The Garage: Tools For Retail Media Innovation The Nuts and Bolts of the Garage with Dan Massimino and Evan Hovorka
In this special episode, Dan Massimino and Evan Hovorka turn introspective. They delve into their backgrounds, the origin of their podcast concept, and the vital relationships shaping retail media. Reflecting on notable guests like Casey Hamlyn, Sean Muller, Sherry Smith, and partners from Google and Criteo, they explore recurring themes of innovation, collaboration, trust, and the promise of AI in retail media.
Episode Highlights:
[07:56] Evan and Dan highlight the unique approach The Garage takes towards problem-solving and innovation. Unlike traditional meetings with pre-canned sales pitches, the podcast embraces a hands-on, whiteboard session format that encourages real-time problem-solving and creative thinking. This format aligns with Evan's belief in rolling up sleeves and co-designing solutions from scratch. This approach reflects the podcast's aim to tackle the complexities and unique challenges of retail media by engaging directly with partners to create bespoke solutions rather than relying on off-the-shelf software. This method encourages participants to think outside the box and collaboratively address challenges in a more dynamic and effective way.
[19:31] Evan discusses Google’s evolving role in retail media, emphasizing a significant shift in their approach. Unlike their previous one-size-fits-all strategy, Google has embraced a more tailored approach to retail media. Recognizing the unique needs of different retailers, such as Walmart, Target, and Amazon, Google is now focusing on building custom partnerships and integrating their toolset to meet specific requirements. This shift represents a more collaborative and adaptive mindset, demonstrating Google’s commitment to addressing the diverse challenges within the retail media landscape and working closely with partners to deliver more effective solutions.
[33:52] Evan and Dan discuss the future of AI in retail media, suggesting a pragmatic approach for the next few years. He outlines that AI needs to operate within established rules and constraints to ensure compliance with business practices and regulations. This controlled use of AI for specific tasks like budget optimization and creative testing will allow for safe and iterative development. As AI proves its effectiveness in these areas, it can then expand into more innovative and less constrained applications. This approach ensures that AI’s deployment is both practical and compliant with existing constraints, paving the way for more advanced uses in the future.
[36:26] Evan highlights the potential for integrating in-store and digital experiences in retail media. He contrasts the current focus on digital advertising, which is easy to implement, with the vast untapped potential of in-store interactions. He believes that leveraging the physical store environment, where most customer interactions and sales occur, could greatly benefit both shoppers and brands. Evan envisions retail media evolving to become a seamless part of the customer shopping journey, blending online and offline experiences to inspire and engage shoppers more effectively. He emphasizes that the true value will be realized when digital and in-store elements work together, benefiting both customers and the brands investing in retail media.
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