How to build a RMN with Superdrug
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How to build a RMN with Superdrug
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This podcast episode sees Paul Stafford, Head of Retail Media at Superdrug, join Colin Lewis to detail their journey building a retail media network.
The discussion between Colin and Paul covers the internal complexities of establishing a new business unit within a large organisation, highlighting the need to engage various teams like finance, legal, IT, and HR, and crucially, bring trading teams on board.
It also explores the external facing challenges, including selecting ad tech partners, building a sales proposition, and understanding the diverse needs and structures of brand suppliers and media agencies. Stafford emphasises the importance of viewing retail media as a form of change management that requires tailoring approaches to different partners and constantly evolving the offering, including considering future expansions like marketplace and in-store screens.