BEYOND THE BRAND How Superdrug built a retail media business from scratch inside a high street giant | Paul Stafford (Head of Retail Media at AS Watson)
In this debut episode of Beyond the Brand, Adam Wright and Matt Huntly are joined by Paul Stafford, Head of Retail Media at A.S. Watson, to explore the fast-growing world of retail media.
Paul and his team have launched Optimo, Superdrug’s new retail media network—a huge feat in an increasingly competitive space.
They discuss the opportunities and challenges of building a media platform inside a major retailer, how brands can tap into first-party data for performance marketing, and why retail media is here to stay. If you're in brand marketing, e-commerce, or digital media, this episode is packed with insights to help you stay ahead.
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Key takeaways
▶ Retail media is a dual opportunity – it generates revenue for retailers while helping brands grow
▶ Brands must rethink their approach – successful retail media strategies require more than just a conversion mindset
▶ Data is the differentiator – leveraging first-party data gives brands an edge in an increasingly privacy-first world
▶ Collaboration is key – integrating retail media into broader marketing strategies yields the best results
▶ Retail media networks are evolving fast – brands, retailers, and agencies need to move quickly to stay competitive
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Why listen
▶ First-hand insights from an industry leader building retail media from the ground up
▶ Real-world strategies for brands looking to maximize retail media investments
▶ Actionable takeaways for using first-party data, CRM, and behavioural insights to drive success
▶ Future predictions on where retail media is headed and how brands can adapt
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Links & resources
▶ Connect with Paul Stafford on LinkedIn
▶ Learn more about Optimo and Superdrug’s retail media network – Email: optimo@uk.aswatson.com
▶ Explore Sampl and how digital sampling fuels brand growth Visit SamplTech.com
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