Retail media has become one of advertising's fastest-growing sectors—but what if the biggest opportunities lie beyond traditional retailers?
In this episode of Commerce Media Matters, Nick Morgan and Paul Blackburn sit down with media strategist and commerce media expert Alex Lawson to explore how the industry is evolving beyond its retail roots.
Drawing on more than 25 years of experience across agencies, publishers and retailers, Alex shares why physical stores remain one of the most valuable media assets available, how specialist businesses and non-traditional organisations are beginning to embrace commerce media, and where AI is genuinely creating commercial value beyond the hype.
From airlines and automotive to first-party data, measurement and commercial strategy, this conversation explores why commerce media is rapidly becoming much bigger than retail media alone.
In this episode, we discuss:
Why retail media is still widely misunderstood across ANZ.
Why physical stores continue to outperform expectations as powerful media environments.
How airlines, financial services and specialist businesses represent the next wave of commerce media.
The role trust, intent and customer relationships play in building successful commerce media businesses.
Why first-party data is becoming one of the industry's most valuable commercial assets.
How AI is transforming optimisation and measurement—not replacing commercial decision making.
Where Alex believes commerce media is heading over the next few years.
What you’ll learn from this episode:
Retail media is only the beginning: Alex explains why the industry's future extends well beyond traditional retailers, with organisations such as airlines, financial institutions and specialist businesses increasingly well positioned to become commerce media businesses in their own right.
Trust remains one of retail's greatest advantages: Consumers already trust retailers with their money, personal information and purchasing decisions. Alex argues that trusted environments create unique opportunities for brands to engage customers at moments of genuine commercial intent.
AI's biggest impact isn't where most people think: Rather than replacing marketers or shopping on consumers' behalf, Alex believes AI's greatest near-term value lies in real-time optimisation, measurement and decision making—helping businesses make smarter commercial choices faster.
Soundbites to listen out for:
Commerce Media's Next Growth Opportunity
“There's actually massive opportunity for that next level down of retailers who maybe can't or wouldn't invest to have their own operations and there's a play there. Back in that commerce media space, I think that's just the next ripe thing.”
Why Trust Is Retail's Biggest Advantage
“Retailers have this incredible trusted environment which a brand should feel really, incredibly safe to be in as well. When you've got an audience that's sitting there with a commercial mindset already engaged, because they're shopping already... Why as a brand would you not want [to be there]?”
Beyond The AI Hype – From Automation To Optimisation
“There are two things that certainly have the most potential value and payback within the retail media world. One of those is optimisation and the other one is measurement. … You couldn't do that without AI."
Why Buy-In Matters More Than Budgets
“You talk to store managers and they go, ‘I really don't understand this.’ And you say, ‘Well, here's the benefit back. Your store is now more profitable. You're selling more stuff and the media dollars are going up into the top of the company, which makes the company more stable and then you've got more chance of getting more staff and more investment.’”
Retail Media Creates Value After The Spend
"The bigger part is it's the benefit that that money has after the spending of it within the retail media side – that is the key.”
On How Results – Not Media – Change The Conversation
“Endemically, … not only are you bringing the value of the media there, because you're selling the media back to the supplier, but you're also selling results, which is good for everybody. And from a non-endemic perspective, it's this whole retail media is just for retail brands. And you're like, no, it's not. It's really, really past that.”
About the guest
Alex Lawson is a commercially focused media and marketing strategist with more than 25 years' experience across agencies, publishers, retailers and commercial media businesses. Throughout his career he has specialised in helping organisations build new revenue opportunities by combining commercial strategy with practical execution.
Most recently, Alex established The Media Practice, where he advises brands, retailers and agencies on retail media strategy, commercial marketing, media effectiveness and commerce growth. Prior to this, he held senior leadership roles at The Warehouse Group, helping shape one of New Zealand's leading retail media businesses through Market Media.
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