Retail · MadTech · Supplier Monetization

Enterprise Retail Media Program Design for a Top-5 Global Membership Retailer

DataInc.ai architected a unified, enterprise-wide retail media program for a major membership retailer — establishing the data foundations, organizational model, and technology stack to attract and scale supplier-funded activation channels across omnichannel.

Retail MediaSupplier MonetizationMadTech3-Phase RoadmapOMS · Salesforce · Ad ServerOmnichannel

Strategic Objectives

Grow Topline Sales & Membership

Invest advertiser funds in working media that directly drives topline sales growth and increases membership income — making supplier budgets work harder for the retailer's core business goals.

Reinvest Profits in Member Value

Channel retail media profits back into member experiences — sustaining the loyalty flywheel by ensuring monetization directly benefits the membership model and reinforces the core value proposition.

Improve Member Loyalty

Deliver meaningful, relevant communication through supplier-funded advertising — improving loyalty by ensuring member ad experiences are valuable and contextually appropriate, not just monetized.

The retail media program is designed around a self-reinforcing growth flywheel — each investment in supplier-funded media compounds into the next phase of member acquisition, loyalty, and sales growth.

Grow Traffic

Supplier-funded awareness and consideration campaigns drive incremental member traffic to physical and digital channels

Drive Awareness & Consideration

Targeted media delivers relevant brand and product messaging to high-intent members at the right moment

Acquisition & Upgrade

Loyalty upgrades and new member acquisition are fueled by conversion-focused supplier campaigns

Loyalty & Upgrade Loop

Reinvested media profits enhance member value, deepening loyalty and restarting the flywheel at greater scale

Grow
TrafficAcquisition
& UpgradeLoyalty &
UpgradeAwareness &
Consideration

GROWTH
FLYWHEEL

↻ Self-reinforcing

Retail Media Growth Plan — 3-Phase Roadmap

2-3 Year Program

Phase 0 · H1 FY24

Assess & Design

Foundation

Audit existing high-value revenue streams

Map Costco Data Foundations

Define The Costco Way principles

Omnichannel solution architecture

Phase 1 · H2 FY24 ← Active

Test & Showcase

4 Pillars

Org readiness & governance

Hire 3 Growth Managers

Campaign management tooling

Measurement architecture

Phase 2 · FY25

Talent & Tool Expansion

Scale

Expand Growth Manager team

Full OMS + Salesforce rollout

Offsite media activation

Supplier scorecard at scale

Phase 3 · FY26

Scale & Iterate

Optimize

Monetization optimization

Email & ad performance at scale

Omnichannel measurement

Advanced attribution models

Phase 1 Deep-Dive — 4 Pillars

Org Readiness

Retail Media BizMo

Launch to overcome barriers and drive enterprise-wide alignment

Governance & Strategy

Establish channel strategy and data & reporting platform

Cross-functional buy-in

Leaders from Merchandising, Marketing, IT/Data, eCommerce, Legal

Resources

3 Net New Growth Managers

Dedicated retail media team additions (Net New TEs)

New Ways of Working

Protocols for buyers, suppliers, and channel owners

Account Management

Go-forward supplier protocols to facilitate rapid expansion

Tools

Campaign Management

Implement holistic sales and campaign management software

Order-to-Cash Automation

Streamline OTC process replacing manual data entry

Supplier Scorecard

Unified funding scorecard for stakeholder transparency

Tech

Ad Performance Measurement

Holistic onsite and email ad performance tracking

Omnichannel Architecture

Discovery and architecture for omnichannel performance

Offsite Media

Test and learn new offsite media solutions and activation

Growth Manager Operating Model

During Phase 1, DataInc.ai established 3 net new Growth Manager roles — embedded in the retail media team as a direct support and growth driver for buyers and suppliers, operating horizontally across all pay-to-play activation channels.

