Latest / IAB Europe podcasts / Retail Media Roundtable - The Next Frontier: Monetising Non‑Endemic Demand in Retail Media

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Retail Media Roundtable - The Next Frontier: Monetising Non‑Endemic Demand in Retail Media · IAB Europe podcasts

• 0:00
  SPEAKER_00: Welcome to the Retail Media Roundtable, the podcast from IVU that dives into the dynamic world of retail and commerce media advertising.
• 0:07
  SPEAKER_00: In this special edition, powered by our partners Miraclads, we're bringing you fresh insight straight from the heart of the action, recorded live at our Retail Media Impact Summit in Amsterdam.
• 0:17
  SPEAKER_00: So whether you're seeking practical tips, strategic perspectives, or a deeper understanding of this fast-moving space, the Retail Media Roundtable is your go-to for timely and thought-provoking discussions.
• 0:29
  SPEAKER_00: And in these exclusive live episodes, you'll hear directly from the experts and leaders influencing the future of retail and commerce media in Europe.
• 0:37
  SPEAKER_00: So grab a seat at the table and let's dive in.
• 0:41
  SPEAKER_00: Hi everyone, my name is Marie Claire.
• 0:43
  SPEAKER_00: I am the Senior Director of Industry Development and Marketing at IB Europe, and I lead our retail and commerce media work, which includes working with lots of different retailers and retail media networks.
• 0:59
  SPEAKER_00: Welcome.
• 1:00
  SPEAKER_00: So yeah, give us an introduction to yourself and tell me what you've enjoyed about the Retail Media Impact Summit so far.
• 1:08
  SPEAKER_01: Yes, so I'm Lieke Buisman, born and raised in the Netherlands, and currently working as a head of partner marketing for Media Markten Benelux.
• 1:18
  SPEAKER_01: So I'm leading actually the trade marketing and retail media teams within MediaMarkt Benelux because we brought them together at the beginning of the year.
• 1:28
  SPEAKER_01: And currently working at MediaMarkt for uh a little over a year.
• 1:32
  SPEAKER_01: And enjoying indeed the Retail Media Summit.
• 1:35
  SPEAKER_01: It's my second.
• 1:36
  SPEAKER_01: So the first one was kind of like a really good introduction into retail media in general, as I was new to the industry when I uh started at Media Markt.
• 1:46
  SPEAKER_01: Um, so that was a really good uh yeah insightful introduction.
• 1:50
  SPEAKER_01: Uh and now the second one uh where yeah I was really impressed also by um Daniel Knopp's uh presentation on the state of the business.
• 2:00
  SPEAKER_01: Uh so I think um yeah that was a really good takeaway.
• 2:04
  SPEAKER_00: Perfect.
• 2:04
  SPEAKER_00: So you are going to be talking later on about non-endemic demand, and I think that you have some you have a case study.
• 2:11
  SPEAKER_00: Um I feel like non-endemic is becoming much more part of the retail media conversation lately.
• 2:17
  SPEAKER_00: Um, and actually, we've done some work at iBureep to kind of help um quantify or define, if you like, what what non-endemic is versus endemic versus near endemic?
• 2:27
  SPEAKER_00: And that was a really quite complicated exercise.
• 2:30
  SPEAKER_00: You were you were working with us on that.
• 2:32
  SPEAKER_00: So, why do you think why now?
• 2:35
  SPEAKER_00: Why why are retailers looking beyond their endemic uh partners now?
• 2:41
  SPEAKER_01: Yeah, I think it's really about incrementality, right?
• 2:44
  SPEAKER_01: How do we grow the retail media business beyond now, yeah, the traditional, I think, um yeah, budgets that we get from our own suppliers?
• 2:54
  SPEAKER_01: Uh, and like I said, we actually brought trade marketing and retail media together, which means that a lot of the trade uh marketing budgets kind of like, you know, have shifted towards uh retail media, but how do we really you know gain that incremental revenue?
