BEYOND THE BRAND The retail media tipping point: what’s changed, what’s next, and who’s winning | Tom Priestman (Director of Client Services at Nectar360)
In this episode of Beyond the Brand, hosts Adam Wright and Matt Huntly sit down with Tom Priestman, Director of Client Services at Nectar360.
With experience across Colgate, Meta, and now Nectar360, Tom shares what he’s learned from working on the brand, platform, and retailer sides of the marketing world.
The conversation explores retail media’s rapid rise, why it works differently from other channels, and how brands of all sizes can make the most of it.
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Key takeaways
▶ Retail media has grown from shopper marketing into a strategic digital channel with full-funnel potential.
▶ Challenger brands can now compete in-store on equal footing with major FMCG players using digital tools.
▶ The best-performing brands treat retail media as a core function with a clear owner, not a bolt-on to digital or shopper.
▶ Digitising in-store formats is opening up creative options like dynamic screen ads, weather-triggered offers and more.
▶ The UK market is catching up with the US by moving faster on store innovation due to its smaller store estate.
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Why listen
▶ Hear how retail media is changing from someone who has worked in brand, platform and retail roles.
▶ Learn why measurement is a strength of retail media and how to plan around customer outcomes.
▶ Get practical advice for small and large brands on how to show up effectively in-store.
▶ Find out how to structure your team to succeed with retail media and what pitfalls to avoid.
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Links & resources
▶ Tom Priestman on LinkedIn
▶ Nectar360 website
▶ Sampl – digital product sampling with trackable results