PODCAST

Retail Media Breakfast Club

Kiri Masters

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

business marketing

All Episodes

9:35

Amazon Haul Expands As Chinese Competitors Face...

Retail Media Breakfast Club ·

2025/04/29

In today's episode, I explore Amazon's strategic expansion of its low-cost "Haul" store during a critical moment for cross-border e-commerce. This discussion builds on my recent Forbes article published on April 23rd, 2025. (Read the original article here)Key Points:Amazon Haul has expanded from mobile-only to desktop while adding branded items to its product mixThis expansion coincides with the Trump administration implementing major tariffs on direct-from-China shipmentsStarting May 2nd,

10:34

The AI Shopping Agent War Begins

Retail Media Breakfast Club ·

2025/04/28

In today's episode, I explore how major tech companies are positioning themselves in a high-stakes battle for control of consumer purchasing decisions through AI shopping agents. Like a global game of Risk, tech giants are maneuvering to capture the most valuable territory: our buying choices.I discuss the major players staking their claims:OpenAI/ChatGPT with its massive user base and new Shopify integration for in-chat purchasingAmazon's multiple AI shopping initiatives including Alexa+,

9:32

Offsite vs onsite retail media

Retail Media Breakfast Club ·

2025/04/24

In this insightful episode, Kiri Masters breaks down the growing importance of offsite retail media, which extends retailers' advertising capabilities beyond their own digital properties. She explains how this approach allows brands to leverage retailers' rich first-party customer data to target specific consumer segments across various digital channels while maintaining closed-loop measurement of sales impact. The episode highlights key benefits for brands including better targeting amid

10:43

Don't Just Put the Intern on It: Breaking the Cycle...

Retail Media Breakfast Club ·

2025/04/23

The host Kiri Masters shares her framework for how brands evolve when selling on Amazon, from initial ignorance to full integration, while drawing parallels to current digital commerce challenges. She discusses insights from Stratably's report "How to Educate Senior Leaders on eCommerce," which offers strategies for overcoming organizational resistance to e-commerce investments. Kiri also provides practical advice for e-commerce leaders looking to advocate for digital transformation within

9:09

WOAS: Waste of Ad Spend

Retail Media Breakfast Club ·

2025/04/22

Podean, an independent retail media and marketplaces agency, recently launched the "WOAS" Awards (Waste of Ad Spend Awards), a parody award highlighting how brands unknowingly waste retail media budgets. The awards spotlight three key issues: ineffective targeting, unoptimized budgets, and disconnects between media buying and business goals. Industry experts including Vanessa Hung, Danny Silverman, Tony Crutcher, and Mike Feldman weigh in on additional problems, from applying uniform

11:50

Trump’s Tariff Shock May Drive Major Shift In Retail...

Retail Media Breakfast Club ·

2025/04/21

President Trump's sweeping tariffs are forcing consumer brands to make difficult trade-offs, with one of the most immediate impacts being on advertising and retail media spending. As brands face tariffs exceeding 100% on Chinese imports, many are cutting advertising budgets to offset margin compression, particularly on Amazon where smaller sellers are struggling to either absorb costs or raise prices. While some experts like Harry Joiner recommend focusing ad spend only on margin-accretive

10:53

'Vibe Marketing' comes to retail media

Retail Media Breakfast Club ·

2025/04/17

In this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at scale while maintaining authentic brand connections, despite the structured nature of retail media environments. Kiri offers four practical applications for retail media professionals: scaling content across multiple channels, personalizing at

10:50

Walmart puts the hard word on advertisers with 25%...

Retail Media Breakfast Club ·

2025/04/16

In this episode, the host Kiri Masters examines Walmart's reported push for brands to increase their retail media spending by 25% year-over-year as part of joint business plans, based on recent reporting by Adweek. She explores how the impressive profit margins of retail media networks are creating pressure for continued growth, leading to what many brands describe as a "retail media tax" - mandatory advertising spending without proportional returns. While some brands are pushing back or

10:12

Our New 2-Speed Marketplace

Retail Media Breakfast Club ·

2025/04/15

In this insightful episode, Kiri Masters analyzes data from Momentum Commerce that reveals a fascinating "frugal frenzy" emerging across Amazon's marketplace. She explores how consumers are simultaneously stockpiling products like baby formula (up 26 times week-over-week) while becoming increasingly price-conscious, with average selling prices among top sellers dropping 0.8% year-over-year. The episode highlights a clear divide between value-driven categories where consumers are trading

5:06

Panel: The death of the marketing funnel

Retail Media Breakfast Club ·

2025/04/14

In this panel episode, industry leaders discuss the evolving nature of the customer journey in today's digital landscape. Josh Clarkson, Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting introduces the concept of a 'wormhole,' where shoppers enter and exit the purchase process at various points. Todd Weagent from Masimo emphasizes the need for continuous engagement through an explosion of touchpoints, enhanced product detail pages, and strategic

12:28

The Other Side of the Story: Why Retailers Struggle...

