Latest / Omni Talk Retail / Why In Store Media Is the Next Growth Lever for Retail Media, from Albertsons Media Collective VP of Sales | FMI 2026

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Why In Store Media Is the Next Growth Lever for Retail Media, from Albertsons Media Collective VP of Sales | FMI 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  welcome
• 0:01
  back.
• 0:01
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Anne
• 0:02
  Mazinga.
• 0:03
  And
• 0:03
  I'm
• 0:03
  Chris
• 0:03
  Walton.
• 0:04
  And
• 0:04
  we
• 0:04
  are
• 0:04
  coming
• 0:05
  to
• 0:05
  you
• 0:05
  live
• 0:05
  from
• 0:06
  FMI
• 0:07
  in
• 0:07
  sunny
• 0:07
  San
• 0:07
  Diego
• 0:08
  in
• 0:09
  the
• 0:09
  Simbi
• 0:09
  booth.
• 0:10
  We're
• 0:10
  here,
• 0:10
  number
• 0:11
  118.
• 0:11
  Come
• 0:12
  stop
• 0:12
  by
• 0:12
  all
• 0:13
  day.
• 0:13
  We'll
• 0:14
  be
• 0:14
  here.
• 0:14
  Simbi
• 0:15
  will
• 0:15
  help
• 0:15
  be
• 0:15
  helping
• 0:16
  us
• 0:16
  bring
• 0:16
  you
• 0:17
  interviews
• 0:17
  with
• 0:18
  loads
• 0:18
  of
• 0:18
  retailers
• 0:19
  and
• 0:19
  brands
• 0:19
  today.
• 0:20
  And
• 0:20
  we
• 0:20
  cannot
• 0:21
  wait
• 0:21
  for
• 0:22
  this
• 0:22
  next
• 0:22
  one.
• 0:22
  Standing
• 0:23
  in
• 0:23
  between
• 0:23
  Chris
• 0:24
  and
• 0:24
  myself
• 0:25
  is
• 0:25
  Julian
• 0:25
  Mintz.
• 0:26
  Julian
• 0:26
  is
• 0:27
  the
• 0:27
  VP
• 0:27
  of
• 0:28
  Sales
• 0:28
  for
• 0:28
  Albertsons
• 0:29
  Media
• 0:29
  Collective.
• 0:30
  Julian,
• 0:31
  welcome
• 0:31
  back.
• 0:32
  We
• 0:32
  had
• 0:32
  you
• 0:32
  on
• 0:32
  at
• 0:32
  fmi.
• 0:33
  Yes,
• 0:34
  thank
• 0:34
  you
• 0:34
  for
• 0:34
  having
• 0:34
  me
• 0:35
  back.
• 0:35
  You've
• 0:35
  decided
• 0:36
  to
• 0:36
  join
• 0:36
  us
• 0:36
  again.
• 0:37
  I
• 0:37
  was
• 0:37
  going
• 0:37
  to
• 0:37
  ask
• 0:37
  you
• 0:37
  the
• 0:38
  same
• 0:38
  question.
• 0:40
  We're
• 0:40
  thrilled,
• 0:41
  thrilled
• 0:41
  to
• 0:41
  have
• 0:42
  you.
• 0:42
  Thank
• 0:42
  you
• 0:42
  so
• 0:42
  much.
• 0:43
  Yeah,
• 0:43
  so
• 0:43
  remind
• 0:43
  our
• 0:44
  audience,
• 0:44
  you
• 0:44
  know,
• 0:44
  we
• 0:44
  did
• 0:44
  have
• 0:44
  you
• 0:44
  on
• 0:45
  last
• 0:45
  year
• 0:45
  and
• 0:45
  it's
• 0:45
  good
• 0:45
  to
• 0:45
  always
• 0:46
  check
• 0:46
  in
• 0:46
  with
• 0:46
  our
• 0:46
  guests
• 0:46
  every
• 0:47
  year.
• 0:47
  That's
• 0:47
  one
• 0:47
  thing
• 0:47
  we
• 0:47
  love
• 0:47
  about
• 0:48
  our
• 0:48
  job
• 0:48
  is
• 0:48
  so
• 0:48
  remind
• 0:49
  our
• 0:49
  audience
• 0:49
  of
• 0:49
  what
• 0:50
  it
• 0:50
  is
• 0:50
  that
• 0:50
  you
• 0:50
  do
• 0:51
  and
• 0:51
  all
• 0:51
  that
• 0:51
  you
• 0:51
  oversee
• 0:52
  as
• 0:52
  the
• 0:52
  VP
• 0:52
  of
• 0:53
  Sales
• 0:53
  for
• 0:53
  Albertsons
• 0:54
  Media
• 0:54
  Collective.
• 0:55
  Yeah,
• 0:55
  so
• 0:55
  the,
• 0:56
  the
• 0:56
  title
• 0:56
  speaks
• 0:57
  for
• 0:57
  itself.
• 0:57
  I
• 0:57
  lead
• 0:57
  the
• 0:57
  sales
• 0:57
  team
• 0:58
  at
• 0:58
  Albertsons
• 0:58
  Media
• 0:59
  Collective,
• 0:59
  so
• 0:59
  working
• 0:59
  with
• 1:00
  a
• 1:00
  great
• 1:00
  group
• 1:00
  of
• 1:01
  team
• 1:02
  members
• 1:02
  that
• 1:02
  work
• 1:02
  directly
• 1:03
  with
• 1:03
  our
• 1:03
  suppliers
• 1:04
  to
• 1:04
  help
• 1:04
  them
• 1:05
  grow
• 1:05
  their
• 1:05
  unit
• 1:05
  sales
• 1:06
  in
• 1:06
  our
• 1:06
  stores.
• 1:07
  So
• 1:07
  you're
• 1:07
  talking
• 1:07
  to
• 1:07
  the
• 1:07
  brands
• 1:08
  a
• 1:08
  lot.
• 1:08
  Yeah,
• 1:08
  exactly,
• 1:09
  yeah.
