Innovation at Scale: 5 takeaways from Ollie Shayer on retail media’s next frontier

From the Retail MediaX Podcast with Internet Retailing

In this episode of Retail MediaX, Ollie Shayer, SMG’s Senior Director of Global Strategy and Innovation, joins Internet Retailing’s Colin Lewis to explore the tension between agility and scale in retail media, and why this dynamic presents an opportunity for growth.

Reflecting on his time building Boots Media Group and now stepping into a cross-industry leadership role at SMG, Ollie shares what retailers can learn from both legacy operations and agile pureplays. From embedding test-and-learn strategies to unlocking the potential of social commerce, the conversation uncovers what’s next for the sector.

Here are the top five takeaways from the episode:

1. You Can’t Scale Without Strategy, and You Can’t Innovate Without Testing

Running 3,000 campaigns a year requires more than resourcing. Ollie emphasized the importance of building a strategic foundation that supports both operational efficiency and experimentation.

“We always made sure to test early so we weren’t caught off guard when things scaled.” – Ollie Shayer

Scale doesn’t come from throwing more people at the problem. It comes from early bets, smart roadmaps, and a culture that treats innovation as an ongoing process, not a separate initiative.

2. AI is Creating Space for Human Creativity and Speed

Retail media is complex and often labor-intensive. AI helps remove friction by automating tasks like reporting and planning, giving teams the capacity to think forward.

“AI removes the heavy lifting so we can spend more time building what’s new.”

Used well, AI enhances—not replaces—human thinking. It unlocks time, reduces bottlenecks, and lets teams focus on value creation instead of admin.

3. Your Retail Media Network Will Reflect Your Retail Culture

There’s no universal playbook for retail media success. Each RMN must reflect the DNA of the retailer it comes from—its pace, appetite for risk, and internal ways of working.

“Every retail media network mirrors the culture of the retailer it comes from.”

Copy-pasting another company’s model won’t work if the internal environment isn’t built to support it. Culture, infrastructure, and leadership mindset all shape what’s possible.

4. Data Collaboration is Retail Media’s Biggest White Space

Ollie sees data collaboration as one of the sector’s biggest untapped opportunities. Retailers who can safely and securely link their first-party data with other ecosystems—like travel or financial services—will open up new dimensions of insight and value.

“Once you connect those data sets, you move from sales data to real behavioral understanding.”

With clean room technology now more accessible, this kind of partnership-driven insight is within reach and will help retailers offer more strategic value to brands.

5. Retailers Must Move Faster on Social Commerce

Shoppable media, short-form video, and influencer marketing aren’t edge trends. They’re already reshaping how people discover and buy, particularly in high-velocity categories like health and beauty.

“If your customers are buying through social, the question is whether you’re activating there.”

Retailers need to understand where shoppers are spending their time and adjust media strategies accordingly. That means being present on the platforms that shape today’s purchase journeys.

Whether you’re operating at scale or building from a nimble base, the next phase of retail media will be defined by smarter planning, deeper partnerships, and a willingness to test and adapt.

Want to hear the full conversation?
Listen to the episode on Retail MediaX from Internet Retailing.