The Retailers of the North panel at MadFest Up North brought together experts from Very Media Group, Co-op Media Network (CMN), Boots Media Group (BMG), and LS Eleven Media Services (LS11 MS) to talk all things data, media, and the future of commerce. In this article, we explore the key takeaways from the panel, diving into the biggest challenges and exciting opportunities shaping retail media today.
Tackling consolidation with differentiation
Each retailer on the panel uses rich first-party data (1PD) to power its retail media network, but their individual propositions bring something unique to the table:
- Very Media Group prides itself on data-led creativity
- CMN helps brands unlock the power of convenience
- BMG offers brands unrivalled access to the UK health and beauty shopper
- LS11MS focuses on harnessing data and technology to put the customer first at Asda
This differentiation is no accident. Dean Harris, Head of Co-op Media Network, reflected on Co-op Media Network’s launch just last year and how important it was to define a proposition that truly stands out.
“Being different isn't enough. You've got to have a difference that is meaningful to advertisers not just now, but in three to five years' time as well. Our difference is convenience because we looked at ourselves from the eyes of advertisers and saw that all the things that are really tough for convenience retailers are actually a benefit in advertising.”
As Dean rightly pointed out, with increasing consolidation in the space, that distinction is only becoming more important.
“A few retail media networks around the world have just put their inventory and media assets on a shelf, not thinking about their compelling proposition and instead focusing on the commercial benefit. The risk with this is that eventually, consolidation will happen, but retail media networks that don’t have a clear ‘why us’ are going to fall below that line.”
That clarity of purpose is something Very Media Group has leaned into. While the network officially launched in 2024, The Very Group has been active in retail media for over a decade. As Laura Jones, former Head of Very Media Group, explained, the reimagining of their retail media proposition wasn’t about carving out new space – it was about strengthening the existing space.
“The relaunch of Very Media Group was about redefining our proposition - it wasn’t about finding white space, it was about making it pink and truly capitalising on our strengths. Our data and creativity sets us apart from the rest.”
First-party data reigns supreme
With the cookie crumbling and third-party data on the decline, first-party data is still having its moment and for good reason.
But that doesn’t mean networks can sit still.
As Steph Taylor, Head of Omni-media and Partnerships at Boots, explained, the way customers interact with data is changing. It’s no longer a straight line, and media strategies need to reflect that.
“At BMG and Boots, first-party data enables us to have that customer-first approach and understand their behaviour and purchase intent. Especially with the new partnership between Boots, Criteo, and Liveramp, we can start to connect data sets and understand the customer across every touchpoint, and then apply that to campaigns, making them more effective against campaign objectives.”
Rethinking media in a digital world
For LS11MS, in-store is still the big bet. But with more convenience stores under their belt and a push to digitise them, their approach to media is evolving fast.
Many stores are already fitted with digital screens, and the impact has been promising: happier customers, more products picked up, and better results for advertisers. Jon Beill, Commercial Leader, summed it up nicely:
“It isn’t about replacing cardboard with digital assets, it’s about getting the measurement right and getting the right combination of branded and Asda content. Digital screens will give us the ability to advertise non-endemics, target with smart technology, and reactively optimise content, whether that be changing the messaging based on the time of day or being more creative with the content.”
Shaping the future by tackling misconceptions
To close the session, the panel were asked not about what’s next but what’s still misunderstood. Despite retail media’s rapid growth, there are still gaps in awareness around what networks can genuinely offer brands. And for each retailer on stage, that untapped potential looks a little different.
For BMG, it’s about helping brands realise the unique opportunities they offer. Their Love Island partnership is a perfect example. As the show’s official beauty sponsor, Boots and BMG can offer brands villa exposure they simply couldn’t get anywhere else.
For CMN, it’s all about localisation. With stores in nearly every postcode, each Co-op is different. Understanding the people who live, shop, and move through each area and their habits, demographics, and preferences allows CMN to offer brands hyper-local targeting.
At LS11MS, the opportunity lies in scale. With 27 of the 50 biggest stores in the UK (many in the North), Asda reaches a broad, largely working-class audience. The first-party data from their new rewards platform allows brands to tap into this demographic more effectively than ever before.
And for Very Media Group, the opportunity is in creative collaboration. As an online retailer with a diverse brand portfolio, VMG acts as a brand custodian guiding campaigns from idea to execution.