• 1:09
  And
• 1:09
  it's
• 1:10
  an
• 1:10
  exciting
• 1:10
  time
• 1:11
  to
• 1:11
  be
• 1:11
  at
• 1:11
  Albertsons.
• 1:12
  We're
• 1:12
  a
• 1:13
  few
• 1:13
  months
• 1:13
  in
• 1:13
  under
• 1:13
  our
• 1:14
  new
• 1:14
  leadership,
• 1:14
  Susan
• 1:14
  Morris,
• 1:15
  coming
• 1:15
  off
• 1:15
  of
• 1:16
  the
• 1:17
  merger
• 1:17
  that
• 1:17
  wasn't.
• 1:18
  And
• 1:18
  the
• 1:18
  company
• 1:18
  just
• 1:19
  has
• 1:19
  such
• 1:19
  tremendous
• 1:20
  momentum
• 1:21
  and
• 1:22
  pretty
• 1:22
  blessed
• 1:22
  to
• 1:22
  be
• 1:22
  able
• 1:23
  to
• 1:23
  do
• 1:23
  my
• 1:23
  job.
• 1:23
  Yeah.
• 1:24
  Well,
• 1:24
  Julian,
• 1:25
  one
• 1:25
  thing
• 1:26
  that
• 1:26
  we
• 1:26
  hear
• 1:26
  from
• 1:26
  a
• 1:26
  lot
• 1:27
  of
• 1:27
  retail
• 1:27
  media
• 1:28
  companies
• 1:28
  right
• 1:28
  now
• 1:28
  is
• 1:29
  that
• 1:30
  they
• 1:30
  have
• 1:31
  closed
• 1:31
  loop
• 1:32
  attribution
• 1:32
  and
• 1:33
  omnichannel
• 1:33
  reach.
• 1:34
  Those
• 1:34
  are
• 1:34
  a
• 1:34
  couple.
• 1:34
  Yes.
• 1:35
  Yeah,
• 1:35
  that,
• 1:35
  that
• 1:36
  comes
• 1:36
  up,
• 1:36
  comes
• 1:37
  up.
• 1:37
  A
• 1:37
  lot,
• 1:38
  you
• 1:38
  know,
• 1:38
  as
• 1:38
  the
• 1:39
  sales
• 1:39
  leader
• 1:40
  for
• 1:40
  Albertson's
• 1:41
  media
• 1:41
  collective,
• 1:42
  what
• 1:42
  are
• 1:42
  the
• 1:42
  things
• 1:42
  that
• 1:43
  you
• 1:43
  really
• 1:44
  believe
• 1:44
  are
• 1:45
  unique
• 1:45
  to
• 1:45
  Albertsons
• 1:46
  Media
• 1:46
  Collective?
• 1:47
  Like,
• 1:47
  what
• 1:47
  are
• 1:47
  you
• 1:47
  really
• 1:48
  offering
• 1:48
  your
• 1:49
  colleagues,
• 1:49
  customers
• 1:50
  and
• 1:50
  brands
• 1:50
  that
• 1:51
  gets
• 1:51
  them
• 1:51
  to
• 1:51
  be
• 1:51
  like,
• 1:52
  oh,
• 1:52
  yeah,
• 1:53
  this
• 1:53
  is
• 1:53
  great.
• 1:53
  Brian
• 1:54
  mentioned
• 1:54
  a
• 1:54
  couple
• 1:54
  of
• 1:55
  them.
• 1:55
  I'd
• 1:55
  love
• 1:55
  to
• 1:55
  hear
• 1:55
  from
• 1:56
  your
• 1:56
  perspective
• 1:56
  how
• 1:57
  you,
• 1:57
  like,
• 1:57
  encourage
• 1:57
  the
• 1:58
  team
• 1:58
  to
• 1:58
  really
• 1:59
  show
• 1:59
  how
• 1:59
  unique.
• 2:00
  Yeah,
• 2:00
  absolutely.
• 2:01
  Look,
• 2:01
  it's
• 2:01
  a
• 2:02
  unique
• 2:02
  company
• 2:03
  with
• 2:03
  an
• 2:03
  extremely
• 2:03
  rich
• 2:04
  heritage.
• 2:04
  We
• 2:04
  have
• 2:04
  several
• 2:05
  brands
• 2:05
  that
• 2:05
  have
• 2:05
  been
• 2:05
  around
• 2:06
  for
• 2:06
  over
• 2:06
  100
• 2:06
  years,
• 2:08
  but
• 2:08
  it
• 2:08
  really
• 2:08
  starts,
• 2:09
  first
• 2:09
  and
• 2:09
  foremost
• 2:09
  with
• 2:10
  our
• 2:10
  scale.
• 2:10
  We
• 2:10
  have
• 2:11
  2,200
• 2:11
  stores,
• 2:12
  13
• 2:13
  of
• 2:13
  the
• 2:13
  largest,
• 2:13
  15
• 2:14
  DMAs.
• 2:15
  So
• 2:15
  it's
• 2:15
  truly
• 2:16
  a
• 2:16
  national
• 2:16
  play
• 2:17
  where
• 2:17
  we
• 2:17
  can
• 2:17
  reach
• 2:17
  a
• 2:18
  Ton
• 2:18
  of
• 2:18
  people
• 2:18
  quickly.
• 2:19
  And
• 2:20
  so
• 2:20
  it
• 2:20
  really
• 2:20
  starts
• 2:20
  with
• 2:20
  our
• 2:21
  scale.
• 2:22
  And
• 2:22
  then
• 2:22
  we
• 2:23
  really
• 2:23
  believe
• 2:23
  in
• 2:23
  true
• 2:24
  omnichannel
• 2:25
  connections.
• 2:25
  And
• 2:25
  again,
• 2:25
  you
• 2:26
  hear
• 2:26
  that
• 2:26
  all
• 2:26
  the
• 2:26
  time.
