{"id":702356,"date":"2025-11-03T10:21:09","date_gmt":"2025-11-03T10:21:09","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=702356"},"modified":"2026-01-22T07:42:32","modified_gmt":"2026-01-22T07:42:32","slug":"build-scale-retail-media-networks","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/build-scale-retail-media-networks\/","title":{"rendered":"How to build and scale Retail Media Networks: Understanding the ABC of your audience"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>How to build and scale Retail Media Networks: Understanding the ABC of your audience<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2025\/05\/gemma.jpg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Gemma Leutton<\/h5><h5 class=\"blog-date\">Nov 3, 2025<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/?p=702356\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/?p=702356\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>Retail Media Networks (RMNs) are rapidly transforming the advertising landscape. Global retail media advertising spend is forecast to surpass television by 2028, and the UK market is set to double in size by 2026, according to GroupM. This explosive growth is driven by retailers\u2019 ability to leverage rich pools of first-party data, enabling brands to target high-intent shoppers with unprecedented precision and relevance across the entire customer journey. RMNs have evolved from simple point-of-sale promotions to full-funnel media ecosystems, offering closed-loop measurement and incremental return on ad spend (iROAS) that traditional media cannot match.<\/p>\n\n\n\n<p>The next three years are critical: brands and retailers who fail to build agile, data-driven retail media capabilities risk falling behind more innovative competitors. Success will require investment in new operating models, real-time measurement, and collaborative partnerships \u2013 making retail media not just another budget line, but the backbone of modern commerce and marketing.<\/p>\n\n\n\n<p>In this series, we\u2019re bringing you actionable retail media strategies and key tensions to address as you navigate your retail media journey. Drawing on insight from across the ecosystem \u2013 including retailers, brand owners, technology providers, and agency partners \u2013 in each blog we\u2019ll unpack the six critical themes that will define the next generation of RMNs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understanding the ABC of your audience<\/li>\n\n\n\n<li>Pivoting your operating model<\/li>\n\n\n\n<li>Turning data into value<\/li>\n\n\n\n<li>Getting ready to scale<\/li>\n\n\n\n<li>Capturing value through measurement<\/li>\n\n\n\n<li>Navigating a fragmented RMN landscape<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-so-what-do-we-mean-by-abc\">So, what do we mean by ABC?<\/h3>\n\n\n\n<p>Retail media\u2019s true power lies far beyond basic customer profiles. To achieve real impact, it\u2019s essential to delve into the ABC of audience understanding \u2013 addressability, behaviours, and context. These three pillars underpin relevance and distinguish the campaigns that simply reach consumers from those that genuinely influence purchasing behaviour.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Addressability \u2013 <\/strong>At the heart of retail media is the capacity to accurately identify and engage customers. With third-party cookies becoming obsolete, retailers\u2019 first-party data has become a prized resource \u2013 provided it\u2019s well-structured, consented, and actionable. Addressability is about targeting audiences precisely across various channels, all while upholding trust and privacy. Retailers who invest in robust, interoperable data systems will be best placed to deliver scale and confidence to advertisers.<\/li>\n\n\n\n<li><strong>Behaviours \u2013 <\/strong>Knowing what customers do is just as vital as knowing who they are. Insights from purchase history, browsing activity, loyalty schemes, and engagement signals reveal intent \u2013 if analysed to uncover patterns and predict future actions. Too often, behavioural data is underutilised, seen merely as a reporting tool rather than a predictive asset. In reality, these insights can inform not only advertising but also product selection, promotions, and even innovation. When RMNs harness behavioural signals in campaign planning, they shift from static targeting to dynamic influence.<\/li>\n\n\n\n<li><strong>Contexts \u2013 <\/strong>No two shopping moments are identical. Contextual understanding means recognising the external factors that shape decisions \u2013 including location, time, weather, seasonality, or even in-store dwell time. Context bridges the gap between data and relevance: a message delivered at the right moment, in the right setting, can be exponentially more effective. As physical stores become increasingly digitised, real-time contextual targeting becomes a powerful tool for tailored engagement.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-why-does-integrating-abc-matter\">Why does <a>integrating<\/a> ABC matter?<\/h3>\n\n\n\n<p>Addressability, behaviours, and contexts must be considered together, not in isolation. Many retail media networks focus on just one dimension \u2013 often addressability \u2013 and as a result, underperform. By aligning all three, retailers can offer advertisers what they value most: scalable reach, predictive insight, and contextual relevance. This integrated approach not only boosts campaign ROI but also unlocks broader organisational benefits, from customer loyalty to product innovation.<\/p>\n\n\n\n<p>Mastering the ABC of your audience is the blueprint for building Retail Media Networks that are effective, distinctive, and ready for the future.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-funnel-redefined\">The funnel, redefined<\/h3>\n\n\n\n<p>Retail media is no longer confined to driving last-minute purchases or clearing stock through promotions. The latest generation of RMNs operates as strategic, full-funnel media ecosystems, enabling brands to build awareness, nurture consideration, and drive conversions \u2013 all within the retailer\u2019s own environment. What\u2019s more, these networks now extend their reach beyond the retailer\u2019s platforms, activating audiences on channels such as connected TV. This shift is fundamentally changing how audience insights shape campaigns and in parallel, reducing the friction for audiences, as we move closer to always-on shopping.