On this episode of The Voice of Retail podcast, Michael LeBlanc interviews Drew Cashmore, a retail media expert and current strategy leader at Vantage. They explore the evolution of retail media, from foundational shopper marketing to data-driven advertising ecosystems like Walmart Connect, which Drew helped build. Key topics include the role of first-party data, challenges of managing fragmented retail media systems, and opportunities for smaller retailers to embrace self-serve platforms. Drew highlights the importance of cultural change within organizations to unify marketing, merchandising, and operations while emphasizing incremental growth through technology and collaboration. Vantage’s tools aim to streamline these processes effectively.
In this episode of The Voice of Retail, Michael LeBlanc sits down with Drew Cashmore, a retail media pioneer whose career spans over 15 years, including roles at Walmart and Vantage. Drew discusses his journey from building Walmart Canada’s advertising business to spearheading Walmart Connect in the U.S., scaling it into a multi-billion-dollar retail media platform.
The conversation delves into retail media’s evolution—bridging traditional shopper marketing and sophisticated, data-driven advertising. Drew outlines how retail media connects vendors with customers through first-party data, enabling targeted, measurable campaigns that drive both sales and customer satisfaction. He distinguishes retail media from traditional Co-op dollars, noting a shift from basic flyer promotions to sophisticated advertising strategies tied to transactional data.
Challenges in the field include system fragmentation and the need for integrated platforms to unify operations and streamline vendor collaboration. Drew emphasizes the necessity of change management within retail organizations, ensuring alignment between marketing, merchandising, and store operations. He also identifies the potential for smaller retailers to enter the space through self-serve platforms, which Vantage helps facilitate.
Looking ahead, Drew foresees substantial growth for retail media, particularly in Canada, as advertisers reallocate budgets from traditional platforms to retail ecosystems. Vantage’s tools, powering platforms like Home Depot’s Orange Access, exemplify how technology can simplify campaign management, measurement, and vendor relationships.
As retail media evolves, Drew highlights collaboration among stakeholders as vital for maximizing ROI and creating customer-first ecosystems. His insights provide a roadmap for retailers of all sizes to capitalize on retail media’s growing influence, bridging technology, advertising, and retail strategies effectively.