Geet Kashyap shares insights learned from helping commerce and retail media networks globally.
I’ve noticed a consistent pattern after advising and helping scale 10+ commerce and retail media networks globally:
Most retailers are trying to become media companies without developing a media mindset first.
The skills that drive retail success don’t automatically translate to media excellence.
The retail-to-media transition requires fundamental shifts in thinking:
- Audience First, Inventory Second: Media impact comes from who you reach, not just where ads appear. Leading RMNs invest in DS/ML teams to build audience strategies before selling ad placements and formats.
- Metrics That Marketers Value: Retailers focus on revenue and margin. Marketers need incrementality, ROAS, and brand lift. Successful retailers translate their value proposition in these terms.
- Agency Partnership Model: Understanding how to work with media agencies is critical. Top performers create agency enablement programs with dedicated resources, training, and streamlined processes.
- Commercial + Media Integration: Success requires trade/merchant teams and media teams operating with aligned incentives, clear governance, and shared accountability.
- Value Beyond The Transaction: RMN sales approach needs to articulate full-funnel benefits, insights and strategic value exchange, not just placement opportunities and pricing.
The performance gap is significant: retailers who cultivate this mindset transformation see 3-5x greater media revenue growth and margin contribution compared to those with bolted-on media operations.