Let's Talk Loyalty Monetizando tu programa de lealtad: Retail Media (#664)
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Apr 29, 2025 Juan Restrepo, leader of retail media strategy at OXXO and former Google executive, shares his insights on monetizing loyalty programs. He delves into the powerful synergy between retail media and loyalty initiatives, emphasizing the importance of consumer data in crafting personalized experiences that foster long-term loyalty. The discussion also highlights innovative marketing strategies, the role of AI in optimizing communication, and the critical need for clarity in mission to drive both customer engagement and growth.
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What Is Retail Media?
- Retail Media leverages retailer-owned channels and third-party media using shopper data to connect brands with consumers effectively.
- Digitalization enhances traditional retail media by enabling more relevant, segmented, and agile advertising.
Deterministic Measurement Advantage
- Retail media allows deterministic measurement of ad campaigns' impact on sales, closing the loop between exposure and purchase.
- This precise insight supports optimizing marketing spend and demonstrating ROI to CFOs and CMOs.
Monetizing Loyalty Programs
- Monetize existing loyalty program communication channels by connecting to third-party brands interested in engaging that audience.
- Recognize audience size, data quality, and communication channels as key factors to grow monetization potential.
