This podcast episode is sponsored by Kevel and features Matt Hanlon, Director of Omnichannel and Media at Boots, in conversation with Collin Colburn, Vice President of Commerce and Retail Media at the IAB, recorded live at Retail Media Summit UK.
The Bottom Line
In a retail media landscape that has grown crowded, complex, and often overhyped, Hanlon argues that the differentiator is trust. Drawing on experience across both retail and global brand roles at PepsiCo and Nike, Hanlon frames Boots Media Group media proposition through the lens of heritage, credibility, and deeply rooted consumer insights.
The Takeaways
Rethinking Retail Media’s Role in the Marketing Mix
Hanlon said one of the biggest misconceptions today is that retail media sits at the bottom of the funnel. “For me, retail media should just be part of the broader mix,” he said. He pointed to everything from connected TV to social to in-store touchpoints as part of a holistic plan, arguing that retail media can drive awareness just as effectively as it drives conversion.
Boots’ Trust and Heritage Shape Consumer Relationships
With 177 years of brand equity, Hanlon said Boots’ heritage only matters because it’s built on trust. “Everyone knows Boots, but the heritage means nothing if it’s not built on a foundation of trust,” he said. Consumers turn to Boots for moments that matter—new parents seeking essentials, people needing pharmacy support, or shoppers preparing for a night out. He noted that British consumers often light up when he tells them he works for Boots, a reflection of the emotional connection the brand holds.
Moving from the brand side to the retailer side, Hanlon said he expected tension between brands and retailers but found the opposite. “Retail media should be mutually beneficial,” he said. “If we put the right brands in front of the right consumers, both the brand and the retailer grow.”
Health & Beauty Behaviors Give Boots an Edge
Hanlon highlighted how considered shopping missions in health, wellness, and beauty create natural opportunities for deeper engagement. He referenced how Boots uniquely brings these missions together, making the store a place where consumers want to spend more time exploring.
Everything, he said, starts with insight: “If it starts with a consumer interest, you’re going to build plans that meet a need.” That applies across categories, including Gen Z, where Boots has leaned into creator-led storytelling to build credibility with a demographic that is historically least trusting.
Trust, Data, and the Next Phase of Retail Media
Hanlon emphasized that respecting privacy is central to preserving Boots’ position as a trusted retailer. Loyalty data, he said, should be used to add value—not noise. Looking ahead, he believes trust will be essential to retail media’s next growth curve: “We truly value the trust consumers put with us. It’s about respecting and serving that trust in every experience.”
