Retail leaders gathered at a recent roundtable lunch, held as part of the Retail Media Summit with Retail Gazette, to discuss one of the most pressing topics in today’s industry landscape – revenue diversification. With the UK’s economic outlook still looking unstable as we head into peak season, many retailers are leaning on Retail Media as a vital lever to both protect margins and unlock new growth opportunities.
The session centred on the opportunities, challenges and future direction of Retail Media, with attendees from Frasers Group, Sainsbury’s, Selfridges and more, openly sharing experiences from across the sector.
Maximising Returns in a Challenging Market
For the majority of retailers in the room, Retail Media forms an ever-more critical component of the growth strategy. Several attendees highlighted the dual role of it both shoring up short-term revenues and strengthening brand relationships for the longer term.
“We’re using it to maximise every touchpoint we have with the customer,” one retail leader noted. “From on-site placements to off-site programmatic, the returns can be significant if you get it right. But, it takes careful alignment between commercial, marketing and digital teams, which can be a challenge in a large business.”
Others pointed out that Retail Media is proving particularly valuable in the current climate, as it allows retailers to capture incremental advertising spend without heavy additional investment.
The Missed Opportunities Retailers Can’t Afford
Conversation also turned to often-overlooked touchpoints, such as the checkout confirmation page. Many agreed this real estate is still underutilised, not only in the market, but in their own businesses.
“It’s prime space. Customers are engaged and in the buying mindset. Yet too often it’s wasted with a generic message. We’ve started experimenting with personalised offers, and the uplift in repeat purchase is very real,” one participant shared.
The group noted that small but strategic enhancements to underused channels could have outsized effects on customer lifetime value.
Looking Ahead – Retail Media as a Growth Driver
While the maturity of Retail Media varies across organisations, the outlook is overwhelmingly optimistic. Several attendees stressed that it will be a cornerstone of their growth strategies over the next three to five years, even if it isn’t currently.
“I see it becoming as important to us as e-commerce was a decade ago,” one retail director predicted. “It’s not just an additional revenue stream. It’s a way of deepening our role in the customer journey and strengthening loyalty.”
Another attendee highlighted its broader strategic role:
“When it’s executed well, Retail Media enhances the value proposition for customers as much as for advertisers. It’s a real loyalty driver which shouldn’t be sniffed at.”
Building Loyalty Through Media
Ultimately, the group agreed that the true value of Retail Media lies not only in revenue diversification, but also in strengthening long-term customer relationships. By carefully using advertising touchpoints to add relevance and personalisation rather than noise, retailers can convert ad real estate into engines of loyalty.
The discussion closed on a pragmatic but forward-looking note. In uncertain times, it has the ability to provide both resilience and opportunity. However, everyone in the room was on a very different stage in their journey.
For retailers seeking to protect margins and build stronger customer connections, it’s rapidly moving from experiment to essential strategy. But the challenge for many is still getting their case heard throughout the business, something that is becoming increasingly challenging in uncertain times.
To gather more additional insights on the current global Retail Media landscape, read our latest report.