This week, we're cutting through the retail media hype to examine its real-world execution in stores like Tesco and Sainsbury's. We'll also delve into the crucial distinctions of B2B marketing beyond just audience, using CPG examples. Finally, we'll explore how strategic placement missteps, like Lycamobile's, can damage brand perception.

Happy reading!

#1 Retail Media: The Hype Is Loud—But Is the Execution Delivering?

Retail media is having its moment.

Every retail exec on LinkedIn is talking about it. Analysts are predicting it’ll outpace TV in ad revenue. Brands are shifting budget into “point-of-purchase” influence like it’s a guaranteed ROI machine.

And on paper, it makes perfect sense:

• Capture shoppers at the point of decision

• Align media with shopper missions

• Connect online and offline journeys

But when I walk into my local Tesco or Sainsbury’s, I’m left wondering:
Is this really it?

What I See vs What We’re Sold

Let’s talk reality. In-store retail media is meant to be the final nudge that drives conversion. But here’s what I’m actually seeing on the ground:

❌ Floor vinyls no one notices
❌ Overhead banners completely detached from the aisle they float above
❌ Digital screens showing brand campaigns, not product context
❌ QR codes with zero incentive, no clear value

It’s not that the concept is flawed. It’s that the execution is lazy.

Shopper Missions: Great in Theory, But Lost in Aisles

Retailers and brands love to talk about shopper missions:

• The top-up trip

• The weekly shop

• The “grab something for dinner tonight” moment

And yes, these are real. But most retail media I see fails to speak to any of them.

Aisle-end signage promoting weekend BBQ deals in the middle of a Tuesday morning store run. Eye-level barkers pushing premium snacks in the baby food aisle.
Screens flashing generic brand sizzle reels rather than helping me solve what’s for dinner.

Where’s the relevance? The utility? The conversion trigger?

Why Execution Matters More Than Inventory

Retail media isn’t new.
Supermarkets have always had posters, shelf-edge labels, clip strips.

The opportunity today is to make these placements smarter, more dynamic, and more integrated into the shopping experience. But what’s actually happening is:

• Poor creative

• No measurement

• No real-time optimisation

• Little connection to ecommerce performance

It’s not about how many placements you sell to brands. It’s about what those placements do.

So, Is Retail Media Effective?

The potential is there - 100%.
But the reality, in most stores, is falling short.

✅ It’s effective if it aligns with shopper behaviour
✅ It’s effective if it offers genuine value or solves a problem
✅ It’s effective if it closes the loop between awareness and action

But if it’s just printed POS with a barcode and a brand logo?
That’s not retail media. That’s wallpaper.

What Needs to Change?

1. Think Mission, Not Message
   Build campaigns that support what people are there to do—not what brands want to say.

2. Bridge the Online-Offline Gap
   Link physical shelf media with digital triggers—email, app, loyalty, content.

3. Measure It Properly
   Track uplift. Track engagement. Don’t just count impressions.

4. Evolve Creative Expectations
   Stop repurposing your Instagram ad for a Tesco aisle. Design for the shelf. Design for the moment.

Final Word

Retail media isn’t broken — but execution is holding it back.

Until stores treat media as more than ad space and brands treat it as more than budget reallocation, it’ll continue to be a great idea let down by poor delivery.

I’ll keep watching. But right now?
It’s not living up to the LinkedIn hype.

#2 B2B Marketing: Same Foundations, Different Conversation

B2B marketing has been everywhere on LinkedIn this week. Everyone saying the same thing:

And they’re right — to a point.

But here’s what’s missing from the debate: B2B isn’t just a change in audience, it’s a change in objective.

Let’s take CPG and spirits brands as a practical example. You’re not just selling a product, you’re selling its role in someone else’s commercial success. That shift is everything.

Same Product, Two Very Different Messages

Let’s say you’re marketing a premium gin.

In B2C, the focus is on:

• Taste notes and botanicals

• Beautiful cocktails for the weekend

• Giftable bottles and seasonal moments

• Social proof (TikTok buzz, influencer drinks, etc.)

The goal? Drive desire and ultimately, purchase.

In B2B (think: bars, distributors, buyers), the message flips to:

• Reasons to stock: What’s trending in gin right now? What are customers asking for?

• Sales data: What’s the ROS? What does the sell-through look like in comparable accounts?

• Operational logic: Does this product work in volume service? Is it bartender-preferred?

• Channel fit: Will it lift the category or cannibalise existing lines?

The goal? Drive confidence and ultimately, listing.

B2B Needs a Commercial Lens, Not Just a Brand One

In B2B, you’re selling to someone who’s got limited shelf space, a sales target to hit, and a boss to answer to.

So while brand story matters, what matters more is:
✅ How you help them grow their business
✅ How your product outperforms the rest
✅ How easy it is to train staff and integrate

You’re not just selling the liquid. You’re selling:

• The category upside

• The trend relevance

• The profit per pour

• The reasons to believe from peers in trade

Where B2B Wins: Insight Over Emotion

B2C marketing is often about emotional storytelling. B2B needs to layer that with evidence, data and logic.

Yes, your brand identity matters. But what matters more is:

• “How many cocktails can I make from one bottle?”

• “Will it justify the price on a menu?”

• “Are other venues seeing success with it?”

You’re not just influencing the heart—you’re influencing P&L logic.

Bringing Both Worlds Together

The best B2B marketers in CPG know how to blend the storytelling of B2C with the commercial rigour of B2B.

That means:

• Trade decks that talk like marketers but land like salespeople

• Case studies over claims

• Category data that feels like opportunity, not overload

• A reason to care and a reason to act

Yes, B2B and B2C marketing share the same foundations—brand, message, positioning.
But the difference? What you’re asking the audience to do.

B2C = “Buy me.”
B2B = “Back me.”

Get that right, and suddenly your trade conversations won’t just open doors—
They’ll secure space on shelves and menus that matters.

#3 Strategic Marketing Missteps: When Placement Undermines Brand Perception

In marketing, where you position your brand speaks as loudly as how you present it. A misstep in placement can swiftly erode the brand equity painstakingly built over years.

Consider the case of Lycamobile, a telecommunications company known for offering affordable international calling services. Their strategy of distributing promotional cards in red telephone boxes across London inadvertently positioned their brand alongside explicit adult content, which often occupies the same space.​

This juxtaposition sent unintended messages:

• Perception of Quality: Sharing space with adult material can lead consumers to associate the brand with lower quality or questionable legitimacy.​

• Brand Image: The placement contradicted efforts to present Lycamobile as a trustworthy and family-friendly service.​

• Customer Trust: Consumers might question the brand's judgment and values, impacting their willingness to engage.​

While specific data on how this affected Lycamobile's financial performance isn't publicly detailed, such marketing oversights can lead to:​

• Decreased Customer Acquisition: Potential customers may be deterred by the negative associations.​

• Churn Among Existing Users: Current customers might seek alternatives if they feel the brand no longer aligns with their values.​

• Challenges in Partnerships: Other businesses may hesitate to collaborate, fearing reputational risks.​

This scenario underscores a critical marketing principle: Aligning brand placement with brand values is paramount. Even well-intentioned strategies can backfire if the context of the placement sends conflicting messages.

Key Takeaway: Always evaluate the environment where your marketing materials appear. Ensure that every touchpoint reflects and reinforces the brand image you aim to project.

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