• 2:26
  Tell
• 2:27
  us
• 2:27
  what
• 2:27
  that
• 2:27
  means
• 2:28
  to
• 2:28
  you
• 2:28
  and
• 2:28
  your
• 2:28
  team.
• 2:29
  So
• 2:29
  for
• 2:30
  us,
• 2:30
  it
• 2:30
  means
• 2:31
  that
• 2:31
  we
• 2:31
  can
• 2:31
  reach
• 2:31
  a
• 2:31
  consumer
• 2:32
  whether
• 2:32
  they're
• 2:32
  on
• 2:32
  the
• 2:33
  couch,
• 2:34
  all
• 2:34
  the
• 2:34
  way
• 2:34
  to
• 2:34
  when
• 2:34
  they're
• 2:34
  at
• 2:35
  the
• 2:35
  cash
• 2:35
  register.
• 2:36
  So
• 2:36
  that
• 2:36
  means
• 2:36
  from
• 2:36
  the
• 2:37
  very
• 2:37
  first
• 2:37
  impression
• 2:37
  that
• 2:38
  they
• 2:38
  see
• 2:38
  on
• 2:38
  TV
• 2:38
  or
• 2:39
  on
• 2:39
  streaming
• 2:40
  through
• 2:40
  digital
• 2:40
  at
• 2:40
  a
• 2:41
  home
• 2:41
  when
• 2:41
  they're
• 2:41
  scrolling
• 2:42
  their
• 2:42
  phone,
• 2:42
  to
• 2:43
  when
• 2:43
  they
• 2:43
  go
• 2:43
  online
• 2:43
  to
• 2:44
  maybe
• 2:44
  browse
• 2:44
  for
• 2:44
  products.
• 2:45
  But
• 2:45
  then
• 2:46
  the
• 2:46
  big
• 2:46
  thing
• 2:46
  that
• 2:46
  we're
• 2:46
  focused
• 2:47
  on
• 2:47
  this
• 2:47
  year
• 2:47
  is
• 2:47
  what
• 2:47
  happens
• 2:48
  when
• 2:48
  they
• 2:48
  actually
• 2:48
  get
• 2:48
  to
• 2:49
  the
• 2:49
  store.
• 2:49
  Yeah.
• 2:50
  Because
• 2:50
  that's
• 2:50
  really
• 2:51
  the
• 2:51
  third
• 2:51
  leg
• 2:51
  in
• 2:51
  this
• 2:51
  true
• 2:52
  omnichannel
• 2:52
  journey.
• 2:53
  And
• 2:53
  we'll
• 2:54
  talk
• 2:54
  a
• 2:54
  little
• 2:54
  bit
• 2:54
  more
• 2:54
  about
• 2:54
  it
• 2:54
  in
• 2:54
  a
• 2:55
  little
• 2:55
  bit.
• 2:55
  But
• 2:55
  being
• 2:55
  able
• 2:55
  to
• 2:56
  engage
• 2:56
  them
• 2:56
  with
• 2:56
  really
• 2:57
  rich,
• 2:57
  context
• 2:58
  driven,
• 2:58
  creative,
• 3:00
  video,
• 3:00
  creative,
• 3:00
  digital,
• 3:01
  creative,
• 3:01
  measurable,
• 3:02
  creative.
• 3:02
  When
• 3:03
  they're
• 3:03
  in
• 3:03
  the
• 3:03
  actual
• 3:03
  store,
• 3:04
  is.
• 3:04
  There
• 3:04
  one
• 3:05
  of
• 3:05
  those
• 3:06
  tactics
• 3:07
  that
• 3:07
  you
• 3:07
  feel
• 3:08
  like
• 3:08
  is
• 3:08
  really
• 3:08
  gaining
• 3:09
  more
• 3:09
  traction
• 3:09
  from
• 3:10
  your
• 3:10
  customers
• 3:10
  than
• 3:10
  others?
• 3:11
  Like
• 3:11
  are
• 3:11
  they
• 3:11
  hearing
• 3:12
  about
• 3:12
  radio?
• 3:12
  Are
• 3:13
  they
• 3:13
  hearing
• 3:13
  about
• 3:13
  screens?
• 3:13
  And
• 3:14
  they're
• 3:14
  like,
• 3:14
  ooh,
• 3:15
  I
• 3:15
  like
• 3:16
  that
• 3:16
  one.
• 3:16
  Or
• 3:16
  that's
• 3:16
  more
• 3:16
  appealing?
• 3:17
  Yeah.
• 3:17
  Where
• 3:17
  do
• 3:17
  the
• 3:18
  brand's
• 3:18
  eyes
• 3:18
  light
• 3:18
  up
• 3:19
  when
• 3:19
  you're
• 3:19
  sitting
• 3:19
  across
• 3:19
  the
• 3:20
  table
• 3:20
  from
• 3:20
  them
• 3:20
  pitching
• 3:21
  them.
• 3:21
  This
• 3:21
  is
• 3:21
  such
• 3:21
  a
• 3:22
  cop
• 3:22
  out
• 3:22
  answer,
• 3:22
  so
• 3:22
  bear
• 3:23
  with
• 3:23
  me.
• 3:23
  Okay.
• 3:23
  But
• 3:24
  they
• 3:24
  all
• 3:24
  do,
• 3:24
  depending
• 3:25
  on
• 3:25
  who
• 3:25
  you're
• 3:25
  talking
• 3:26
  to.
• 3:26
  So
• 3:26
  we
• 3:27
  speak
• 3:27
  with
• 3:27
  people
• 3:27
  that
• 3:27
  have
• 3:28
  been
• 3:28
  buying
• 3:28
  traditional
• 3:29
  television
• 3:30
  that's
• 3:30
  been
• 3:30
  bought
• 3:31
  the
• 3:31
  same
• 3:31
  way
• 3:31
  for
• 3:31
  60
• 3:31
  years,
• 3:32
  and
• 3:32
  we're
• 3:32
  coming
• 3:32
  in
• 3:32
  with
• 3:33
  first
• 3:33
  party
• 3:34
  data
• 3:34
  and
• 3:34
  true
• 3:35
  sales
• 3:35
  attribution.
