This podcast first appeared on Marketing Publication Mi3 here
Retail Media Builds Bridges: Canada’s leading department store Holt Renfrew on how marketing and merch alignment powers growth in demand, CX and profit.
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“What's been most important is making sure that the business has the right focus behind it, and that's where having a dedicated business unit has been valuable. It allows us to think more intentionally about the long term.”
Ashlee Nickel, Divisional VP, Trade Marketing, Holt Renfrew
Not all retailers are victims of scale.
North America is pouring billions of dollars into retail media, largely sponsored search and digital screens, making giants like Amazon, Kroger and Walmart richer and other retailers chasing scraps.
But luxury department store chain Holt Renfrew has carved out a higher-end niche in Canada, and its physical-plus-digital approach is pulling in new advertisers like Mercedes, as well as taking a larger share of endemic advertiser budgets as they bid to build brand and drive performance in a single hit.
Demand for both physical and digital inventory is running hot, helped partly by Holt Renfrew’s retail media operation three years ago moving to its own P&L under trade marketing boss, Ashlee Nickel – whose 16 years at the firm also span merchandise, buying and vendor marketing.
It means she speaks the merchandise team’s language as well as that of brands selling through the store.
That’s critical to avoid “conflict”, says Jonathan Hopkins.
“Media has been used as merch’s sweetie jar for decades, and that entrenched behaviour doesn't change overnight.” He argues retailers will increasingly struggle with their retail media ambitions unless they “create a cross-functional team with people from merch, marketing, finance, media,” all pulling in the same direction. Even then, he says, “give and take” is a pre-requisite. “Pick your battles would be my recommendation.”
Since the shift from top line co-op to standalone, Holt Renfrew’s profitable media revenue has changed how every program is priced, packaged, and pitched to vendors. In all, it’s packing 245 distinct media formats, all evaluated by Sonder.
It will soon have another – but given Holt Renfrew’s store environment makes even Apple’s look cluttered, a design challenge looms as the retailer mulls how to roll out a screen network that doesn’t damage that aesthetic.
Sonder’s Angus Frazer isn’t worried – subtlety is key, he says. “Retail media is not an excuse to ignore CX. Done well, it's an opportunity to improve CX and deliver on broader business objectives.” I.e. “highly profitable commercialisation”.
Trade marketing boss Nickel is now hunting more of them – in places where few retailers have thought to monetise. She’s already added in-store beauty carts and cafe menu takeovers to the inventory stack, and has brands queuing up for its in-store Montreal F1 Grand Prix weekend experience – and Holt Renfrew doesn’t even have an official partnership.
“One of the biggest opportunities in the space right now is looking beyond the obvious,” says Nickel. “When you start thinking differently about the retail environment, there are often opportunities that don't fit within a traditional media place.”
Outside of physical environments – and despite huge digital retail media spend, many are overlooking powerful channels – particularly email, say Sonder’s Frazer and Hopkins, leaving easy money on the table.
You can't be too over-reliant on the headline product, chasing the inventory you already have and doing it better. Look for new opportunities that scale really well.
Angus Frazer, Co-Founder, Sonder
What you need to know from this podcast:
- Holt Renfrew is pairing physical and digital retail media to drive brand and performance objectives for advertisers – and improve CX for luxury customers.
- Trade marketing boss Ashlee Nickel says running its own retail media P&L provides the freedom to think longer term – and invest in new formats that others have overlooked rather than squeezing key assets too hard.
- That approach is bringing in new advertisers and unlocking cross-category wins – and Sonder’s Jonathan Hopkins says the ability to deliver big in-store activations is where physical retailers hold a full-funnel advantage.
- “Brands see the powerful combination of an attractive environment to activate in a place where customers are already purchasing their products … So they tend to invest heavily – and the activation tends to be the lightning rod for all other media that surrounds it.”
- Properly executed, a physical-digital combination means “retail and commerce media is not just a bottom funnel point-of-sale marketing initiative”, per Hopkins. “It is working top of funnel brand engagement just as much.”
- Key for retailers is to set up and resource properly in the first place – without setting revenue targets based on misguided assumptions.
