The Imperative for Integrated Teams
Historically, retail organizations have operated with distinct marketing silos comprising brand, trade, shopper, and digital teams. On the retailer side, divisions such as merchandising, category management, account management, and dedicated retail media teams have functioned largely independently. This segmented structure created barriers to collaboration, limiting the effectiveness of retail media efforts.
However, the rapid expansion and increasing complexity of retail media demand a fundamental shift. The old model, where commercial and marketing teams operate in isolation, cannot support the scale and agility required today. Retail media is no longer a niche marketing channel but a core business driver, necessitating unified cross-functional teams aligned toward common goals.
Pillars for Future-Fit Retail Media Strategy
The ISBA and MediaSense study provides a valuable framework for organizations seeking to modernize their retail media approach. Key to this evolution is organizational alignment. Bringing commercial, marketing, and finance teams together around shared objectives fosters a culture of collaboration and drives decision-making that balances growth, defense, and brand considerations.
Strategic investment in retail media must reflect diverse business priorities. Whether the goal is driving sales, protecting market share, enhancing performance, or building brand equity, each objective calls for customized strategies rather than a one-size-fits-all approach. Awareness of these nuances helps allocate budgets more effectively and generates higher returns.
Moving beyond reliance on Return on Ad Spend (ROAS) is critical for measuring retail media success. While ROAS captures short-term financial impact, it overlooks longer-term business value such as brand health and customer engagement. Organizations should adopt comprehensive measurement frameworks that include both immediate performance and sustained outcomes.
Overcoming Silos To Unlock Retail Media Potential
Breaking down traditional divides between commercial and marketing teams accelerates innovation and responsiveness in retail media strategies. Cross-functional collaboration ensures consistent messaging, integrated campaigns, and efficient use of data and resources. This alignment empowers brands and retailers to adapt rapidly to changing consumer behaviors and market dynamics.
In conclusion, aligning commercial and marketing functions within retail media is a strategic imperative. By focusing on organizational integration, tailored investment strategies, and outcome-oriented measurement, businesses can unlock the full potential of retail media and position themselves for sustained growth.