• 3:36
  And
• 3:37
  that's
• 3:37
  what
• 3:37
  they're
• 3:37
  being
• 3:37
  asked
• 3:37
  by
• 3:38
  their
• 3:38
  CMOs
• 3:38
  for.
• 3:38
  And
• 3:39
  so
• 3:39
  their
• 3:39
  eyes
• 3:39
  light
• 3:39
  up
• 3:39
  for
• 3:40
  that
• 3:40
  when
• 3:41
  we're
• 3:41
  talking
• 3:41
  to
• 3:42
  someone
• 3:42
  more
• 3:43
  on
• 3:43
  the
• 3:43
  shopper
• 3:44
  marketing
• 3:44
  side
• 3:44
  who's
• 3:44
  more
• 3:45
  attached
• 3:45
  to
• 3:45
  trade
• 3:45
  budgets,
• 3:46
  Being
• 3:46
  able
• 3:46
  to
• 3:46
  engage
• 3:47
  someone
• 3:47
  in
• 3:47
  the
• 3:47
  store
• 3:48
  with
• 3:48
  a
• 3:48
  digital
• 3:48
  screen
• 3:50
  in
• 3:50
  a
• 3:50
  cross
• 3:50
  merchandising
• 3:51
  fashion
• 3:51
  is
• 3:52
  something
• 3:52
  that
• 3:52
  they
• 3:52
  get
• 3:52
  really
• 3:52
  excited
• 3:53
  about.
• 3:53
  So
• 3:53
  it
• 3:53
  really
• 3:53
  depends
• 3:54
  on
• 3:54
  who
• 3:54
  we're
• 3:54
  talking
• 3:54
  to.
• 3:55
  Ultimately,
• 3:55
  it
• 3:55
  all
• 3:55
  ladders
• 3:56
  up
• 3:56
  to
• 3:56
  the
• 3:56
  cmo.
• 3:57
  The
• 3:57
  CMO
• 3:58
  wants
• 3:58
  to
• 3:58
  do
• 3:58
  a
• 3:58
  few
• 3:59
  different
• 3:59
  things,
• 3:59
  but
• 3:59
  they
• 3:59
  ultimately
• 4:00
  are
• 4:00
  responsible
• 4:00
  for
• 4:01
  moving
• 4:01
  units.
• 4:02
  And
• 4:02
  we're
• 4:02
  helping
• 4:02
  them
• 4:02
  do
• 4:02
  that.
• 4:03
  Right.
• 4:03
  Okay.
• 4:04
  Because
• 4:04
  you
• 4:04
  brought
• 4:04
  it
• 4:04
  up,
• 4:05
  you
• 4:05
  talked
• 4:06
  about
• 4:06
  in
• 4:06
  store,
• 4:07
  you
• 4:07
  know,
• 4:07
  connecting
• 4:07
  the
• 4:07
  dots
• 4:08
  between
• 4:08
  everything
• 4:08
  that
• 4:08
  goes
• 4:09
  on
• 4:09
  and
• 4:09
  particularly
• 4:09
  in
• 4:09
  store.
• 4:10
  And
• 4:10
  Brian,
• 4:11
  who
• 4:11
  we
• 4:11
  had
• 4:11
  on
• 4:11
  earlier,
• 4:13
  who
• 4:13
  also
• 4:13
  works
• 4:13
  for
• 4:13
  Albertsons
• 4:14
  Media
• 4:14
  Collective,
• 4:15
  he
• 4:15
  mentioned
• 4:15
  that
• 4:15
  too,
• 4:15
  and
• 4:16
  he
• 4:16
  said
• 4:16
  that
• 4:16
  we're
• 4:16
  in
• 4:16
  the
• 4:16
  early
• 4:17
  innings
• 4:17
  of
• 4:17
  in
• 4:17
  store
• 4:18
  retail
• 4:19
  media.
• 4:19
  So
• 4:19
  if
• 4:19
  that's
• 4:20
  the
• 4:20
  case.
• 4:20
  It
• 4:20
  sounds
• 4:20
  like
• 4:21
  you
• 4:21
  agree.
• 4:22
  How
• 4:22
  do
• 4:23
  you
• 4:23
  pitch
• 4:23
  that?
• 4:24
  Like,
• 4:24
  what
• 4:25
  are
• 4:25
  the
• 4:25
  hooks
• 4:25
  that
• 4:25
  get
• 4:26
  the
• 4:26
  brand
• 4:26
  interested
• 4:27
  in
• 4:27
  what
• 4:27
  you
• 4:27
  can
• 4:27
  do
• 4:28
  for
• 4:28
  them
• 4:28
  in
• 4:28
  store.
• 4:30
  I
• 4:30
  don't
• 4:30
  think
• 4:30
  anyone
• 4:31
  has
• 4:31
  a
• 4:31
  doubt
• 4:32
  that
• 4:32
  a
• 4:33
  digital
• 4:33
  experience
• 4:34
  in
• 4:34
  the
• 4:34
  store
• 4:34
  is
• 4:34
  really
• 4:35
  important.
• 4:35
  Right.
• 4:35
  We've
• 4:36
  been
• 4:36
  many
• 4:37
  years
• 4:37
  now
• 4:37
  into
• 4:38
  the
• 4:38
  merging
• 4:38
  of
• 4:38
  the
• 4:39
  physical
• 4:39
  and
• 4:39
  the
• 4:39
  digital
• 4:39
  shelf.
• 4:40
  So
• 4:40
  shopping
• 4:41
  behavior
• 4:41
  has
• 4:41
  already
• 4:42
  changed.
• 4:42
  Moments
• 4:43
  where
• 4:43
  people
• 4:43
  get
• 4:44
  inspired
• 4:44
  or
• 4:44
  they
• 4:45
  have
• 4:45
  their
• 4:45
  awareness
• 4:45
  raised
• 4:46
  to
• 4:46
  a
• 4:46
  certain
• 4:46
  brand.
