On this episode of The Garage podcast, hosts Dan and Evan are joined by two members of Meta’s creative team: Kiki Allen, retail entrepreneur, and Alicia LeBeouf, head of industry, retail and marketplace.
They explore the evolution of retail media in the grocery sector and discuss innovative strategies such as digital flyers and bundled advertising that increase consumer engagement.
“Records are such an opportunity, and I know it’s challenging to promote any new location that requires new creativity,” Allen says on the podcast. “Reels require the ability to speak the language of that location to get the delivery and performance you want in that space. That’s why we often talk about bikes and creators hand in hand, because they can be a production arm for you and help add to that creative process.”
They also talk about how the shift from clicks to seamless shopping experiences is transforming advertising and highlight the importance of creativity, collaboration and real-time data to drive business growth.
Main catering:
[15:20] Allen discusses the evolution of retail brokerage systems and the potential for innovative partnerships, particularly within the Meta ecosystem. She emphasizes the important role of platforms like Instagram and WhatsApp in increasing consumer engagement and facilitating transactions. As brands increasingly seek to meet consumers where they are, she emphasizes the importance of integrating AI technology to enhance discovery and streamline the shopping experience. This focus on efficiency and creativity positions retail media networks as key players in the future of commerce and encourages brands to leverage these tools to drive meaningful interactions and transactions within the retail space.
[35:18] LeBeouf discusses the journey of building a product ecosystem that caters to both large and small customers. The goal is to develop tools for everyone but adapt them to specific needs based on the size of the customer. Large companies have different requirements than smaller ones, so division is necessary. The early stages focused on basic tools, such as using Ads Manager, but as clients became more sophisticated, it became clear that they needed advanced features such as self-service options, metrics, and performance reports. LeBeouf emphasizes that while Meta’s current product suite is not fully developed, it is evolving. The company aims for an “integrated marketing approach” that supports companies of all sizes by addressing specific needs while integrating automation for smaller businesses.