GUEST POST: Closing the gap between loyalty and retail media

▤ Summary

This article argues that retailers should connect loyalty programs and retail media more closely instead of managing them as separate functions. It explains that loyalty data can improve targeting and measurement, while retail media can help monetize customer insights. The piece also warns that short-term ad revenue can undermine trust if retailers optimize only for monetization. It recommends using loyalty to create a clearer value exchange with more relevant offers and campaigns. The article concludes that retailers need a durable, identity-led view of customer value to grow both loyalty and retail media.

▦ Linked Companies

Epsilon

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