What if the most exciting breakthroughs in retail media are happening far from the spotlight of the industry’s biggest players? Right now, a new generation of challenger retail media networks is quietly rewriting the rules. These second and third tier RMNs are building powerful flywheels, capturing the imagination of brands, and connecting with shoppers in ways that even the giants are starting to notice. According to Insider Intelligence, there are now over 200 retail media networks in operation. Digiday reports that the vast majority, estimated at 180 to 190 or more, are considered second and third tier RMNs.

In this episode, host Eric Sheinkop sits down with Andrew Lipsman, a leading retail media analyst and author of the “Media, Ads and Commerce” Substack. Together, they dive deep into what it takes to build a high-velocity retail media flywheel, why content is the key to differentiation, and how challenger RMNs can seize this moment to leap ahead. If you want to understand where retail media is headed and how the underdogs can win, you are in the right place.

Andrew shares his expertise on:

• What defines a true challenger RMN and why this moment is pivotal for up-and-coming networks
• The retail media flywheel and how content now sits at the center for both leading and challenger RMNs
• Why high-quality video content is quickly becoming the new digital shelf for brands and retailers
• How challenger RMNs are using shoppable video, in-store digital, and interactive content to connect online and offline experiences, creating unique value for brands
• The biggest barriers to scaling rich content and how partnerships, innovation, and measurement can help RMNs deliver at scale
• The innovations and trends that will define the next wave of retail media and how challenger RMNs can future-proof their flywheel

Be sure to subscribe to Andrew’s “Media, Ads and Commerce” Substack for more insights, and follow him on LinkedIn for the latest in commerce, media, and advertising.

Tap Into An Expert: Where retail’s brightest minds share the strategies and stories shaping the future of commerce.

For more on Andrew Lipsman:

• Media Ads and Commerce Substack: mediaadsandcommerce.substack.com
• LinkedIn: linkedin.com/in/andrew-lipsman-10b2162

Credits

• Host: Eric Sheinkop
• Guest: Andrew Lipsman
• Presented by The Desire Company
• Production services by Multitude

About Tap Into An Expert

Tap Into An Expert is your go-to podcast for unlocking the secrets of Retail Media Networks, eCommerce, and omnichannel marketing. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

Omnichannel Advantage Unlocked: How Retail Media and eCommerce Leaders Drive Growth Through Smarter Metrics, Upskilling, and Accountability | Chris Perry of Firstmovr

Unlock the secrets to omnichannel marketing success in this episode of the Tap Into An Expert Podcast, featuring Chris Perry, Chief Learning Officer and Co-Founder of Firstmovr and a leading authority in retail media, omnichannel strategy, and digital shelf innovation. Host Eric Sheinkop sits down with Chris to explore how brands and retailers can bridge the gap between omnichannel ambition and real-world performance.

Listeners will discover why the principle “we are what we measure” is essential for driving behavior, aligning teams, and achieving measurable growth. Chris shares practical strategies and real-world examples on:

• Omnichannel measurement: Learn how the right metrics can drive incremental growth, increase revenue, and improve customer satisfaction.
• Education and upskilling: Find out why ongoing, role-based learning leads to higher profit margins and how organizations can empower their teams through continuous training.
• Accountability reimagined: Discover how to foster a culture where metrics are actionable, ownership is clear, and every team member contributes to results.
• Leading versus lagging indicators: Shift your focus to predictive, actionable KPIs that directly impact business outcomes.
• Digital shelf optimization: Explore mobile-first design, social proof, user-generated content, and contextual strategies that convert browsers into buyers.
• Omnichannel category management: Rethink category leadership to maximize trip missions, channel roles, and joint business plans, leveraging AI and analytics for smarter assortment and pricing.

Packed with actionable insights, expert perspectives, and strategies for real-world impact, this episode is a must-listen for marketers, brand leaders, and anyone navigating the evolving landscape of retail media, digital commerce, and omnichannel transformation. Whether you want to break down data silos, empower your team, or design metrics that matter, you will gain the tools and inspiration needed to drive measurable results.

Tune in to this episode Tap Into An Expert for expert insights on omnichannel marketing, retail media, digital shelf execution, measurement, KPIs, accountability, upskilling, customer journey, AI, machine learning, category management, shopper experience, mobile-first strategies, social proof, incremental growth, brand strategy, and commerce innovation.

Credits

• Host: Eric Sheinkop
• Guest: Chris Perry
• Presented by The Desire Company
• Production services by Multitude

About Tap Into An Expert

Tap Into An Expert is your go-to podcast for unlocking the secrets of Retail Media Networks, eCommerce, and omnichannel marketing. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

In this episode of the Tap Into An Expert Podcast, host Eric Sheinkop sits down with Rick Ton, a renowned retail media strategist and former growth marketing leader at Meta, Sam’s Club/Walmart, Under Armour, and Walgreens, to explore how brands can unlock the full potential of mid-funnel retail media and loyalty programs.

Rick draws on over 15 years of experience to demystify the “mid-funnel,” explaining why this critical stage where shoppers are considering options but not yet ready to buy is often overlooked in favor of high-intent, bottom-funnel tactics. He shares actionable strategies for bridging the gap between awareness and purchase, including effective use of on-site display, shoppable video, and branded content to build brand preference and influence decision-making before a consumer is ready to convert.

Listeners will discover:

• Why mid-funnel strategies are underutilized and how brands can overcome measurement challenges with tools like clean rooms and incrementality testing.
• Proven mid-funnel tactics for launching new products, driving app installs, and moving high-value non-purchase actions that set the stage for long-term omnichannel success.
• The art of designing showcase promotions and basket offers that boost cart size, drive cross-category engagement, and foster shopper loyalty through tight collaboration across retail, media, and merchandising teams.
• How loyalty programs are powering the next evolution of retail media networks by providing rich first-party data that enables precise targeting, personalization, and closed-loop measurement.
• Real-world examples of how leading retailers are integrating loyalty data to deliver exclusive offers, improve match rates, and create seamless omnichannel experiences for both brands and shoppers.

Rick also tackles the biggest industry misconceptions, calling out the overreliance on last-click attribution and the urgent need for greater standardization in measurement and strategy. He offers a forward-looking perspective on how brands and retailers can co-own outcomes, harness loyalty data as a strategic asset, and prepare for the future of privacy-first, data-driven retail media.

Whether you are a brand marketer, retail media professional, or loyalty strategist, this episode is packed with expert insights and practical takeaways to help you maximize every stage of the retail media funnel and build lasting customer relationships.

Tune in to learn how to move beyond the basics, unlock new growth, and tap into the true power of mid-funnel retail media and loyalty programs with Rick Ton.

Credits

• Host: Eric Sheinkop
• Guest: Rick Ton
• Presented by The Desire Company
• Production services by Multitude

About The Show

Tap Into An Expert is your go-to podcast for unlocking the secrets of the Retail Media Network space. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.