How can retailers sell more retail media space to brands?

The gondola ends nobody asked for

Roberto runs a group of 60 neighbourhood supermarkets. Two years ago he installed digital screens at the checkouts and began selling the gondola ends in his biggest stores. The big brands buy flyer pages every month; they've always done so.

The screens and gondola ends sell badly. When he asks a brand's trade marketer, she says she didn't know they existed. They aren't in the price list her key account manager receives. When she does want one, nobody can tell her the size, so she gives up and puts the budget into another chain where "it's simpler".

Roberto's competitors with large retail media networks have self-service platforms. He has a spreadsheet and a sales manager who is already full.

The business problem

Retail media is one of the fastest-growing revenue lines in retail, but most of it goes to the largest chains, which have the tools to package and sell it. Regional and specialist retailers have valuable spaces close to the shelf, but they're invisible to the brands and agencies that would buy them.

An unsold space earns nothing. A space that is hard to brief earns once and then gets dropped.

How does RMM make retail media inventory easy to buy?

• A catalogue of your spaces. Model your group, regions and stores. Publish each space with its spec, location and an example, physical or e-commerce.
• Visible to the brands you work with. Brands that list you as a client or prospect see your spaces in their library, ready to brief.
• Plan by period. Build schedules (flyer weeks, screen rotations), assign slots to brands as exclusive, domination or rotation, and see what's still free.
• Easy to brief means bought again. Because the spec, deadline and delivery are handled in one place, brands can come back without starting over.