The Retail Media Revolution

Welcome to The Power Lounge. Host Amy Vaughan speaks with Deanna Behrens, VML’s Director of Media and Strategy and a leader in retail media. Deanna has launched strategies across seven major retailers, shaping the future of the industry. Together, Amy and Deanna explore how brands and retailers are transforming consumer connections through data-driven, consumer-focused methods and technologies like QR codes and AI. Deanna shares her journey from traditional media to the dynamic field of retail, highlighting the importance of adaptability and innovation. This episode offers valuable insights for marketers, business owners, and anyone interested in the future of commerce, providing practical advice and real-world examples to thrive in today’s retail landscape. Tune in to The Power Lounge to learn from Deanna’s expertise and industry perspectives. Deanna Behrens is a marketing strategist with extensive experience in the consumer-packaged goods sector. As Director of Media and Strategy, she leads marketing initiatives that drive results, focusing on commerce intelligence for retail media across seven leading retailers. Deanna is dedicated to empowering teams and advancing the future of retail media. Chapters: 00:00 - Introduction 00:10 - Retail Media Strategy Insights 04:15 - Agility in Retail Media Evolution 07:23 - Unplanned Purchases via Impulse Marketing 11:16 - "Brand Visibility Over Awareness" 13:10 - Brand Authenticity Foundations 19:40 - "DTC Impact on Retail Strategy" 20:35 - "D2C Innovation vs. Brand Caution" 25:01 - Consistent Branding Across Retailers 27:56 - "Adapting Media Math for ROAS" 32:16 - Ad Spend Evaluation Challenges 33:05 - Aiming for Standardized Metrics 38:27 - Leveraging Data and AI Insights 42:41 - Purchase Influence Through Repeated Exposure 43:14 - Marketing Synergy Across Retail Channels 48:48 - Marketing Support Podcast for Small Businesses 50:35 - Aligning First Party and RMN Data 53:16 - Evolving Media Strategies 56:32 - Shopper Marketing Resources 59:01 - Community Support Advantage 01:00:41 - Outro Quotes: "Create opportunities when you can. Often, we doubt our potential, but embracing uncertainty leads to growth and magic."- Amy Vaughan "Stay agile and curious. Embrace ambiguity and new challenges to unlock possibilities and drive innovation."-Deanna Behrens Key Takeaways: Embrace Agility and Curiosity Consumer-Centric is Non-Negotiable Partnerships Are Evolving Test, Learn, and Innovate—Continuously Data Is Your Power Tool (But Ask the Right Questions) Brand Consistency, Local Nuance Small Brands, Big Potential Lifelong Learning & Community Connect with Deanna Behrens: LinkedIn: http://www.linkedin.com/deannabehrens Website:https://www.vml.com/ Connect with the host Amy Vaughan: LinkedIn: http://linkedin.com/in/amypvaughan Podcast:https://www.togetherindigital.com/podcast/ Learn more about Together Digital and consider joining the movement by visitinghttps://togetherindigital.com Support the show