🎙️ We're excited to show our latest episode featuring the always-insightful Peter Bond from the CPG Guys! In this episode, we dive deep into the fascinating history of retail media and its strong connection to customer loyalty.

In this episode, Peter Bond—whose career spans dunnhumby, CVS Health, Fetch, and Flywheel Digital—offers a deep dive into the origins and transformation of retail media, emphasizing the foundational role of loyalty programs and data-driven personalization. The conversation traces the journey from early direct mail campaigns, where Kroger and dunnhumby pioneered personalized offers using household-level data, to the present landscape where digital innovation and programmatic advertising are redefining how brands connect with shoppers. Bond shares behind-the-scenes stories about the challenges of data collection in the 1990s, the technical ingenuity required to deliver personalized print at scale, and the missed opportunities that kept Kroger from leading the digital retail media revolution. The episode also unpacks the broader industry context, including the failed Kroger-Albertsons merger, Walmart and Amazon’s dominance, and the lessons retailers can learn from publishers about collaboration, measurement, and adapting to a rapidly changing media ecosystem. For anyone interested in the intersection of data, loyalty, and the future of retail marketing, this conversation is a must-listen.

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3 key takeaways that you won't want to miss:

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🧩 The Puzzle Piece that reveals the secrets of Retail Media Loyalty Data

Peter emphasizes that loyalty is the backbone of retail media. He highlights how dunnhumby, in partnership with Kroger, leveraged powerful loyalty data to create effective marketing strategies. With 96% of transactions at Kroger being linked to identifiable households, the potential for personalized marketing was immense. This data-driven approach set the stage for modern retail media, showcasing the importance of understanding customer behavior and preferences.

Loyalty DataPeter emphasizes that loyalty is the backbone of retail media. He highlights how dunnhumby, in partnership with Kroger, leveraged powerful loyalty data to create effective marketing strategies. With 96% of transactions at Kroger being linked to identifiable households, the potential for personalized marketing was immense. This data-driven approach set the stage for modern retail media, showcasing the importance of understanding customer behavior and preferences.

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🎢  The Evolution of Data Collection

It's fascinating to learn how dunnhumby had to adapt to the limitations of data collection in the 90s. While they had access to names and physical addresses, they lacked phone numbers and email addresses, which are crucial in today's digital landscape. This challenge pushed them to innovate, leading to personalized direct mail campaigns that were groundbreaking at the time. It serves as a reminder that even in the face of limitations, creativity and adaptability can lead to significant breakthroughs.

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🛍️ Personalization Beyond Digital
One of the most striking points Peter makes is about the challenge of personalization in marketing. While many brands today struggle with digital personalization, Kroger was pioneering personalized direct mail. They understood that different customers have different shopping habits and preferences, and they aimed to tailor their communications accordingly. This approach not only maximized their marketing effectiveness but also fostered a deeper connection with their customers.Come for the history lesson, and stay for the thoughts on the failed merger between Kroger & Albertsons Companies, as well as the reasons why Walmart Connect and Amazon Ads are extending their lead on Roundel and regionals  

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‍‍Show notes:

‍Brittain Ladd's vitriol on the aborted Kroger / Albertsons merger

‍Nextipedia’s historical timeline of Trade Marketing & Retail Media

Find Peter V.S. Bond on Linkedin