• 3:10
  SPEAKER_01: And that's uh yeah, that's to be unlocked, uh, I believe, with uh brands that are that are not endemic.
• 3:16
  SPEAKER_00: And you announced obviously um was it like a few months ago about the bringing the trade and the and the and the retail together.
• 3:24
  SPEAKER_00: How has that how has that played out in practice and and has it had a demand has it has it had an impact on that um non-endemic offer?
• 3:33
  SPEAKER_00: Like is it is it clearer cut now for you guys?
• 3:37
  SPEAKER_01: Well, I think um so for uh our trade marketeers that are now have a fully you know full portfolio of omni-channel yeah marketing activities that they can offer to the suppliers.
• 3:48
  SPEAKER_01: Um yeah, that unlocked basically, you know, being able to really provide the uh omni-channel full funnel campaign.
• 3:55
  SPEAKER_01: Uh on the non-endemic side, I think similarly, uh, because we're also now able to actually offer them a little bit more than just tradition, well, or not traditional the retail media products.
• 4:06
  SPEAKER_00: Yeah.
• 4:06
  SPEAKER_01: Um, but we do treat our non-endemic business kind of yeah, separate from our uh business that we have with our own endemic suppliers.
• 4:17
  SPEAKER_00: And I think one of the challenges we heard when we were talking to all of the different uh retailers about endemic, non-endemic was um making sure that it still feels the the non-endemic uh ads and and brands on on your in your properties feel still feel relevant to the shopper.
• 4:38
  SPEAKER_00: How do you how do you balance that?
• 4:40
  SPEAKER_00: Like what kind of partnership partnerships work well?
• 4:44
  SPEAKER_01: Yeah, I think uh it consumer relevance is I think the most important, right?
• 4:49
  SPEAKER_01: Uh because if we do show something on our website or in our stores that has really nothing to do with consumer electronics of or the moment in time that the customer is in the store, um, yeah, then of course customer will check out.
• 5:03
  SPEAKER_01: Um but uh we are lucky that we have a very vast assortment of consumer electronic products that we can connect to all types of other brands.
• 5:13
  SPEAKER_01: Yeah, um, so we do try to really find that link.
• 5:18
  SPEAKER_01: Yeah.
• 5:18
  SPEAKER_01: Uh yeah, what is the indeed the relevant uh hook that we can make so that it really becomes also an added value for the customer?
• 5:27
  SPEAKER_01: Uh, we did last weekend a really fun event together with a pet food brand, uh, just Russell, because it was World Animal Day, of course, last Sunday.
• 5:37
  SPEAKER_01: Um, and we combined that with our automatic pet feeders, things like that, because you know, we do sell that type of product.
• 5:45
  SPEAKER_01: So, really, also finding those links, synergies, and listening, yeah, and those synergies.
• 5:50
  SPEAKER_01: Um, yeah, I think that makes it also still relevant and indeed really, you know, an added uh value to the to the customer.
• 5:58
  SPEAKER_00: And talk to me a bit more about the the the case study you're you're sharing at at today's event, the Opal, um, the Opal example.
• 6:05
  SPEAKER_00: Talk to me about how how that worked and and like any kind of results, or without without giving too much away, just yeah.
• 6:13
  SPEAKER_01: Um yeah, well, I I think so.
• 6:16
  SPEAKER_01: Opal came to us, or actually they came to us uh through Publicis uh really to solve a problem, which is that um their showrooms are usually located a little bit outside of the city, and they were introducing you know a new car, a new model.
• 6:30
  SPEAKER_01: Uh how do we really bring indeed the car to uh to the people and to the potential shoppers?
• 6:37
  SPEAKER_01: Uh and I think we yeah, we were together, of course, able to solve that problem by indeed bringing the cars into the media market stores.
• 6:44
  SPEAKER_01: Yeah, uh we had it, we had them in uh 25 stores all across the Netherlands.
• 6:50
  SPEAKER_01: Um, yeah, again, really bringing the car bringing basically the product closer to the potential uh shopper together with, of course.
