The CPG Guys

Targeting Shoppers by DIY Project with The Home Depot's Melanie Babcock-Brown

July 22, 2023 Peter V.S. Bond, Sri Rajagopalan & Bryan Gildenberg Season 1 Episode 302
The CPG Guys
Targeting Shoppers by DIY Project with The Home Depot's Melanie Babcock-Brown
Show Notes

The CPG Guys are joined in this episode by Melanie Babcock-Brown, VP of Retail Media+ and Monetization at The Home Depot, the world’s largest home improvement specialty retailer with over 2,200 stores.

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Melanie answers these questions:

1) What was your vision for Retail Media+ to enhance the customer experience of your shoppers? Is it designed to have relevance to individual shoppers, the contractors who likely represent your most valuable shoppers, or both?
2) What would you argue sets The Home Depot's retail media go-to-market strategy apart from its competitors? As part of your answer, would you provide some dimensions to your audience reach & frequency?
3) Please walk us through the onsite advertising solutions that RM+ offers to brands and what are the targeting and bidding capabilities?
4) Offsite advertising is increasing a desirable mechanism for brands to engage consumers further up the funnel. Would you share the key partnerships you have established with third parties to enable offsite targeted advertising?
5) How does The Home Depot ensure a seamless integration of retail media across its various channels and touchpoints and how does it contribute to joint business planning between brand advertisers and your category merchants?
6) How do you measure the performance of retail media campaigns at The Home Depot and are your methodologies consistent with what brands are requiring to shift legacy marketing budgets into your platform?
7) Can you share with us any success stories stemming from brand advertisers leveraging RM+ and what are the best-in-class recommendations you would make for brands to derive meaningful value from your platform?

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