• 4:47
  That's
• 4:47
  changing
• 4:47
  as
• 4:48
  well
• 4:48
  across
• 4:48
  the
• 4:48
  media
• 4:48
  landscape.
• 4:49
  So
• 4:50
  we're
• 4:50
  very
• 4:50
  confident
• 4:50
  that
• 4:51
  brands
• 4:51
  are
• 4:51
  bought
• 4:51
  in
• 4:51
  on
• 4:52
  that
• 4:52
  concept.
• 4:53
  Very
• 4:53
  true
• 4:54
  that
• 4:54
  we're
• 4:54
  in
• 4:54
  the
• 4:54
  early
• 4:54
  innings.
• 4:55
  It's
• 4:55
  much
• 4:55
  more
• 4:55
  developed
• 4:56
  in
• 4:56
  Europe.
• 4:56
  I
• 4:57
  think
• 4:57
  what
• 4:57
  really
• 4:57
  excites
• 4:58
  brands
• 4:58
  is
• 4:58
  the
• 4:58
  way
• 4:59
  we're
• 4:59
  approaching
• 4:59
  it,
• 4:59
  which
• 5:00
  is
• 5:00
  with
• 5:00
  measurement
• 5:00
  at
• 5:01
  the
• 5:01
  forefront.
• 5:01
  So
• 5:01
  it's
• 5:02
  not
• 5:02
  just
• 5:02
  about,
• 5:03
  hey,
• 5:03
  trust
• 5:03
  us,
• 5:03
  someone's
• 5:04
  going
• 5:04
  to
• 5:04
  walk
• 5:04
  through
• 5:04
  our
• 5:04
  store
• 5:05
  and
• 5:05
  see
• 5:05
  your
• 5:05
  ad.
• 5:05
  It's
• 5:06
  that
• 5:06
  we're
• 5:06
  going
• 5:06
  to
• 5:06
  be
• 5:06
  able
• 5:06
  to
• 5:07
  close
• 5:07
  the
• 5:07
  loop
• 5:07
  eventually
• 5:08
  on
• 5:08
  attribution
• 5:09
  to
• 5:09
  sales
• 5:10
  in
• 5:10
  the
• 5:10
  same
• 5:10
  way
• 5:10
  we
• 5:11
  do
• 5:11
  our
• 5:11
  other
• 5:11
  digital
• 5:11
  media.
• 5:12
  So
• 5:12
  it
• 5:12
  turns
• 5:12
  out
• 5:12
  to
• 5:13
  be
• 5:13
  a
• 5:13
  true
• 5:13
  end
• 5:14
  to
• 5:14
  end
• 5:14
  omnichannel
• 5:15
  solution
• 5:15
  where
• 5:16
  the
• 5:16
  outcome
• 5:17
  is
• 5:17
  at
• 5:17
  the
• 5:17
  forefront
• 5:17
  and
• 5:18
  we
• 5:18
  start
• 5:18
  with
• 5:18
  that
• 5:18
  before
• 5:19
  we
• 5:19
  even
• 5:19
  start
• 5:19
  planning
• 5:20
  the
• 5:20
  media.
• 5:21
  And
• 5:21
  the
• 5:21
  in
• 5:21
  store
• 5:21
  experience
• 5:22
  being
• 5:22
  a
• 5:22
  part
• 5:22
  of
• 5:22
  that
• 5:23
  is
• 5:23
  a
• 5:23
  true
• 5:23
  game
• 5:23
  changer.
• 5:24
  Yeah,
• 5:24
  well,
• 5:24
  I'd
• 5:24
  love
• 5:25
  to
• 5:25
  get
• 5:25
  your
• 5:25
  perspective
• 5:26
  too.
• 5:26
  Like,
• 5:26
  okay,
• 5:27
  traditional
• 5:27
  media
• 5:28
  buys,
• 5:29
  you've
• 5:29
  got
• 5:29
  slotting,
• 5:30
  you've
• 5:30
  got
• 5:30
  got
• 5:31
  promotions,
• 5:31
  you've
• 5:31
  got
• 5:31
  co
• 5:32
  ops.
• 5:32
  Now
• 5:32
  you
• 5:33
  have
• 5:33
  retail
• 5:33
  media
• 5:33
  as
• 5:34
  another
• 5:34
  line
• 5:34
  item
• 5:35
  for
• 5:35
  brands
• 5:36
  to
• 5:36
  be
• 5:36
  thinking
• 5:36
  about
• 5:36
  when
• 5:36
  they're
• 5:37
  partnering
• 5:37
  with
• 5:37
  you.
• 5:38
  How
• 5:39
  do
• 5:39
  you
• 5:39
  kind
• 5:39
  of
• 5:40
  guide
• 5:40
  them
• 5:41
  on
• 5:41
  how
• 5:41
  to
• 5:42
  make
• 5:42
  this
• 5:42
  collective
• 5:43
  investment
• 5:43
  and
• 5:44
  kind
• 5:44
  of
• 5:44
  how
• 5:45
  to
• 5:45
  proportion
• 5:45
  each
• 5:46
  one
• 5:46
  of
• 5:46
  their
• 5:47
  investments
• 5:47
  so
• 5:47
  that
• 5:48
  they
• 5:48
  have
• 5:48
  the
• 5:48
  success
• 5:49
  that
• 5:49
  you're
• 5:49
  talking
• 5:50
  about.
• 5:50
  Sure.
• 5:50
  The
• 5:51
  starting
• 5:51
  point
• 5:52
  is
• 5:52
  having
• 5:52
  our
• 5:52
  house
• 5:52
  in
• 5:53
  order.
• 5:53
  So
• 5:53
  internal
• 5:54
  collaboration,
• 5:55
  so
• 5:55
  everything
• 5:55
  that
• 5:56
  happens
• 5:56
  on
• 5:56
  the
• 5:56
  trade
• 5:57
  side,
• 5:57
  price
• 5:57
  promotion,
• 5:59
  media
• 5:59
  is
• 5:59
  in
• 6:00
  service
• 6:00
  of
• 6:00
  that.
