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

10:58

Retailers Are Learning to Sell (Part 3/3): How...

Retail Media Breakfast Club ·

2025/03/18

In this special 3-part series, Jordan Witmer, Managing Director of Unified Commerce at the agency Nectar First, joins Kiri to riff on the business of retail media from an advertiser, technology, and retailer perspective. we discuss about how retailers are jumping into the business of selling their ad inventory to brands. As they stand up these highly profitable properties, retailers need to grapple with a very "retail" challenge: their unique value proposition - but this time to advertisers

8:51

Retailers Are Learning to Sell—But This Time, It’s...

Retail Media Breakfast Club ·

2025/03/17

8:33

Retailers Are Learning to Sell—But This Time, It’s...

Retail Media Breakfast Club ·

2025/03/13

10:11

Sam's Club RMN: Notes from my interview with GM...

Retail Media Breakfast Club ·

2025/03/12

In this episode, the host Kiri Masters' discusses key themes from her interview with Harvey Ma, focusing on Sam's Club's unique retail media platform. Unlike traditional retailers, Sam's Club reinvests media revenue back into the member experience rather than optimizing for ad revenue. This approach promotes a virtuous cycle, benefiting both the club and its members. The discussion also covers Sam's Club's flexible measurement strategies tailored to specific product categories and its

13:05

What Unilever's New CEO Isn't Saying About Retail Media

Retail Media Breakfast Club ·

2025/03/11

In this episode, we analyze Unilever’s new CEO Fernandez's first major speech, where he surprisingly omits any mention of e-commerce or retail media. This deviation is unusual compared to industry norms, but it may indicate these elements are now considered standard. Fernandez outlines a significant increase in brand and marketing investment (BMI), notably higher than industry averages. He emphasizes a shift towards influencer marketing, targeting hyper-local and authentic brand

11:36

How AI affects the consumer path to purchase (AI in...

Retail Media Breakfast Club ·

2025/03/10

In this episode of the AI in Retail Deep Dive Series, the host Kiri Masters converses with Lauren Schiavone, founder of AI-focused consultancy, Wonder Consulting, about how AI agents and assistants are transforming the path to purchase. They discuss the shift in consumer search behavior from traditional methods to large language models like ChatGPT and its implications for brands. They note how AI tools like Amazon's Shopping Assistant Rufus and ChatGPT's live voice mode with vision are

4:43

Panel: How These Three E-commerce Leaders Think About...

Retail Media Breakfast Club ·

2025/03/07

In this episode, we hear from industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating as they discuss the multifaceted nature of e-commerce roles. Brian emphasizes the need for versatile talent who can adapt to ever-changing platforms. Alicia shares insights on defining the balance between sales and marketing in job descriptions to attract the right candidates. Brea compares e-commerce professionals to 'roller coaster people' who thrive on unpredictability and excitement,

9:00

Amazon's Triple Squeeze: Navigating Private Label...

Retail Media Breakfast Club ·

2025/03/06

In this episode, the host Kiri Masters delves into three key research reports that collectively outline Amazon's evolving marketplace strategy as of March 2025. The analysis centers on three main fronts: the growth of Amazon's private label offerings like Amazon Basics, the pressure on third-party sellers due to rising fulfillment costs and international competition, and the tougher negotiations faced by vendor brands. Using data from tools like SmartScout, Kiri reveals how Amazon's tactics

7:28

How Autonomous AI Agents Will Transform Retail Discovery

Retail Media Breakfast Club ·

2025/03/05

In this episode, we explore the transformative wave of AI in retail, focusing on agentic AI systems capable of autonomously completing tasks without human intervention. Research shows nearly a third of consumer goods companies are already leveraging generative AI, but the future lies in agentic AI—technology that can act autonomously. Michelle Grant from Salesforce discusses three waves of AI: predictive, generative, and agentic, which can handle entire shopping processes and influence

8:55

How to select AI-enabled partner solutions (AI in...

Retail Media Breakfast Club ·

2025/03/04

In this episode, Lauren Schiavone, founder of Wonder Consulting, an AI-focused consultancy, shares her expertise on how leaders in roles such as media buying, CPG, and brand management can effectively select AI-enabled partner solutions. The discussion covers key differences between AI automation, AI agents, and assisted AI technologies. Lauren provides best practices for business leaders to navigate AI vendor conversations, emphasizing the importance of assessing current technology

9:12

What the heck is Agentic AI? (AI in retail series,...

Retail Media Breakfast Club ·

2025/03/03

In this episode of the Deep Dive on AI series, Lauren Schiavone, founder of Wonder Consulting, an innovative AI-focused consultancy, joins the discussion to differentiate between AI assistants and agentic AI. Lauren elaborates on how agentic AI operates autonomously to achieve specific goals by taking independent actions, unlike AI assistants which require human intervention. Through practical examples in social media management, media plan development, and retail inventory management,

4:45

Panel: How 3 Retail Leaders Transformed Their Sales...

