Retail media networks need to shift their focus from scale and impressions to measurable outcomes if they want to earn sustained brand investment, according to Jake Kiser, general manager at Par Retail.
Speaking on CSP's "At Your Convenience" podcast in May at the RMN Forum in Chicago, Kiser emphasized that while loyalty programs provide valuable customer data, they typically capture only approximately 25% of transactions—creating a significant ceiling for proving ROI to CPG partners.
"Scale does not equal value necessarily," Kiser said.
Kiser outlined how identity resolution technology and AI can help retailers expand visibility beyond loyalty members, enabling them to identify and measure outcomes across their entire customer base. This approach allows retailers to prove that specific campaigns drive incremental sales at individual locations.
"The aspirational goal should be 100% of our customers are people we can prove are individual human beings," Kiser said, adding that AI-powered orchestration will enable faster, more intelligent campaign execution while maintaining quality.
"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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