Time For A Reset Marketing Podcast: Insights from Global Brand Marketers · Overline

90 - Special Cannes Lions Edition 2025 Part 2 - Leading Retailers

·59 min·3 clips

7-Eleven says it uses loyalty data, social, gas-pump screens, and in-store radio for different parts of the funnel.

1. Time For A Reset Marketing Podcast: Insights from Global Brand Marketers, episode 90, is a Cannes Lions 2025 Part 2 conversation focused on leading retailers and retail media. 2. Angela Myers hosts Mario from 7-Eleven, Ben Richardson from Albertsons Media Collective, and Catalina from Vault, and each guest explains a different retail-media operating model. 3. The episode asks what retail media is for now: a simple performance channel or a strategic growth driver tied to shopper behavior, brand value, and retailer partnerships. 4. Mario says 7-Eleven works in North America and his team manages customer data, loyalty, monetization, and retail media. 5. He argues that the industry still treats retail media as one generic product, even though a convenience store and a mass merchant do not have the same shopper behavior. 6. Mario’s example is that very few customers visit a 7-Eleven website to check whether chips or energy drinks are sold, so the channel mix has to change. 7. He says brands often get routed from brand teams to shopper marketing teams when they ask about in-store media, which turns the discussion into activations instead of value creation. 8. Mario says joint business planning between retailers and brands has to change, and marketing budgets need to be integrated into that process. 9. He says 7-Eleven uses retail behavior, not personas, because he cares about whether people buy coffee, how often they buy it, and whether they switch energy-drink brands. 10. He says 7-Eleven breaks retail media into three parts: performance units, loyalty-data-driven top-of-funnel media, and bottom-of-funnel in-store execution through gas-pump screens and radio. 11. Mario says a 30-second morning-drive ad may work in a car but not in a store, where attention is much shorter. 12. He says brands like Red Bull, Monster, Coke, Pepsi, and KDP cannot build the same setup with 50 retailers, so they have to decide which retailers are strategic partners. 13. Ben Richardson says he is in the beginning of his second month at Albertsons Media Collective after roles at Walmart Connect and Amazon Ads. 14. He describes Albertsons as a small, nimble team of about 200 people, and compares it to a jet ski rather than a large aircraft carrier. 15. Ben says Albertsons is the number two pure-play grocer in the U.S. after Kroger, in a grocery market he calls a trillion-dollar industry. 16. He says the media collective is a support function for the retailer first, because the data and media ecosystem only exist when products are bought and sold. 17. Ben says Albertsons is launching in-store screens with Stratacash in 60 stores first, then potentially across all 2,270 stores over the coming year. 18. He says those screens will include closed-loop measurement that can track dwell time and tie an impression to a store visit. 19. Ben says retail media is becoming a world where merchants, media teams, agencies, creative teams, and planning teams all need to learn each other’s language. 20. Catalina says Vault has been building retail media across 33 markets, and she wants the business to combine data, storytelling, performance, and re-engagement instead of staying stuck at the point of purchase.

As heard by us

Retail media is framed as a growth strategy, not just a channel.

This episode treats retail media as an operating model, not a slogan. With Mario from 7-Eleven and Catalina from Vault speaking from the business side, it stays close to customer data, loyalty, monetization, consent, and off-app reach, and shows how those parts work together in…

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You want the Cannes retail media conversation translated into practical business terms.

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