The CPG Guys

Media that Drives Retail Sales with Costco’s Mark Williamson

7 snips
Jun 4, 2025
Mark Williamson, AVP of Retail Media at Costco, shares his insights on the evolving landscape of retail media. With a rich background from Sam’s Club and Ahold Delhaize USA, he discusses why retail media is essential for brands today, surpassing traditional advertising methods. Mark highlights Costco's unique offerings and how their transparent measurement strategies enhance brand performance. The conversation also delves into balancing advertising options, leveraging data for audience targeting, and the innovative growth management strategies driving success in retail.
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ANECDOTE

Mark's Costco Retail Media Journey

  • Mark Williamson joined Costco due to its strong brand and the curiosity about the company's retail media strategy.
  • He saw retail media as a catalyst to strengthen member value and omnichannel transformation at Costco.
INSIGHT

Retail Media's Digital Promise

  • Retail media thrives because content consumption is digital and personalized, allowing precise targeting and measurement.
  • It promises more transparency, efficiency, and better performance than traditional linear ads.
INSIGHT

Costco's Unique Onsite Media

  • Costco offers more homepage ad space than many retailers, merchandised like their physical warehouses.
  • Email placements and sponsored product ads supplement, focusing on driving awareness and discovery for members shopping their website.
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