Exploring the Future of Retail Media
Insights from adm Group's Connected Retail Event
adm Group’s Connected Retail team had the pleasure of hosting a dynamic gathering of APAC’s leading media, shopper marketing experts, and retail leaders at our inaugural event – ‘Exploring the Future of Retail Media.’
Held in partnership with Marketing Interactive, the event delivered a morning of stimulating discussions on the transformation of shopper marketing and the future of the retail media. Led by adm Head of Growth – Connected Retail, Richard Murray, the three-session event explored how Connected Retail is redefining retail strategy for adm’s partners, unlocking new opportunities for brands, and driving greater effectiveness in marketing investments.
Fireside Chat: Mastercard’s Success with Connected Retail
Dheeraj Raina, VP and Head of Integrated Marketing and Communications for SEA at Mastercard joined Richard Murray for an authentic fireside chat on Connected Retail in Action. Dheeraj shared invaluable insights on how Mastercard’s successful adoption of Connected Retail has led to measurable business impact, and a shift towards becoming performance-driven marketing-led business alongside powerful brand identity and story.
Key Transformations:
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The Power of Real-Time Data: With access to real-time insights, Mastercard can now adjust campaign strategies mid-flight. “The first benefit is flexibility – the ability to look at the data on a daily basis change what I am offering my consumers depending on frequency,” Dheeraj shared.
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Strengthening Partnerships: Having the immediate accessibility and easy availability of data has enabled Mastercard to build stronger connections with their merchant partners – ‘we now have more leverage’ to strengthen collaboration and offer more.
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Retail Media as a Growth Enabler: By leveraging Connected Retail, Mastercard can ensure marketing efforts are more effective. “The media is now measurable – we can now show metrics like market share, transaction value, and order value to our internal stakeholders, making data-driven decisions on where to invest,” he added.
‘We have the ability to be nuanced, targeted and segmented … Connected Retail fulfils that last piece of the puzzle’
Panel Discussion: The Future of Connected Retail
The morning proceeded with a thought-provoking panel discussion featuring industry experts from across the sector with media and retail.
Moderated by Raushida Vasaiwala, Martech & Saas Strategic Advisor, she was joined by Nikhil Rao (Chief Marketing Officer of Mars), Yik Hun Lee (VP Partnerships at Minden AI) and Shane Ang (Regional Head of Intelligence & Performance APAC at Moet Hennessy), alongside adm’s Richard Murray. The panel explored emerging technologies, evolving consumer expectations, and strategies for enhancing the shopper experience.
Discussion Highlights
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Bridging Online and Offline: Experts emphasized the importance of an omnichannel approach, to seamlessly connect digital and physical shopping journeys. “Screens in-store should not just be a display; they need to be integrated into the campaign for a truly connected experience,” noted Richard Murray. Yik Hun Lee shared how Minden AI are harnessing their technology to trigger tailored vouchers that connect in-store screens with digital online presence.
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The Role of Personalization: Shane Ang shared how digital storytelling and personalization can enhance the luxury shopping experience. “Heritage is what we are selling, but we also acknowledge we are in the 21st century – digitalization allows us to personalize experiences and create a more premium feel”.
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Experience Is Vital: We have ‘migrated away from transactional consumer’, explained Shane; ‘the purchase journey is more complex’, as consumers don’t look at product as product alone, they look at everything that comes with it. Richard expanded ‘[Retail Media] can’t just be a box ticking exercise to put an add on a screen, it has to serve a purpose’.
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The Power of Data: Understanding consumer behavior beyond transactions is key. “The added advantage of Connected Retail is attribution – we now know how spends are leading to usage, influencing where investments should go,” Richard stated. By having the data and insight with ease, it realigns marketers with focus. ‘We need to be doing few things, but make [their impact] bigger’, Nikil Rao shared. Less is more.
Looking Ahead: The Future of Retail Media
The key takeout from the diverse interactions was the Connected Retail media is not just a trend but a necessary and crucial evolution in modern retail marketing. Brands are shifting from transactional interactions to holistic consumer experiences, ensuring every touchpoint is meaningful and measurable. As technology continues to advance, the ability to leverage data-driven insights will be the key differentiator for brands looking to stay ahead.
A huge thank you to all our partners, clients, and attendees for making this event a resounding success!
To explore how adm Group’s Connected Retail solutions can transform retail strategy and drive growth, contact Richard Murray below.
Get in touch to learn more