Retail Media Breakfast Club ·

2025/04/10

This episode explores the complex landscape of retail media measurement, focusing on insights from the Path to Purchase Institute's Retail Media Guild report and industry experts. The discussion highlights the difficulties retailers face in achieving standardized and transparent measurement practices, the evolution of retail media networks from grassroots initiatives to self-contained businesses, and how varying retailer objectives complicate the establishment of universal metrics. It also

10:09

Why Real-Time Bidding Is Retail Media's Next Frontier

Retail Media Breakfast Club ·

2025/04/09

This episode delves into the current landscape of retail media where Amazon and Walmart dominate market share, yet there are over 70 competing retail media networks in North America. The host Kiri Masters explores the fragmentation and inefficiencies brands face when managing multiple retail media relationships. She introduces real-time bidding (RTB) as a transformative solution to unify and standardize retail media, drawing parallels from its impact on digital display and connected TV

12:10

I Tested Amazon's AI Shopping Agent That Buys From...

Retail Media Breakfast Club ·

2025/04/08

In this episode, we delve into Amazon's new 'Buy for Me' feature, currently in beta for select US customers. 'Buy for Me' allows users to purchase directly from brand websites via the Amazon app. The host Kiri Masters shares her firsthand experience purchasing from the footwear brand, Rothy's, highlighting the seamless yet basic interface. Insights are provided into Amazon's potential strategies, including addressing possible PII concerns and the broader implications for brands. The episode

4:49

Panel: New and exciting retail media metrics

Retail Media Breakfast Club ·

2025/04/07

In this panel episode, retail media leaders discuss the evolving landscape of metrics in the industry. Josh Clarkson,Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting, argues that the focus should be on using the most appropriate metrics for each campaign's objectives rather than seeking new ones. Todd Weagent from Masimo emphasizes the importance of tracking different metrics depending on campaign goals and challenges the over-reliance on ROAS

11:46

Scouting For Tech: Lessons From Schwarz

Retail Media Breakfast Club ·

2025/04/03

In this episode, we delve into key insights from an interview with Mirko Saul, the SVP of Innovation at Schwarz Digital, featured on the Off Bounds podcast hosted by Paula Macaggi. Schwarz Digital, the parent company of Lidl and Kaufland with 14,000 stores across 30 countries, is a significant player in the retail landscape. Mirko shares his team's structured approach to technological innovation, which includes problem-first technology scouting, rigorous preliminary research and vetting,

9:43

Nova Act: What Amazon's Agentic AI Means for the...

Retail Media Breakfast Club ·

2025/04/02

In this episode, we explore Amazon's recent launch of Nova Act, a developer tool for AI agents designed to facilitate various internet-based actions, from apartment hunting to transactional tasks. Comparing it to OpenAI's Operator, we discuss how Nova Act represents Amazon's strategic response to the evolving landscape of consumer-facing AI. We delve into the timing of this launch, its implications for retailers, and its potential to integrate with Alexa to create a comprehensive research

11:11

Home Depot’s Retail Media Chief Puts Suppliers At The...

Retail Media Breakfast Club ·

2025/04/01

In this episode, we discuss a Forbes article written by our host Kiri Masters about Home Depot's distinctive strategy in the retail media landscape. Unlike many retailers focusing solely on monetizing digital shelf space, Home Depot emphasizes the supplier experience. Melanie Babcock, VP of Orange Apron Media, played a pivotal role in developing this approach. Babcock's journey began in 2018, leading to the integration of onsite and offsite advertising channels under one platform. With

7:28

Panel episode: Overcoming failure in retail media roles

Retail Media Breakfast Club ·

2025/03/31

In this episode, we delve into how failure serves as feedback in retail media, turning initial setbacks into strategic successes. Brand leaders share their experiences with product reformulations, agency transitions, and high-budget campaigns that initially failed but eventually led to significant learning and success. Featuring insights from Justin Bomberowitz, Director of Ecommerce at WILDE Brands, Jamie Roller, Director of Marketplaces @ Dr. Squatch, Nem Lazic, E-Commerce Channel Manager

12:35

Spotting Retail Media 'Imposter' Job Candidates...

Retail Media Breakfast Club ·

2025/03/27

In this episode, the host Kiri Masters' recalls a surprising incident where two star employees were found working for both their agency and a competitor simultaneously. This revelation sparked a deeper investigation into how to distinguish genuine expertise from mere appearances, an issue that's become even more critical in the age of AI and digital avatars. To tackle this question, the host consults with retail media experts Ross Walker, Mike Feldman, and Jordan Witmer. They share insights

4:53

Panel episode: How to convince someone that ROAS is...

Retail Media Breakfast Club ·

2025/03/26

This episode tackles the common industry fixation on Return on Ad Spend (ROAS), exploring how retail media leaders achieve growth by shifting focus away from this single metric. Hear pivotal experiences from brand leaders like Justin Bomberowitz of WILDE Brands, Jamie Roller of Dr. Squatch, and Nem Lazic of Zevia, who emphasize the importance of broader business outcomes over ROAS. They discuss challenges like navigating high CPCs, balancing brand vs. unbranded spending, and the

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Retail Media Breakfast Club

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