『"Beyond Monetisation" - Alex Knapman of Halfords』のカバーアート

"Beyond Monetisation" - Alex Knapman of Halfords

"Beyond Monetisation" - Alex Knapman of Halfords

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今ならプレミアムプランが3カ月 月額99円

2026年5月12日まで。4か月目以降は月額1,500円で自動更新します。

概要

 In this Marketing Un:Learned conversation, retail media specialist Alex Knapman explores what happens when “free money” ad revenue collides with the realities of customer experience, brand identity and measurement. Drawing on hands‑on work with grocers, discounters and Halfords, Alex shows how retail media forces marketers to unlearn old distinctions between online and in‑store, between segments and audiences, and between short‑term monetisation and long‑term brand health. What you’ll learn / relearnUnlearn the idea that retail media is simply a high‑margin bolt‑on and relearn how to start from first principles: are you optimising for monetisation, customer experience, incremental sales, or a deliberate mix of the three?Unlearn the reflex that “ads ruin CX” and relearn how relevant placements and funded content can actually outperform your “organic” merchandising and educationUnlearn channel‑first rollout plans and relearn identity‑first design: what does your brand stand for and what kind of ad experience coheres with thatUnlearn the online/in‑store divide and relearn how loyalty data, sensors and gaze mapping can make physical space more measurable and responsive than many marketers realiseUnlearn flat segmentation and relearn “audiences” as portable, privacy‑safe assets you can activate across TV, CTV and socialUnlearn simplistic, siloed metrics and relearn stitched‑together measurement that links in‑aisle attention, loyalty IDs and off‑site performance.Some ideas in this podcast...1. From “free money” to first‑principlesAlex argues you have to start with the fundamental question: are you launching retail media to monetise, to improve customer experience, to drive RSV (retail sales value), or some intentional combination of all three.That answer determines everything from how you design campaigns and products, to how you reinvest margin – whether in subsidised prices or new tech that improves the customer experience at a macro level.2. Unlearning “ads ruin CX”Consumers rarely say “more ads” when asked what will improve their shopping experience, so retail media teams can start from a defensive crouch.Alex distinguishes between intrusive, cluttered formats that get in the way and seamless placements that simply feel like better merchandising.He shares examples where the ad algorithm, powered by loyalty data, surfaces more relevant products (such as coffee pods rather than beans for a capsule‑machine user) than the standard merchandising rules.He also points to supplier‑funded educational content – such as Halfords’ how‑to videos on fitting wiper blades or changing oil – where funding improves production quality while still leaving choice firmly with the consumer.3. Identity‑first: ads that fit who you areNot all retailers should approach retail media in the same way; your identity dictates what’s acceptable in CX termsA super‑luxury brand must be extremely careful with ad formats and placements because anything that feels “ad‑y” or cluttered is jarring and off‑brandBy contrast, a budget airline or value retailer may credibly offer a proposition like “see an ad, save £5 on your flight,” and some customers will gladly trade a bit of clunkiness for lower pricesThe unlearning here is to stop treating retail media as a generic toolkit and instead design an ad experience that expresses your brand, not undermines it.4. Online vs in‑store: unlearning the divideHistorically, on‑site ecommerce was seen as hyper‑addressable and measurable, while in‑store activity was stuck with coarse measures like linear shelf centimetres and raw footfallAlex reframes this: stores are still one‑to‑many environments, but increasingly equipped with digital inventory such as screens that can be day‑parted and weather‑responsive – breakfast missions in the morning, heat‑wave ice cream creative in summerLoyalty programmes (Alex cites Tesco’s Clubcard penetration) close much of the gap by linking in‑store transactions back to identifiable shoppersCombined with footfall analytics and anonymised gaze mapping that turns CCTV into stick‑figure attention data, retailers can now see who walked an aisle, who looked at a message, and who then bought – even if the individual remains privacy‑protected.5. From “segments” to portable “audiences”Retailers have long used segments to help with ranging, merchandising and store stocking – inward‑facing decisions about their own businessThe growth of retail media allows those segments to become audiences that can be activated in third‑party environments, from Channel 4 or ITVX to social platforms like TikTok and InstagramExamples include audiences of “bought product X in the last 90 days,” “lapsed from category Y,” or “cat owners,” all created in hashed, encrypted, GDPR‑compliant waysFor a category like cat food, the value of targeting verified ...
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