platform, the discussion emphasizes aligning retailer selection with brand identity and leveraging vendor relationships. More significantly, the conversation highlights the importance of exclusivity and SKU differentiation to cater to each retailer's unique demands. For instance, a case study involving Cuties Mandarins illustrates how geo-targeting display ads on Walmart can overcome product page limitations in the produce category. As the discussion pivoted to Walmart display advertising, the item set feature and audience targeting capabilities, such as reaching "busy families," were identified as advantageous. The conversation also covers the impact of online ads on in-store sales, citing Instacart campaigns that led to significant lifts in organic sales. Emerging industry patterns reflect the increasing importance of frequency, customer psychology, and leveraging retail media networks for access to valuable data and insights.