• 6:00
  Right.
• 6:00
  At
• 6:01
  the
• 6:01
  end
• 6:01
  of
• 6:01
  the
• 6:01
  day,
• 6:01
  we're
• 6:01
  just
• 6:02
  trying
• 6:02
  to
• 6:02
  help
• 6:02
  our
• 6:03
  suppliers
• 6:03
  and
• 6:03
  our
• 6:03
  brands
• 6:04
  make
• 6:04
  their
• 6:05
  customers
• 6:05
  aware
• 6:05
  of
• 6:06
  all
• 6:06
  the
• 6:06
  great
• 6:06
  things
• 6:06
  that
• 6:07
  they're
• 6:07
  doing
• 6:07
  that
• 6:08
  then
• 6:08
  materialize
• 6:09
  on
• 6:09
  the
• 6:09
  physical
• 6:09
  or
• 6:09
  the
• 6:10
  digital
• 6:10
  shelf.
• 6:10
  And
• 6:11
  so
• 6:11
  we
• 6:11
  have
• 6:11
  great
• 6:11
  coordination
• 6:12
  internally
• 6:12
  at
• 6:12
  Albertsons
• 6:13
  between
• 6:14
  our
• 6:14
  media
• 6:14
  team
• 6:15
  and
• 6:15
  our
• 6:15
  merchandising
• 6:15
  team
• 6:16
  to
• 6:16
  make
• 6:16
  sure
• 6:16
  that
• 6:16
  our
• 6:16
  media
• 6:17
  does
• 6:17
  exactly
• 6:18
  that.
• 6:18
  So
• 6:18
  that's
• 6:19
  really
• 6:19
  the
• 6:20
  foundation
• 6:20
  of
• 6:20
  it.
• 6:21
  And
• 6:22
  then
• 6:22
  from
• 6:22
  there
• 6:22
  it's
• 6:22
  just
• 6:22
  about
• 6:23
  working
• 6:23
  with
• 6:23
  marketers
• 6:24
  to
• 6:24
  help
• 6:24
  them
• 6:24
  understand
• 6:25
  that
• 6:26
  media
• 6:26
  and
• 6:26
  the
• 6:26
  retail
• 6:27
  media
• 6:28
  landscape
• 6:29
  doesn't
• 6:29
  have
• 6:29
  to
• 6:29
  be
• 6:30
  a
• 6:30
  narrow
• 6:30
  definition.
• 6:31
  It
• 6:31
  doesn't
• 6:31
  just
• 6:31
  have
• 6:32
  to
• 6:32
  be
• 6:32
  what
• 6:32
  happens
• 6:32
  on
• 6:32
  our
• 6:33
  site
• 6:34
  or
• 6:34
  in
• 6:34
  our
• 6:34
  store,
• 6:35
  but
• 6:35
  can
• 6:35
  also
• 6:36
  include
• 6:36
  the
• 6:36
  NFL
• 6:37
  game
• 6:37
  that
• 6:37
  they
• 6:37
  have
• 6:38
  a
• 6:38
  spot
• 6:38
  in,
• 6:38
  or
• 6:39
  the
• 6:39
  super
• 6:39
  bowl
• 6:40
  or
• 6:40
  a
• 6:40
  billboard
• 6:41
  that
• 6:41
  they're
• 6:41
  placing
• 6:42
  when
• 6:42
  somebody's
• 6:42
  on
• 6:42
  the
• 6:43
  way
• 6:43
  to
• 6:43
  the
• 6:43
  store.
• 6:44
  That
• 6:44
  all
• 6:45
  comes
• 6:45
  together
• 6:45
  and
• 6:46
  should
• 6:46
  speak
• 6:46
  in
• 6:46
  one
• 6:47
  line
• 6:48
  all
• 6:48
  the
• 6:48
  way
• 6:48
  down
• 6:48
  to
• 6:48
  then
• 6:49
  what
• 6:49
  someone
• 6:49
  sees
• 6:50
  on
• 6:50
  price
• 6:50
  and
• 6:50
  promotion
• 6:51
  on
• 6:51
  the
• 6:51
  shelf.
• 6:51
  I'll
• 6:52
  give
• 6:52
  you
• 6:52
  an
• 6:52
  example.
• 6:53
  We
• 6:53
  have
• 6:53
  a
• 6:53
  product
• 6:53
  that
• 6:54
  we
• 6:54
  call
• 6:54
  Promo
• 6:54
  amp.
• 6:55
  Yeah.
• 6:55
  Which
• 6:55
  brings
• 6:56
  in
• 6:56
  a
• 6:56
  live
• 6:56
  price
• 6:57
  and
• 6:57
  item
• 6:57
  feed
• 6:58
  from
• 6:58
  all
• 6:58
  of
• 6:59
  our
• 6:59
  different
• 6:59
  divisions.
• 6:59
  So
• 6:59
  it's
• 7:00
  an
• 7:00
  API
• 7:00
  connection.
• 7:01
  So
• 7:01
  that
• 7:02
  when
• 7:02
  an
• 7:02
  ad
• 7:02
  is
• 7:02
  served
• 7:03
  with
• 7:03
  an
• 7:03
  Albertsons
• 7:04
  banner
• 7:04
  on
• 7:04
  it,
• 7:04
  someone
• 7:04
  can
• 7:05
  see
• 7:05
  that
• 7:05
  updated
• 7:06
  promotion
• 7:06
  right
• 7:06
  there
• 7:07
  in
• 7:07
  the
• 7:07
  ad.
• 7:08
  That's
• 7:08
  the
• 7:08
  type
• 7:08
  of
• 7:08
  coordination
• 7:09
  with
• 7:09
  our
• 7:09
  merchandising
• 7:10
  team
• 7:10
  that
• 7:10
  makes
• 7:11
  it
• 7:11
  really
• 7:11
  critical.
• 7:12
  It
• 7:12
  makes
• 7:13
  the
• 7:13
  media
• 7:13
  more
• 7:13
  effective.