Retail Media Breakfast Club ·

2025/02/28

This episode delves into impactful conversations between retail media teams and sales organizations, highlighting how perceptions of retail media networks can shift from being seen as mere lower funnel tactics to comprehensive full funnel powerhouses. Featuring insights from industry leaders Brian Dudzinski, Alicia Ponzani, and Brea Keating, the episode explores strategies for education and partnership, emphasizing the importance of search visibility and the broader capabilities of retail

12:39

Walmart Scintilla: How it compares to Amazon,...

Retail Media Breakfast Club ·

2025/02/27

This episode delves into Walmart's rebranding of its data and insights platform from Luminate to Scintilla, set for 2025. The discussion explores the implications of the new name, which hints at Walmart's larger ambitions to potentially develop Scintilla into a standalone business serving other retailers. Key insights include Walmart's expansion plans, the launch of in-home user tests, and how Scintilla's omni-channel data offers a competitive edge. Comparisons are drawn with Amazon's

8:30

Amazon Kills Off 'Inspire' - another tomb in the...

Retail Media Breakfast Club ·

2025/02/26

This episode recaps Kiri Masters' Forbes article discussing the rise and fall of Amazon Inspire, a feature aimed at integrating social behavior into the Amazon shopping experience. Launched in December 2022 and discontinued 14 months later, the failure of Inspire highlights Amazon's evolving strategy towards social commerce. The company is shifting focus from forcing social engagement within its app to leveraging partnerships with major social platforms like TikTok, Instagram, and

10:42

Simple ways to get started with AI (AI in retail...

Retail Media Breakfast Club ·

2025/02/25

In this episode, Lauren Schiavone, founder of the AI-focused consultancy, Wonder Consulting, shares her insights on helping brands, retailers, and agencies navigate the overwhelming world of AI. She emphasizes the importance of mastering tools like ChatGPT, Microsoft Copilot, or Google Gemini. Lauren offers practical steps to integrate AI into both professional and personal tasks, highlighting the importance of cultivating an 'AI first' mindset. She also reflects on how AI could have

10:38

The top questions that brands and retailers have...

Retail Media Breakfast Club ·

2025/02/24

In this episode, we sit down with Lauren Schiavone, founder of the AI-focused consultancy Wonder Consulting and a seasoned ex-Procter & Gamble executive, to discuss the transformative power of AI for retailers and brands. Lauren shares insights on foundational AI literacy, the importance of generative AI like ChatGPT, and practical applications tailored to specific roles and functions. She also outlines a five-step framework for driving enterprise-wide AI transformation and highlights

3:59

Panel: The One Change These 3 Retail Leaders Wish for...

Retail Media Breakfast Club ·

2025/02/21

In this episode, industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating discuss the challenges and potential improvements in retail media. Brian emphasizes the difficulties in analyzing data across various platforms due to their unique quirks and reporting types. Alicia highlights the need for standardized reporting across retail media networks to enable better comparison and informed decision-making. Brea points out the disconnect between media attributable sales and actual

6:27

The 5 Best Free Resources For Learning Retail Media...

Retail Media Breakfast Club ·

2025/02/20

This episode is based on the Forbes article "The Best Resources For Learning Retail Media In 2025" by Kiri Masters. In the episode, Kiri focuses on how to skill up and stay current in retail media, mentioning the key platforms: Digital Shelf Institute, Firstmovr, Allume group, Path to Purchase Institute, and Stratably. These resources offer various free or discounted educational content, courses, webinars, and research reports catering to different aspects of retail media, from tactical

7:12

The Retail Media Performance Gap Is Even Wider Than...

Retail Media Breakfast Club ·

2025/02/19

In this episode, we dive into new data from the report published by Path to Purchase Institute and TransUnion, revealing massive performance gaps among retail media networks. Top performers like Amazon boast high ratings, while networks such as Dollar General and BJ's struggle with poor advertiser satisfaction. The report underscores transparency issues within the industry, as many networks fail to provide clear return on investment (ROI) metrics, fostering distrust among advertisers. To

7:55

Why Is Amazon Suddenly Linking to Other Retailers?...

Retail Media Breakfast Club ·

2025/02/18

In this episode, we discuss Amazon's recent test of offsite product links in mobile search results, an unprecedented move aimed at expanding its advertising inventory. The episode delves into the motivations behind this strategy, including the potential for increasing ad space, improving customer experience, and gathering valuable user data. We also explore the perspectives of e-commerce analyst Rick Watson, who ties Amazon's decision to the evolving search and AI landscape and its need for

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Retail Media Breakfast Club

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