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How Tesco and Superdrug are tackling retail media's biggest challenges

Retail media is as hot a topic as ever. Alongside the clear opportunities, however, there remain hurdles to unlocking its full potential. Expert contributors to Econsultancy’s 2025 retail media trends round-up identified first-party data, scaling the in-store proposition, and connecting the dots across channels as some of the major themes and challenges facing retailers this year.

Speaking at Retail Week x The Grocer Live 2025, Tash Whitmey, Managing Director, Tesco Media and Insight Platform at Tesco and Paul Stafford, Head of Retail Media at Superdrug, spoke about how their respective brands are tackling these issues.

They discussed omnichannel strategies, the shift away from ROAS to brand metrics, and what it takes to create a great experience for both customers and advertisers.
 
ecommerce
65% of executives expect the use of AI to drive growth in 2025

In partnership with Adobe

Adobe’s latest AI and Digital Trends Report, produced in partnership with Econsultancy, suggests that 2025 is the year where executives expect generative AI to truly transform how brands operate.

Based on a global survey of 3,400 executives and 8,301 consumers, the report provides a deep dive into how businesses and consumers view AI’s role in shaping the next era of digital experiences – from improving ways of working to meeting expectations around personalisation to the emergence of virtual shopping assistants.

However, the road ahead isn’t without its hurdles. Data silos, the need for transparency, and moving projects beyond the experimental phase all stand in the way of unlocking generative AI’s potential.
 
Latest
 
Featured Report
Launching successful retail media campaigns

In order to maximise the impact of retail media campaigns, an omnichannel approach is essential. This enables campaigns, activity and customer experiences to be joined up across a brand’s channels, and for the most appropriate ad formats to be selected to reach customers at the right points in the customer journey.

Learn about omnichannel retail media, options for ad formats, and executing and optimising campaigns in this insightful guide.
More report downloads
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The Marketing Capability Leaders Forum

June 12th, Waterloo, London, 9am GMT

At Econsultancy HQ, we’ll be hosting our Q2 meet-up for senior leaders in marketing and ecommerce. You’ll hear from a panel of marketing leaders as they reveal how they have navigated transformation, placing capability at the heart of their strategies.

Please note, the forum is invite-only, so registrations are subject to approval.
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