• 6:58
  SPEAKER_01: Uh had there was a lot of um uh there was a media mix behind it, of course.
• 7:03
  SPEAKER_01: Um, and we had that also, we had a cross-media study linked to it uh in collaboration with Qantar.
• 7:10
  SPEAKER_01: Um, because the Opel Frontiera campaign um was not only indeed within Media Market, Media Market obviously was part of their marketing mix.
• 7:18
  SPEAKER_01: So the bigger, like full funnel.
• 7:20
  SPEAKER_01: They had the full funnel, they had uh TV as well.
• 7:23
  SPEAKER_01: Okay.
• 7:23
  SPEAKER_01: Uh we had Qantar doing the cross media study, and um yeah, the result really was that the media market channels and the visibility in the stores uh yeah, did contribute very positively to the brand KPIs that they were also looking for.
• 7:39
  SPEAKER_00: And does that story like does that help you internally build your your you know, your internal business case for becoming a kind of serious media um entity?
• 7:53
  SPEAKER_00: I mean, you are a serious media entity, but does it does it help build that that credibility internally?
• 7:59
  SPEAKER_01: Of course, because yes, we are a serious retail media network.
• 8:03
  SPEAKER_01: I mean, we are able to offer a lot of different uh retail media products, uh, but at the same time, we're also a retailer.
• 8:10
  SPEAKER_01: Uh so yes, it does help a lot to to sell the story internally.
• 8:15
  SPEAKER_01: Uh, we are in 11 countries, and also other countries are able to use, of course, this story also towards not only internal, but also, of course, external to also position retail or media markt as a yeah, retail media network and uh yeah, not only as a retailer.
• 8:32
  SPEAKER_00: And keeping on that you know, thought you are a retailer, media market is a retailer.
• 8:37
  SPEAKER_00: Um how do you how do you think retailers should think about the commercial opportunity without kind of simply going, oh, there's some there's some new media revenues, some new dollars or or euros available, I'll just go after that.
• 8:51
  SPEAKER_00: How do you balance that with yeah, being a retailer versus commercially?
• 8:55
  SPEAKER_00: And yeah, it's quite a balanced act, I imagine.
• 8:57
  SPEAKER_01: Yeah, and I think you need to start with the customer.
• 8:59
  SPEAKER_01: What makes really sense for the customer?
• 9:03
  SPEAKER_01: Um so therefore, indeed, looking at uh those, yeah, those brands and those links that um that you can make that make it feel relevant to the uh to the customer.
• 9:16
  SPEAKER_01: At the same time, we've also had collaborations, for example, with uh lotteries, where there's not really a direct connection, right, to any of our product.
• 9:24
  SPEAKER_01: But hey, uh people love to win and love to have a chance to win or or even you know receive a free lottery ticket.
• 9:32
  SPEAKER_01: So I think we're also thinking from the perspective of the customer, like, okay, you know, would they appreciate this?
• 9:38
  SPEAKER_01: Is this something that gives them indeed the experience that we are uh that we want to give them in store but uh and also online?
• 9:46
  SPEAKER_01: Because at the end of the day, yes, we are a retailer, but we are also a platform, we are the experienced champion, that's how we like to position ourselves.
• 9:53
  SPEAKER_01: Um so yeah, really thinking customer-centric and about what experience indeed it can bring.
• 10:02
  SPEAKER_00: And like the best practices tips beyond that.
• 10:06
  SPEAKER_00: If I was a retailer now looking at non-endemic, um, what's what are the kind of one or two things I should get right before scale?
• 10:16
  SPEAKER_00: Before I scale.
• 10:17
  SPEAKER_01: Yeah, I think um you need to have uh a product portfolio that works for non-endemics because obviously not all of the retail media products like sponsored product ads would work for uh non-endemics.
• 10:30
  SPEAKER_01: So I think it's uh yeah, a good suggestion from my side would to be would be to really yeah, create a kind of like a package of like this is uh non-endemic um uh relevant, uh let's say.
