In this episode, the CPG Guys are joined by Mark Williamson, AVP of Retail Media at Costco, the world’s largest club format omnichannel retailer.
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Mark answers these questions:
- Mark, you have a rich professional background working at Sam’s Club, Ahold Delhaize USA and Citrus Ad, which has recently rebranded as Epsilon. What about the opportunity at Costco around retail media that made you make this move, and what were your objectives coming into the role?
- Why is retail media an important mechanism for brands to engage with shoppers, and what makes it so appealing compared to the last century driven by linear TV and print media? What is the promise of retail media in your opinion?
- What do you see as the key attributes of Costco’s retail media offering that should drive brands to leverage it in engaging your members?
- What are the core onsite ad unit offers that brands can leverage, and which ones drive the most application from your suppliers?
- How about offsite and in-store ad units? How is Costco affording quality offerings to brands in these areas?
- Why is transparent measurement of retail media performance marketing an essential component of brands moving their budgets into closed-loop measurement ecosystems, and how is Costco ensuring that their platform succeeds in providing brands with the necessary omnichannel measurements?
- How does Costco make these solutions available to brands? Is it managed service, self-serve, or ad tech partnerships with agencies?
- What are some of the industry trends that you are focused on for platform improvement and supplier adoption of Costco’s RMN?
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