Partner with our retailers on is: Why don’t we try to make them subscribers on our products? Because if you do that they’re more likely to stay with you as the retailer. Dig deeper: Sam’s Club retail media network rolls out new experience and targeting capabilities Q: As RMNs continue to grow in number how do you keep them all straight? What are you looking for when you approach a new one? A: We’ve tested almost every major retail media network out there. What we’ve been focused on is first assessing the data that RMNs have and also the performance and the effectiveness of them as well. One thing I will say is that five does
Equal five across
Retail media networks. This is because of a lack of standardization in how they measure performance. Q: What are some of the key metrics that you’re looking for from b2b leads RMNs in terms of measuring performance? A: One we look at what kinds of CPMs they offer. CPMs specifically or cost-per-clicks. CPMs when it comes to upper-funnel media and then cost-per-clicks when it comes to search products. Every retail media network is trying to actually dip into sort of the national or brand investments. And what we found is that a lot of retail
Media networks
Are charging a significant premium in CPMs — that has big implications on your activation plans. If I’m paying a lot more through a retail media network I’m sacrificing the amount of consumers I can reach with the B2C phone List frequency I can engage these consumers. So what we have to really do is push back on the RMN on their CPMs and costs because that impacts our activation plan. So cost is number one. Number two is incrementality. Everyone comes to us and tells us this is what my ROAS is. We push back and ask is it incremental? And third is the quality of the data. Data in itself isn’t valuable it’s how the data is refined. You