Buying TeamDept. Strategy

→Direction: Provides guidance on department strategy and priorities for retail media execution

→Approvals: Reviews and approves media feedback for supplier campaigns

→Access: Connects Growth Manager with key supplier contacts within their category

Assigned SuppliersBrand & Agency

→Brand Direction: Provides brand strategy, priorities, and campaign briefs

→Assets & Specs: Produces briefs, creative assets, and campaign-specific materials

→Agency Link: Connects Growth Manager with agency and brand contacts

Growth Manager — Core ResponsibilitiesStrategic Investment Planning Across All Channels

→Thought Leadership: Drives use of supplier-funded marketing to grow department traffic, penetration, and sales

→Full Campaign Lifecycle: Manages briefing, RFP requests to agencies, and end-to-end campaign execution

→Supplier Meetings: Joins and represents retail media in supplier and buying team sessions

→Spend Transparency: Keeps buyers informed on supplier campaigns, spend vs. commitment

→Admin & Ops: Handles media-related tasks — onboarding, seed collection, billing — relieving buying teams

→Channel Reporting: Tracks supplier funding gaps, run-through rates, and manages agency relationships

Channel Coverage Matrix

Channel

Merch.

Promotions

eCommerce

Digital

Marketing

Endcaps / MVMs

✓

—

Instant Savings / Loyalty Offers

—

✓

—

Display Advertising

—

✓

—

CTV / Online Video

—

✓

Digital Merchandising

—

✓

—

Data Collaboration / Clean Room

—

✓

Technology Stack — MadTech Architecture

All stakeholders use the OMS as the primary interface for the order-to-cash process, with native integrations across Salesforce, Ad Servers, and enterprise tools — synergizing existing processes with best-in-class software.

Demand & Sales

Salesforce CRM — Account & proposal management

Order Management System (OMS) — Central workflow hub

Demand Platform — Programmatic activation

Owned & Operated Supply

Ad Server — Onsite display & email delivery

CTV / Online Video — Connected TV activation

Digital Merch — Sponsored products & search

Data & Audiences

First-party audience platform — Member segments

Clean room — Privacy-safe data collaboration

Attribution & reporting — Closed-loop measurement

Third-Party Supply

Offsite display & social — Programmatic extension

DSP integrations — DV360, TTD, Amazon DSP

Publisher network — Contextual media buys

Measurement & Reporting

Supplier scorecard — Unified funding transparency

Campaign performance — Holistic ROI dashboard

Financial reporting — Billing, invoicing, reconciliation

Omnichannel Performance

In-store + digital attribution — Closed-loop sales lift

Membership analytics — Acquisition & upgrade tracking

MMM inputs — Incremental contribution modeling

Expected Program Impact

Net new Growth Manager roles standing up the retail media capability in Phase 1

Omnichannel activation surfaces — from endcaps to CTV to programmatic offsite

2–3yr

Phased roadmap from Assess & Design through full Scale & Iterate maturity

1 OMS

Unified order-to-cash hub replacing manual data entry across all stakeholders

Enterprise-wide retail media BizMo established — breaking down silos across Merchandising, Marketing, IT/Data, and Legal

Supplier-funded activation channels scaled with a single point of contact model, improving buyer and supplier experience

Order-to-cash process automated end-to-end via OMS + Salesforce, eliminating manual data entry across the campaign lifecycle

Unified supplier funding scorecard launched — bringing transparency to commitment vs. spend across all channels and categories

Omnichannel measurement architecture designed to connect onsite, offsite, in-store, and email performance into a single attribution model

MadTech stack (MarTech + AdTech) integrated to unlock more value as omnichannel solutions increase in breadth and depth

About DataInc.ai

DataInc.ai is the marketing data reliability platform built for enterprise teams with $5M+ in annual media spend. We monitor measurement pipelines across connectors, mapping, taxonomy, observability, and alerting — eliminating data risk before it impacts decisions.

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Proprietary & Confidential · Retail Practice · 2025