{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Marketing UnLearned","title":"\"Beyond Monetisation\" - Alex Knapman of Halfords","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/50729503\"></iframe>","width":"100%","height":180,"duration":2577,"description":"In this Marketing Un:Learned conversation, retail media specialist Alex Knapman explores what happens when “free money” ad revenue collides with the realities of customer experience, brand identity and measurement.  Drawing on hands‑on work with grocers, discounters and Halfords, Alex shows how retail media forces marketers to unlearn old distinctions between online and in‑store, between segments and audiences, and between short‑term monetisation and long‑term brand health. What you’ll learn / relearnUnlearn the idea that retail media is simply a high‑margin bolt‑on and relearn how to start from first principles: are you optimising for monetisation, customer experience, incremental sales, or a deliberate mix of the three?Unlearn the reflex that “ads ruin CX” and relearn how relevant placements and funded content can actually outperform your “organic” merchandising and educationUnlearn channel‑first rollout plans and relearn identity‑first design: what does your brand stand for and what kind of ad experience coheres with thatUnlearn the online/in‑store divide and relearn how loyalty data, sensors and gaze mapping can make physical space more measurable and responsive than many marketers realiseUnlearn flat segmentation and relearn “audiences” as portable, privacy‑safe assets you can activate across TV, CTV and socialUnlearn simplistic, siloed metrics and relearn stitched‑together measurement that links in‑aisle attention, loyalty IDs and off‑site performance.Some ideas in this podcast...1. From “free money” to first‑principlesAlex argues you have to start with the fundamental question: are you launching retail media to monetise, to improve customer experience, to drive RSV (retail sales value), or some intentional combination of all three.That answer determines everything from how you design campaigns and products, to how you reinvest margin – whether in subsidised prices or new tech that improves the customer experience at a macro level.2. Unlearning “ads ruin...","thumbnail_url":"https://img.transistorcdn.com/2vYmJC6HmVzgBTjjUeghmfTKbE6GLhv9h0IgzdJ4Lrc/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80ZWNh/ZjRiYTg0NzZmODUy/NzE4MGQ1ZmFlMzhl/MmViYy53ZWJw.webp","thumbnail_width":300,"thumbnail_height":300}