On a recent episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with Dean Harris, Head of Co-op Media Network, to explore the fast-evolving world of retail media.
They discuss the neuroscience behind consumer behaviour, the evolution of advertising frameworks, and Coop’s unique approach to measuring impact beyond immediate sales. Dean shares insights on leveraging retail media for brand differentiation and explains how Coop’s cooperative model sets it apart. They also delve into the future of AI in retail media, the challenges of upper-funnel advertising, and the leadership qualities required to thrive in this dynamic industry.
Dean is a dynamic marketing leader with over 15 years of experience. Starting his career in advertising at McCann Erickson, he managed global B2B client portfolios before transitioning to Co-op, where he has spent over a decade enhancing grocery and life services performance. Dean drives growth as Head of Co-op Media Network by leveraging convenience shopping insights and first-party data. Additionally, as Co-op’s Enterprise Data Owner, he ensures customer data is handled responsibly.
Rethinking Advertising Assumptions
One of the central themes of Harris’ conversation is the need to re-evaluate long-standing assumptions about advertising. Traditional media planning often separates media channels into categories based on their proximity to purchase—what is often referred to as the “funnel” model. In this model, in-store ads are considered conversion-focused, while out-of-store ads are seen as brand-building. Harris challenges this binary view, arguing that all media channels can serve multiple purposes depending on the context and consumer mindset.
Rather than sticking to outdated models, Harris advocates for a more nuanced understanding of consumer psychology. “If you’re in a shop, you’re in a conversion mindset. But sitting on your couch at home might be more brand-building,” he notes. By embracing this broader view of media, advertisers can unlock more opportunities across all touchpoints, moving beyond just a purchase-driven approach to a more holistic strategy that drives both awareness and conversion. This shift in thinking allows brands to engage with consumers more meaningfully and effectively.
Retail Media’s Unique Power
Dean Harris also highlights retail media’s distinctive power, particularly in leveraging consumer context to deliver highly relevant ads. Coop Media Network has recognised this potential by rethinking how advertising impacts consumer behaviour, even in competitor stores. Through its unique media offerings, Coop has been able to measure sales impact beyond immediate transactions, which gives it an edge in a competitive retail landscape.
Harris’ strategy for distinguishing Coop Media from other retail media networks is based on understanding the importance of distinctiveness in advertising. By focusing on Coop’s strengths—geographical reach, high-frequency touchpoints, and the highly receptive consumer mindset in-store—Coop Media has created a distinctive brand identity that stands out in the crowded advertising space. This approach has enabled Coop to gain an excess share of voice in the retail media world, proving that a clear, differentiated media proposition can drive results that others can’t replicate.
Shifting From Retailer to Media Powerhouse
One of the most significant shifts in the retail media landscape is the movement of retailers from being just sellers of products to becoming media owners. Coop Media Network has embraced this transformation, making media metrics—such as reach and frequency—just as important as traditional commercial metrics. Harris explains how Coop’s strategy revolves around promoting the unique advantages of their retail media network, including its leadership in the convenience and quick commerce sectors.
This shift to a media-first model means that Coop must continually prove its value to advertisers through data-driven insights and thought leadership. By investing in technology and leveraging Coop’s distinctive media assets, the company is positioning itself as a powerful and compelling choice for brands looking to drive results. As Harris puts it, “We knew that media metrics would become more and more critical, so we championed our media metrics to stand out as a sleeping giant in the retail media space.”
AI’s Role in Retail Media Transformation
Looking to the future, Dean Harris sees significant opportunities for artificial intelligence (AI) to enhance retail media’s operational efficiency and effectiveness. There are two main areas where AI can play a transformative role:
- Operational Efficiency: AI can help Coop streamline its processes by automating campaign evaluations. This not only saves time but also ensures that campaigns are of high quality. By freeing up valuable human resources, Coop can focus on higher-level strategic thinking and innovation.
- Optimising Media Planning: AI can analyse vast amounts of historical data, external factors such as weather, and sales trends to optimise media planning. This level of data-driven decision-making allows brands to maximise their advertising spend and achieve higher returns on investment (ROI). By tapping into this wealth of insights, Coop can deliver highly targeted campaigns that are more efficient, effective, and adaptable to changing consumer behaviour.
The Future of Retail Media
As retail media grows, the need for more robust, transparent, and consistent measurement standards becomes ever more pressing. During the conversation, Harris and Frampton discuss the industry’s need to better demonstrate the incrementality of advertising spend—how advertising contributes to growth beyond direct sales. Harris advocates for more transparency and standardisation in how retail media networks measure and report the impact of campaigns.
Despite the challenges, Harris is optimistic about the future of retail media. Coop Media Network’s strategic focus on data, technology, and consumer behaviour will continue to drive its success. By embracing innovation, ensuring operational efficiency, and delivering clear insights to advertisers, Coop is poised to lead the way in this rapidly evolving space.
Leadership in Retail Media: Simplification, Decisiveness, and Discipline
At the heart of Dean Harris’ approach to retail media is his belief in the importance of leadership qualities like simplification, decisiveness, and discipline. Leaders in the retail media space must be able to cut through the noise and focus on clear, actionable strategies. They must make quick, assertive decisions, even in uncharted territory, and remain disciplined despite tempting new ideas and distractions.
Harris also shares a personal insight into how he is working to improve his leadership abilities, particularly in communication. He recognises that as a public-facing figure, effective communication is key to conveying ideas clearly to both internal teams and external partners.
Wrapping Up
Dean Harris’ insights on the evolution of retail media provide valuable insights s for marketers looking to navigate this ever-changing landscape. By challenging outdated assumptions, challenging the status -quo, leveraging AI, and adopting a more data-driven, consumer-centric approach, Coop Media Network is setting the stage for future growth. As the industry continues to evolve, leaders like Harris will continue to drive innovation, push boundaries, and redefine what’s possible in retail media.
Apple Podcast: https://tinyurl.com/472uh2v4
Spotify: https://tinyurl.com/4y7atmyj
YouTube: https://youtu.be/o51wxG6TH7E
Curated Episode List
If you enjoyed this episode of Time For a Reset: The Marketing Podcast with Global Leaders, here is a curated list of our top episodes packed with insights guaranteed to inform and inspire you!
- The Retail Media Reality in UK vs. US: AI, Collaboration, and Innovation: Insights from Leaders at Boots, Tesco, Nectar360, and Ocado [Link]
- How Data and AI Are Shaping the Future of CPG Marketing with Melanie Huet of Newell Brands [Link]
- Can AI Replace the Mad Men? Reinaldo Padua from Beliv Shares Insights on CPG Marketing’s Future [Link]
You can read the full transcript episode here.