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-performance-driving-signals\">Performance-driving signals <\/h3>\n\n\n\n<p>Retail media\u2019s influence stretches far beyond digital platforms. For many retailers, physical stores remain the primary revenue driver, making them a vital arena for retail media innovation. By combining experience design with data intelligence, the shop floor becomes a measurable media channel. Retailers can now analyse dwell times, footfall, and engagement points to deliver content and experiences that both enhance the customer journey and deliver tangible results for brands. Digital screens, signage, and interactive displays are no longer mere fixtures \u2013 they are integral components of a data-driven retail media ecosystem, informing everything from creative placement to timing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-making-loyalty-mean-more\">Making loyalty mean more<\/h3>\n\n\n\n<p>With the decline of third-party cookies, retailer-owned data \u2013 especially from loyalty schemes \u2013 has become one of marketing\u2019s most prized assets. \u201cLoyalty is the new cookie\u201d states Alexis Marcombe, Managing Director at RelevanC. This is more than a catchy phrase; it\u2019s a strategic reality. Loyalty programmes enable retailers to deliver value-rich, privacy-respecting personalisation, offering brands accuracy without compromising consumer trust. However, unlocking this potential requires commitment not just from brands, but from within the retail organisation itself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-rmns-can-deliver-three-distinct-data-signal-types\">RMNs can deliver three distinct data signal types<\/h3>\n\n\n\n<p>RMNs equip marketers with three primary categories of data signals, each contributing to a richer understanding of audiences and more impactful campaigns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Behavioural signals<\/strong>: Insights like purchase frequency, basket make-up, loyalty engagement, and conversion journeys.<\/li>\n\n\n\n<li><strong>Contextual signals<\/strong>: Factors like time of day, weather conditions, store format, in-aisle activity, and seasonal patterns.<\/li>\n\n\n\n<li><strong>Transactional signals<\/strong>: Information on replenishment cycles, average spend, recent transactions, and redemption history.<\/li>\n<\/ul>\n\n\n\n<p>By harnessing these signals within well-structured Retail Media Networks, retailers can achieve much more than simply generating additional advertising revenue. This approach enables the cultivation of stronger customer relationships, the delivery of more effective marketing initiatives, and ensures the brand remains resilient and relevant in an evolving media landscape.<\/p>\n\n\n\n<p>As the retail media landscape continues to evolve at pace, success will belong to those who combine deep audience understanding with the agility to adapt and scale. This is where Capgemini\u2019s retail expertise truly comes to the fore. With a proven track record of delivering transformative solutions for some of the world\u2019s largest retailers, Capgemini brings together global scale, local insight, and cutting-edge technology to help clients unlock the full potential of RMNs.&nbsp;From developing unified profitability tools for leading UK grocers to driving innovation through partnerships with industry bodies and technology leaders, Capgemini is at the forefront of shaping the future of retail.<\/p>\n\n\n\n<p>Our teams are trusted by 25 of the world\u2019s largest retailers and more than 27 of the top 30 consumer product companies, delivering measurable impact through data-driven strategies, advanced analytics, and collaborative partnerships. Whether it\u2019s optimising product profitability, enabling seamless omnichannel experiences, or pioneering new approaches to commerce media, Capgemini\u2019s holistic approach ensures our clients are always one step ahead.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-watch-this-space-for-the-next-blog-in-our-series-where-we-ll-dive-into-theme-two-pivoting-your-operating-model\">Watch this space for the next blog in our series, where we\u2019ll dive into theme two: pivoting your operating model.<\/h3>\n\n\n\n<p>We\u2019ll explore how retailers and brands can build the agility and resilience needed to thrive in a rapidly changing market \u2013 sharing practical strategies, real-world examples, and expert insights to help you stay ahead of the curve.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Meet our author<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2025\/05\/gemma.jpg\" alt=\"Gemma Leutton\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Gemma Leutton<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Senior Director | Capgemini Retail CoE<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Gemma is a Senior Director at Capgemini in the Retail CoE, which exists to redefine the retail landscape and deliver transformative opportunities for retailers across the full breadth of the retail operating model. She has extensive global experience, having led digital transformations for tier-one CPG\u2019s and retailers. <\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>In our new blog series, we\u2019re unpacking the six critical themes that will define the next generation of Retail Media Networks.<\/p>\n","protected":false},"author":301,"featured_media":1000001137973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[198],"partners":[],"blog-topic":[394],"content-group":[],"class_list":["post-702356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","industry-retail","blog-topic-innovation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail Media Growth: The ABCs of Audience Insight \u2013 Capgemini UK<\/title>\n<meta name=\"description\" content=\"Capgemini shares strategies to build and scale Retail Media Networks using audience insights. Drive growth, boost engagement, and maximize ROI. Explore the full guide now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/build-scale-retail-media-networks\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to build and scale Retail Media Networks: Understanding the ABC of your audience\" \/>\n<meta property=\"og:description\" content=\"Capgemini shares strategies to build and scale Retail Media Networks using audience insights. Drive growth, boost engagement, and maximize ROI. 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