In a recent episode of CSP's “At Your Convenience” podcast, Drew Walls, sales director for retail media at Broadsign, discussed the challenges retailers face when building retail media networks. Walls said retailers often focus on deploying screens first without considering monetization strategy, leading to missed revenue opportunities.
"We are still pricing the screen and not necessarily the moment," Walls said, noting that a 7 a.m. coffee run represents different shopper intent than an evening cold vault visit. He advised retailers to maintain control over audience data, direct brand relationships and measurement methodologies while leveraging hybrid approaches that offer flexibility.
Walls stressed the importance of commercial separation and optionality in retail media architecture, allowing retailers to adapt their technology stack as business needs evolve without losing critical data or demand pathways. Listen to the entire conversation above.
“At Your Convenience” brings industry experts and analysts together with CSP editors to discuss the latest in c-store news and trends. From mergers and acquisitions to foodservice and technology, the podcast delivers the story straight to listeners in short-format episodes, perfect for the morning commute or a quick break at the office.
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