In this episode of The Middlemen Podcast, co-hosts Tom Limongello and Todd Sawicki sit down with Sean Cheyney, the newly appointed Head of Retail Media at Vistar, to unpack why in-store advertising has taken so long to reach its potential and what’s about to change.

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Sean draws on his extensive experience at Triad and Citrus (now part of Publicis’ Epsilon) to explore the critical role of integrating in-store media with broader retail strategies, stressing that education and robust infrastructure are essential to unleashing the full value of in-store retail media. The conversation delves into the KPIs that matter—like foot traffic, screen placement, and customer experience—while also tackling the complexities of financial modeling in this fast-evolving space.

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The episode highlights how Vistar’s recent acquisition by T-Mobile could be a game-changer for connectivity and hardware solutions, making it easier for retailers to deploy effective in-store advertising. As the discussion unfolds, Sean and the hosts emphasize the need for collaboration across merchandising and media teams, and share perspectives on major industry events like Ascendant and ShopTalk as hubs for learning and networking. This episode wraps up a four-part series on the future of in-store retail media, offering actionable insights for retailers, brands, and anyone invested in the next wave of commerce media.

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As we wrap up, we discuss various industry events, including Ascendant and ShopTalk, and how they serve as platforms for networking and sharing best practices in retail media. This marks the end of our 4-episode series on the future of In-Store Retail Media - make sure you catch them all!

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Find Sean Cheyney on Linkedin

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Chapters

00:00:00 - Introduction to The Middlemen Podcast

‍00:00:23 - Smoothie Correction and Apology

‍00:01:30 - Introduction: Sean Chaney from Vistar Media

‍00:02:45 - The Future of In-Store Retail Media

‍00:03:56 - Challenges of Digital Out-of-Home Advertising

‍00:05:19 - Retailers Embracing In-Store Media

‍00:06:57 - Sean's Perspective on Retail Media Evolution

‍00:08:58 - Collaboration: Merchandising & Retail Media

‍00:10:45 - The Importance of Coordination in Retail Media

‍00:12:51 - Sean's Journey to Vistar Media

‍00:15:26 - Understanding Digital Out-of-Home Advertising

‍00:18:46 - Unlocking In-Store Retail Media Potential

‍00:22:05 - KPIs for In-Store Advertising

‍00:23:44 - Challenges in Financial Modeling for Retail Media

‍00:28:34 - T-Mobile's Acquisition of Vistar and Its Implications

‍00:30:51 - Events in the Retail Media Space

‍00:32:07 - The Value of Ascendant and Other Events

‍00:35:30 - The Role of Collaboration in Retail Media

‍00:40:11 - Conclusion and Future Outlook for Retail Media