Sean Crawford, Managing Director for North America at SMG, recently joined Tom Limongello and Todd Sawicki on The Middlemen podcast to dig into the evolving state of retail media across the U.K. and U.S. markets. With nearly two decades of experience helping retailers build and scale media networks on both sides of the pond, Sean brought a uniquely global lens to the conversation.
1. Retail Media in the U.K. Was Born In-Store
“In the U.K., retail media started in-store,” Sean said. “Tesco pioneered it using loyalty card data—printing coupons at the till. That’s where it began.”
While U.S. networks started with digital banners and off-site ads, U.K. retail media has always been grounded in physical touchpoints. That foundation means omnichannel execution isn’t an ambition, it’s the default. As U.S. retailers look to finally prioritize in-store, they should look to the U.K. market for best-in-class execution.
2. Campaigns Are Bought Against Outcomes, Not Channels
“The ask isn’t ‘I want to buy some audio’ or ‘a few screens.’ It’s ‘I want to launch a new product’ or ‘drive trial.’ Then we figure out the right levers to pull,” Sean said.
In more mature markets, media is planned around commercial goals—not tactics. That mindset shift allows teams to blend shopper, trade, and brand dollars with more impact and flexibility.
3. Media and Merchandising Must Move Together
“If a product isn’t on promotion—or worse, if a competitor is—then your media investment could be wasted. It has to be connected,” Sean told The Middlemen.
Internal alignment is critical. Great campaigns fall flat when media plans and merchandising strategies aren’t tightly linked. For Sean, the best-performing RMNs integrate those workflows from day one.
4. Travel Retail Is a Hidden Gem
“WHSmith North America doesn’t even have an e-commerce site,” Sean said. “But it owns attention—premium, high-intent shoppers in airports with time to spend.”
With WHS Media, the first-ever in-store focused travel Retail Media Network, powered by SMG, Sean sees a massive opportunity in travel environments. High dwell time, clear missions, and closed-loop sales make for powerful brand experiences—and results.
5. AI Is Already Transforming Retail Media Execution
“We’re using AI to generate campaign reports in minutes—what used to take two weeks now takes two,” Sean said.
With SMG’s PlanApps platform, automation is accelerating delivery, reporting, and measurement. Sean points to standardized test-vs-control methodologies as another game-changer for brands looking to prove ROI across networks.
For more from Sean on the difference between mature and emerging retail media markets—and what’s next for in-store, travel, and measurement—listen to the full episode:
