Retail media is now a core part of the marketing playbook. But while interest is sky-high, many brands are still figuring out how to approach this complex, fast-moving channel. Whether you’re just getting started or looking to scale existing investments, this guide outlines the key components of an effective retail media strategy in the UK market.
Step one: Define your objectives clearly
As with any media strategy, start by clarifying what you want to achieve. Retail media can deliver across the funnel, but you need to decide where to focus:
- Awareness and brand-building
- Conversion and sales uplift
- Product trial and sampling
- Loyalty and retention
Use these objectives to guide budget allocation and channel mix — for example, allocating more spend to offsite CTV for awareness or to onsite search for conversion.
Step two: Choose the right retail media networks
Not all RMNs are the same. Choosing the right ones will depend on your audience, category, and retail footprint. In the UK, strong players include:
- Tesco Media & Insight (FMCG and mass retail)
- Nectar360 (Sainsbury’s, Argos, Habitat)
- Boots Media Group (health and beauty)
- Amazon Ads UK (broad reach, especially for ecommerce brands)
- Currys, Ocado, Very Group, and ASOS for more specialised verticals
Map your customers’ shopping habits to RMN audiences, and don’t forget to consider emerging platforms and clean room-enabled collaboration.
Step three: Activate across the funnel
Retail media is no longer just about conversion. Make use of the full range of capabilities:
- Onsite sponsored products: To drive last-mile conversions
- Offsite display and programmatic: For retargeting and reach extension
- CTV and video: To build awareness and consideration
- In-store screens and audio: For real-world impact at the point of sale
Link these tactics back to your original objectives and campaign KPIs.
Step four: Build strong retailer relationships
Treat RMNs as strategic partners, not just inventory providers. Share your objectives, creative assets, and measurement needs early. Work with retailer teams to understand their priorities, innovation pipelines, and upcoming promotional windows.
Where possible, collaborate on joint business plans (JBPs) and participate in test-and-learn pilots — particularly in emerging areas like shoppable video, self-serve tools, or omnichannel campaign orchestration.
Step five: Align internally across functions
Retail media touches multiple parts of your organisation: trade marketing, ecommerce, brand, media, analytics, and sales. Build internal alignment by:
- Defining clear roles and responsibilities
- Sharing learnings and KPIs cross-functionally
- Using retail media performance to inform broader media and product strategies
Getting everyone on the same page will help drive efficiency and consistency.
Step six: Focus on measurement from day one
Measurement is one of retail media’s strengths — but it’s also a common challenge. Start by agreeing on core KPIs:
- Return on ad spend (ROAS)
- Incremental sales
- New-to-brand metrics
- In-store vs. online attribution
Use closed-loop measurement wherever available. Ask RMNs for transparency on methodology and consider using third-party partners or clean rooms for independent validation.
Step seven: Test, learn, optimise
The retail media space is still developing, which makes it a rich environment for experimentation. Run A/B tests on:
- Creative formats
- Ad placement and timing
- Targeting segments
- Channel combinations (onsite vs. offsite)
Document learnings and feed them into future planning cycles. Share success stories internally and with retailer partners to help scale what works.
Step eight: Prepare to scale
Once you’ve established a strong foundation, plan for scale:
- Expand to additional RMNs based on audience overlap
- Shift from manual to automated/self-serve buying where available
- Formalise governance and performance tracking processes
- Consider multi-retailer campaign planning and omnichannel integration
Agencies and tech platforms can be useful allies here, especially for complex execution and optimisation across networks.
Final thought
Retail media represents a powerful opportunity to connect media and commerce — but only if approached strategically. Brands that succeed will treat it not as a siloed tactic, but as a fully integrated channel within the wider marketing ecosystem.
With clear goals, the right partners, and a test-and-learn mindset, retail media can become one of your most effective, accountable tools for growth in 2025 and beyond.
