☕ Retail media matters

To:Brew Readers

Retail Brew // Morning Brew // Update

October 03, 2024

Presented By

Hey there, it’s Thursday, and we were just wondering if you’d like to match your breakfast with your outfit? Pop-Tarts seems to think you might; it has just launched a Pop-Tarts Crunchy Poppers Pullover in two colorways. Not only is it colorful, but it also comes with a “reinforced fabric” that makes a familiar crunch sound when you wear it. We’re not sure if there’s a hotter fall outfit.

In today’s edition:

—Vidhi Choudhary, Jeena Sharma

RETAIL MEDIA

More ads

Artemisdiana/Getty Images

Albertsons launched its retail media network in 2021 and offered CPGs ads on its website and app through its partnership with CitrusAd and Merkle.

However, Albertsons Media Collective has evolved quite a bit since then. It now offers CPGs the ability to run connected TV (CTV) ads with its new offering, Collective TV. CTV is the “fastest-growing major ad channel in the US of all formats,” according to eMarketer data.

Retail Brew sat down with Evan Hovorka, VP of product and innovation at Albertsons Media Collective, on the sidelines of the Interactive Advertising Bureau’s Connected Commerce Summit last month to talk about the company’s retail media strategy.

Keep reading here.—VC

Presented By National Retail Federation

Gathering all the game changers

Retail is undergoing a lotta changes, including AI advancements, the rise of social platforms over search engines, the return of circularity, and Gen Alpha’s emergence as a key consumer force—just to name a few.

It takes a game changer to keep up. And from January 12–14, 2025, you’ll find all the game changers of retail in one place: NRF 2025: Retail’s Big Show at the Jacob Javits Center in NYC. At NRF 2025, you’ll get to:

Connect with industry leaders.
Explore cutting-edge innovations.
Gain insights that empower you to drive change in your businesses and the industry.

Retailers, register today for your free Expo Pass or get an All-Access Pass by Oct. 4 to save $300.

Be a game changer.

DTC

Automation applied

Francis Scialabba

Pinterest is the latest social platform to remind us that automation is not going anywhere, particularly when it comes to ads.

“Ad innovation on Pinterest has been at an all-time high,” Pinterest Chief Revenue Officer Bill Watkins said on Oct. 1 at its advertiser summit.

Pinterest announced it is rolling out a new set of artificial intelligence (AI) and automation features dubbed the Pinterest Performance+ suite. This includes both automation and AI features to enable faster creatives, optimize targeting, and manage ad budgets.

“We’re still the place for brands to drive discovery, but we’re now delivering on lower funnel and creative too,” Watkins added.

Keep reading here.—VC

MARKETING

Sway me more

Vuk Saric/Getty Images

Although it may seem as if modern marketing is completely driven by influencers and celebrities, consumers are not as easily influenced as you might think.

A new Klaivyo survey revealed that only 7% of shoppers were swayed by influencers and celebrities when it came to their holiday shopping decisions. In fact, for most consumers, in-store (47%) and online browsing (44%) were major factors when considering what to buy.

That doesn’t necessarily mean social media was completely irrelevant. Some 29% of the more than 8,500 shoppers surveyed said their holiday shopping decisions were influenced by social media. Meanwhile, 27% said they were influenced by TV and 19% by email.

Keep reading here.—JS

SWAPPING SKUS

Today’s top retail reads.

Sound of $$$: How Levi’s capitalized on a Beyoncé song. (the New York Times)

Thinking green: Although challenging, fashion has an opportunity to tackle the climate crisis through a few course-corrective measures. (Vogue Business)

Drink and thrive: After a summer of negative sales trends, Modello parent Constellation Brands expects a $2.25 billion goodwill impairment linked to its wine and spirits operations. (the Wall Street Journal)

Change the game: Join all the retail game changers at NRF 2025: Retail’s Big Show to explore cutting-edge innovations. Retailers, register today for your free Expo Pass or get an All-Access Pass by Oct. 4 to save $300.*

^{*A message from our sponsor.}

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