“We are a media powerhouse”

As Managing Director for the Retail Media business, Jessica Wegner is responsible for the Group’s overall Retail Media strategy, reporting to our Chief Commercial Officer, Philipp Andrée. This relatively new type of digital advertising is expected to show strong growth and is an important element of our “Let it Bloom” strategy. 

Jessica, what is Retail Media?

JESSICA WEGNER: In a nutshell, Retail Media refers to the data-based marketing activities of a retail company for advertisers. It enables brands to boost their visibility at the point of sale and engage with highly relevant audiences. At the same time, Retail Media empowers advertising companies to unlock the full potential of first-party data – consumer insights ranging from browsing habits and past purchases to CRM data. This data offers unparalleled accuracy, allowing us to run highly targeted campaigns that focus on specific KPIs such as conversions. So, Retail Media isn't just another advertising channel – it’s a paradigm shift from mass media to precision targeting at scale underpinned by retail data. According to IAB Europe, the Retail Media sector is growing three times faster than the overall digital market and is on track to surpass TV advertising spending in the near future.

Why is Retail Media of strategic relevance to the DOUGLAS Group and what does our Retail Media business look like?

JESSICA WEGNER: Retail Media is an important new revenue stream and profitability driver for the DOUGLAS Group as well as a valuable, high-margin proposition that is reshaping the traditional retailer-supplier dynamic. In 2019, we launched our own Retail Media unit, DOUGLAS Marketing Solutions. We work like an in-house agency providing our brand partners with consumer insights and tailored 360-degree omnichannel media strategies. In doing so, we are redefining the traditional retailer-supplier relationship and positioning DOUGLAS as a key player in the future of advertising.

Starting with a team of four, the Retail Media unit, which you head, now counts more than 30 colleagues and operates in nine international markets. What is your recipe for success?

JESSICA WEGNER: Looking back at our journey, our success can be attributed to five cornerstones:

1. Start-up mentality:
   Retail Media is the Wild West – fast, dynamic, and full of untapped potential. Building this business within a corporate giant meant we had to think and act like a start-up. We had to educate and upskill, first, our team, then the market, until Retail Media became a non-negotiable part of the advertising mix.
2. C-Level backing:
   No start-up thrives without buy-in from the top. Retail Media only took off because our leadership team didn’t just support it – they championed it. We made Retail Media a cornerstone of our Group’s growth strategy, ensuring that our C-suite was aligned and committed to driving this transformation. 
3. Navigating the present and the future:
   Building a new business is a high-wire act that requires a team that is comfortable with getting their hands dirty today while also dreaming big about tomorrow.
4. Vision as the North Star:
   To keep the team focused and motivated, my leadership team and I anchored everything to a strong, compelling vision. This vision became our North Star, guiding every decision and helping us navigate the inevitable turbulence.
5. Fail fast, learn faster:
   In a start-up, you’re going to stumble. The key is to fall forward. We have adopted a "fail fast, learn faster" mindset, fostering a culture of experimentation and resilience.

What does a typical Retail Media campaign at DOUGLAS look like and how many campaigns have you executed so far?

JESSICA WEGNER: We’ve run thousands of campaigns across the nine markets where we operate, ranging from classic on-site sponsored product ads to upper-funnel social media and search campaigns. However, there is no such thing as a "typical" Retail Media campaign at DOUGLAS, as each campaign is uniquely tailored to the specific needs and objectives of our clients. By diving deep into E-Com data, CRM insights, and in-store performance, we identify key challenges and translate them into a customized action plan. This data-driven approach not only informs the strategy but also ensures that our campaigns are fine-tuned to maximize impact and deliver results that truly matter to our clients.

Retail Media is the fastest-growing form of advertising. How do you manage to stay up to date and adapt the business to new trends and developments?

JESSICA WEGNER: Staying ahead in the fast-paced world of Retail Media requires us to be both agile and deeply connected to the pulse of the industry. That is why we are constantly gathering insights and exchanging ideas at key events like OMR, D3Con, DMEXCO, or Cannes. These are our think tanks – places where we sharpen our strategies and spot emerging trends. In addition, being one of the first founding members of the Retail Media circle at Bundesverband Digitale Wirtschaft (BVDW) and an active participant in the IAB Retail Media Working Group keeps us at the forefront of industry developments. In 2021 and 2022, we even hosted our own virtual congress. With over 1,500 participants, the DOUGLAS RETAIL MEDIA SUMMIT was one of the largest Retail Media events Europe has ever seen positioning DOUGLAS Marketing Solutions as a powerhouse in the Retail Media ecosystem.

What steps are planned next?

JESSICA WEGNER: We are entering a high-growth phase with a bold three-year plan to consolidate our leadership in Retail Media. Our focus is on scaling rapidly in our existing nine markets, with particular emphasis on BENELUX, Italy, France, Poland, and Spain.

Also, our product portfolio is set to expand significantly. We plan to launch an on-site video solution that will empower brands to tell their stories more compellingly right at the point of sale. At the same time, we are planning our off-site expertise - to bring retail media into our stores as well - of course in a fully comprehensive omnichannel approach. Our goal is clear: to deliver a robust, full-funnel offering that meets the evolving needs of our clients.

Looking ahead, we are ready to capitalize on the era of strategic partnerships. We are actively pursuing exciting collaborations within the ad tech and advertising ecosystem that will further enhance our capabilities and drive innovation. The next few years will be transformative, and we are ready to lead the way.

Find out more about our Retail Media unit, DOUGLAS Marketing Solutions