• 7:14
  Right.
• 7:14
  And
• 7:14
  I
• 7:14
  guess
• 7:14
  goes
• 7:15
  back
• 7:15
  to
• 7:15
  what
• 7:15
  Brian
• 7:15
  was
• 7:16
  telling
• 7:16
  us,
• 7:16
  too,
• 7:16
  about
• 7:17
  how,
• 7:17
  you
• 7:17
  know,
• 7:18
  you
• 7:18
  have
• 7:18
  so
• 7:19
  many
• 7:19
  banners,
• 7:20
  so
• 7:20
  many,
• 7:20
  like,
• 7:21
  such
• 7:21
  a
• 7:21
  wide
• 7:21
  customer
• 7:22
  demographic,
• 7:22
  too,
• 7:23
  that
• 7:23
  to
• 7:23
  be
• 7:23
  able
• 7:23
  to
• 7:24
  get
• 7:24
  that
• 7:24
  much
• 7:24
  precision
• 7:25
  out
• 7:25
  of
• 7:25
  a
• 7:26
  media
• 7:26
  buy,
• 7:26
  you
• 7:27
  know,
• 7:27
  across
• 7:27
  multiple
• 7:28
  different,
• 7:28
  you
• 7:29
  know,
• 7:29
  demographics,
• 7:30
  is
• 7:30
  something
• 7:31
  that
• 7:31
  I
• 7:31
  don't
• 7:31
  think
• 7:31
  a
• 7:32
  lot
• 7:32
  of
• 7:32
  other
• 7:32
  media
• 7:33
  collectives
• 7:34
  or
• 7:34
  groups
• 7:34
  can
• 7:34
  do.
• 7:35
  Yeah,
• 7:35
  I
• 7:35
  mean,
• 7:35
  look,
• 7:36
  we.
• 7:36
  We
• 7:36
  place
• 7:37
  a
• 7:37
  lot
• 7:37
  of
• 7:37
  resources
• 7:37
  and
• 7:38
  a
• 7:38
  lot
• 7:38
  of
• 7:38
  focus
• 7:38
  on
• 7:39
  the
• 7:39
  advertising
• 7:39
  technology
• 7:40
  that
• 7:40
  sits
• 7:41
  behind
• 7:41
  the
• 7:41
  retail
• 7:41
  media
• 7:42
  solution.
• 7:42
  To
• 7:43
  be
• 7:43
  able
• 7:43
  to
• 7:43
  do
• 7:43
  that,
• 7:44
  it's
• 7:44
  not
• 7:44
  a
• 7:45
  simple,
• 7:46
  straightforward
• 7:47
  one
• 7:47
  name
• 7:47
  on
• 7:47
  the.
• 7:48
  We
• 7:48
  have
• 7:48
  11
• 7:48
  different
• 7:49
  banners,
• 7:49
  and
• 7:49
  we
• 7:49
  are
• 7:50
  locally
• 7:51
  great,
• 7:51
  but
• 7:52
  nationally
• 7:52
  strong.
• 7:53
  And
• 7:53
  so
• 7:53
  we
• 7:53
  need
• 7:53
  to
• 7:54
  have
• 7:54
  tech.
• 7:54
  That
• 7:54
  can
• 7:54
  have
• 7:55
  good
• 7:55
  tech
• 7:55
  to
• 7:55
  do
• 7:55
  that.
• 7:56
  Yeah.
• 7:56
  Right.
• 7:57
  All
• 7:57
  right,
• 7:57
  so
• 7:58
  let's
• 7:58
  put
• 7:58
  you
• 7:58
  on
• 7:58
  the
• 7:58
  spot
• 7:59
  here.
• 7:59
  Before
• 7:59
  we
• 7:59
  let
• 7:59
  you
• 7:59
  go,
• 7:59
  I
• 8:00
  want
• 8:00
  to
• 8:00
  ask
• 8:00
  you
• 8:00
  the
• 8:00
  tough
• 8:00
  question.
• 8:01
  I
• 8:01
  want
• 8:01
  to
• 8:01
  ask
• 8:01
  you
• 8:01
  a
• 8:01
  tough
• 8:02
  question
• 8:02
  before
• 8:02
  we
• 8:02
  let
• 8:02
  you
• 8:02
  go.
• 8:03
  So
• 8:03
  if
• 8:03
  you
• 8:03
  could
• 8:04
  wave
• 8:04
  a
• 8:04
  magic
• 8:04
  wand
• 8:05
  and
• 8:06
  change
• 8:06
  one
• 8:06
  thing
• 8:07
  about
• 8:07
  how
• 8:07
  your
• 8:08
  CPG
• 8:08
  brand
• 8:09
  partners
• 8:09
  approach
• 8:10
  retail
• 8:10
  media
• 8:11
  buying,
• 8:12
  what
• 8:12
  would
• 8:12
  that
• 8:12
  be?
• 8:13
  What
• 8:13
  would
• 8:13
  that
• 8:13
  one
• 8:13
  thing
• 8:14
  be?
• 8:15
  It's
• 8:15
  a
• 8:15
  really.
• 8:15
  I
• 8:16
  am
• 8:16
  on
• 8:16
  the
• 8:16
  spot.
• 8:16
  Okay,
• 8:17
  good
• 8:17
  question.
• 8:17
  I
• 8:18
  think
• 8:18
  it
• 8:18
  would
• 8:18
  just
• 8:18
  be
• 8:18
  the.
• 8:19
  As
• 8:19
  we
• 8:19
  talk
• 8:20
  about
• 8:20
  internally
• 8:21
  at
• 8:21
  Albertsons,
• 8:21
  breaking
• 8:22
  down
• 8:22
  the
• 8:22
  silos
• 8:22
  between
• 8:23
  media
• 8:23
  and
• 8:23
  merchandise.