• 10:43
  SPEAKER_01: Uh I think also guardrails, just you know, who do you who would you like to work with and uh uh in terms of not only association with the brand, but also to avoid any cannibalization with yeah, with with of course the your own uh business.
• 10:59
  SPEAKER_01: So setting some guardrails, um, and then also indeed understand um once you have that clear portfolio of products that are suitable for non-endemics, that that is also operationally executable.
• 11:12
  SPEAKER_01: We faced a lot of challenge with the Opel Frontiera because it's a really big car and we needed to get it in 25 stores.
• 11:19
  SPEAKER_01: Uh incredible that you did that.
• 11:21
  SPEAKER_01: Uh so it's you know, yeah, also I think uh logistically thinking.
• 11:26
  SPEAKER_01: Logistically, operationally.
• 11:28
  SPEAKER_01: Um, I mean, of course, every anything that is digital is sort of you know quite easy to execute, but once you get to really in-store executions like this, it becomes a bit more complex.
• 11:40
  SPEAKER_00: And do you is the agency like essential in this?
• 11:44
  SPEAKER_00: How do you see that um playing out?
• 11:46
  SPEAKER_00: The the media agency being essential to growing your non-endemic demand?
• 11:50
  SPEAKER_01: Yeah, I think definitely, yes, because I think they are really also the kind of connector, right?
• 11:56
  SPEAKER_01: With the with the brands.
• 11:57
  SPEAKER_01: We have a really good collaboration with uh Publicis, hence also I think the the Opel case uh or Opel came uh came to us.
• 12:06
  SPEAKER_01: Um but yes, I think that's really really essential because um yeah, they I I think they are the connector.
• 12:12
  SPEAKER_01: Yeah, um and um yeah I believe also they understand yeah what the value could be of a retail media network like media markets for certain brands.
• 12:24
  SPEAKER_00: So final question, but do you well f penultimate?
• 12:28
  SPEAKER_00: Do you see um do you think this is gonna become a significant part of retail media?
• 12:33
  SPEAKER_00: Like is it going to become, you know, are we gonna be talking about it it is equal to you know endemic in I don't know maybe five years' time?
• 12:42
  SPEAKER_01: Well, maybe not maybe not equal, but but if we look at well, so retail media for us and media market is a strategic growth pillar, and we're looking in about well, what is it, 2030 that the strategic growth pillars are actually bringing as much to the uh to the e-bit, let's say, than than our core business.
• 13:02
  SPEAKER_01: For retail media specific, non-endemic uh versus endemic.
• 13:07
  SPEAKER_01: Yes, I think it will it should have a much bigger portion right now.
• 13:11
  SPEAKER_01: It's still fairly small.
• 13:12
  SPEAKER_01: I mean, we're talking a few percent.
• 13:15
  SPEAKER_00: Yeah, yeah, yeah.
• 13:16
  SPEAKER_01: Um, but yes, I mean I could see it really growing significantly, but uh yeah, you also need to put resources behind it, it's etc.
• 13:26
  SPEAKER_01: Um, but yes, it's definitely for sure.
• 13:31
  SPEAKER_00: Perfect.
• 13:31
  SPEAKER_00: Um, so final question for you.
• 13:34
  SPEAKER_00: Um, can you sum up today's event, the Retail Media Impact Summit, in three words?
• 13:39
  SPEAKER_01: Uh insightful, social, love to connect with new people.
• 13:44
  SPEAKER_01: Um and oh, what's the third one?
• 13:49
  SPEAKER_01: Um gosh, now I'm blanking.
• 13:53
  SPEAKER_01: Uh well, uh motivational.
• 13:56
  SPEAKER_00: Lovely, great.
• 13:57
  SPEAKER_00: That's good to hear.
• 13:58
  SPEAKER_00: Yeah.
• 13:58
  SPEAKER_00: Well, Lika, it's been a pleasure.
• 14:00
  SPEAKER_00: Thank you so much for