The Importance of Integrating Retail Media Networks

The integration part is the absolute key to it. I think that's even for myself as my role kind of sits across both marketing and a Boots Media Group is really key for us, because we wanted to have like a deeper integration into those two elements together. And if you do that well, the result is that you create extra value in the retailer and brand relationship, which in turn drives sales,. Which in turn drives more investment, which everybody wins by.