• 8:23
  There's
• 8:24
  a
• 8:24
  lot
• 8:24
  of
• 8:24
  silos
• 8:24
  at
• 8:24
  the
• 8:24
  cpg,
• 8:26
  whether
• 8:26
  it's
• 8:26
  directly
• 8:27
  within
• 8:27
  their
• 8:27
  brand
• 8:28
  or
• 8:28
  at
• 8:28
  their
• 8:28
  agencies,
• 8:29
  which
• 8:30
  are
• 8:30
  in
• 8:30
  the
• 8:30
  process
• 8:30
  of
• 8:31
  being
• 8:31
  broken
• 8:31
  down.
• 8:31
  I
• 8:32
  don't
• 8:32
  want
• 8:32
  to
• 8:32
  say
• 8:32
  that
• 8:32
  they're
• 8:32
  not.
• 8:33
  Everybody
• 8:33
  recognizes
• 8:33
  that
• 8:34
  there's
• 8:34
  something
• 8:34
  that
• 8:34
  has
• 8:34
  to
• 8:34
  be
• 8:34
  done,
• 8:35
  but
• 8:35
  those
• 8:35
  silos
• 8:36
  need
• 8:36
  to
• 8:36
  be
• 8:36
  broken
• 8:36
  down
• 8:36
  so
• 8:37
  that
• 8:37
  the
• 8:37
  person
• 8:38
  that's
• 8:38
  buying
• 8:38
  television
• 8:39
  is
• 8:39
  talking
• 8:39
  to
• 8:39
  the
• 8:39
  person
• 8:40
  that's
• 8:40
  buying
• 8:41
  a
• 8:41
  sponsored
• 8:42
  search
• 8:42
  ad.
• 8:42
  Really
• 8:42
  interesting.
• 8:43
  Okay.
• 8:43
  And
• 8:44
  in
• 8:44
  many
• 8:44
  companies,
• 8:45
  they
• 8:45
  are,
• 8:45
  but
• 8:46
  they
• 8:46
  would
• 8:46
  even
• 8:47
  tell
• 8:47
  you
• 8:47
  that
• 8:47
  that's
• 8:47
  a
• 8:47
  process
• 8:48
  and
• 8:48
  a
• 8:48
  journey.
• 8:48
  And
• 8:48
  these
• 8:49
  are
• 8:49
  big
• 8:49
  companies,
• 8:49
  right?
• 8:49
  They'd
• 8:50
  all
• 8:50
  admit
• 8:50
  it.
• 8:50
  Yeah,
• 8:51
  exactly.
• 8:51
  And
• 8:51
  I
• 8:51
  think
• 8:51
  the
• 8:51
  better
• 8:51
  that
• 8:52
  they're
• 8:52
  able
• 8:52
  to
• 8:52
  do
• 8:52
  that
• 8:53
  and
• 8:53
  we
• 8:53
  can
• 8:53
  really
• 8:54
  bring
• 8:54
  down
• 8:54
  the
• 8:54
  walls
• 8:54
  between
• 8:55
  these
• 8:55
  bigger
• 8:55
  national
• 8:55
  brand
• 8:56
  budgets
• 8:56
  and
• 8:57
  then
• 8:57
  the
• 8:57
  more
• 8:57
  accountable
• 8:58
  shopper
• 8:58
  budgets
• 8:59
  that
• 8:59
  are
• 8:59
  currently
• 8:59
  running
• 9:00
  in
• 9:00
  the
• 9:00
  RMN
• 9:00
  space,
• 9:02
  which
• 9:02
  are
• 9:02
  all
• 9:02
  in
• 9:03
  support
• 9:03
  of
• 9:03
  performance
• 9:04
  and
• 9:04
  unit
• 9:04
  sales,
• 9:05
  the
• 9:06
  better
• 9:06
  the
• 9:06
  CPGs
• 9:06
  are
• 9:06
  going
• 9:07
  to
• 9:07
  be
• 9:07
  for
• 9:07
  it.
• 9:07
  So
• 9:07
  we're
• 9:08
  trying
• 9:08
  to
• 9:08
  take
• 9:08
  a
• 9:08
  consultative
• 9:09
  approach
• 9:10
  rooted
• 9:10
  in
• 9:10
  education
• 9:12
  that
• 9:13
  helps
• 9:13
  them
• 9:13
  understand
• 9:13
  the
• 9:14
  benefit
• 9:14
  of
• 9:14
  that,
• 9:14
  which
• 9:15
  sounds.
• 9:15
  Like
• 9:15
  it's
• 9:15
  something
• 9:15
  that
• 9:16
  they
• 9:16
  severely
• 9:17
  need
• 9:17
  in
• 9:17
  order
• 9:18
  to
• 9:18
  make
• 9:18
  the
• 9:18
  right
• 9:19
  choices
• 9:19
  and
• 9:19
  the
• 9:19
  right
• 9:19
  buys
• 9:20
  too.
• 9:20
  Yeah,
• 9:21
  you
• 9:21
  said
• 9:21
  it.
• 9:22
  For
• 9:22
  the
• 9:22
  future
• 9:22
  for
• 9:22
  sure.
• 9:22
  Thank
• 9:23
  you
• 9:23
  so
• 9:23
  much,
• 9:23
  Julian
• 9:24
  Mintz.
• 9:25
  Thank
• 9:25
  you
• 9:25
  for
• 9:26
  Simbi,
• 9:26
  who
• 9:27
  are
• 9:27
  helping
• 9:27
  us
• 9:28
  bring
• 9:28
  all
• 9:28
  of
• 9:28
  our
• 9:28
  coverage
• 9:29
  from
• 9:29
  the
• 9:29
  show.
• 9:30
  Stop
• 9:30
  by
• 9:31
  See
• 9:31
  Us
• 9:31
  Today
• 9:31
  booth
• 9:33
  in
• 9:33
  the
• 9:33
  FMI
• 9:34
  tech
• 9:34
  section.
• 9:35
  And
• 9:35
  until
• 9:36
  next
• 9:36
  time,
• 9:36
  be
• 9:37
  careful
• 9:37
  out
• 9:37
  there.