Founder & CEO of MikMak, eCommerce enablement and analytics platform for multi-channel brands
MikMak is in The Wall Street Journal talking about the implications of the Kroger-Albertsons merger’s dissolution on retail media. Do you agree with our hot-take below? "In the wake of the merger’s dissolution, Kroger will struggle to achieve growth rates necessary to compete with the largest retail media sellers, said Rachel Tipograph, founder and CEO of e-commerce software company MikMak. “What does this all mean for Kroger and Albertsons? They begin to lose leverage around scale in a world where the delta between Amazon, Walmart and Instacart and everyone else is just getting wider,” Tipograph said. Consumer packaged goods brands that regularly sell to Kroger and Albertsons shoppers will continue advertising with both companies, said Tipograph. But the deal would have allowed for a more compelling pitch to so-called nonendemic brands, such as automakers, that don’t sell products in Kroger and Albertsons stores by streamlining the sales process and significantly increasing the amount of data the combined company could provide to advertisers, said Tipograph. The number of retailers that have launched their own media networks in recent years has overwhelmed ad buyers, who generally commit ad dollars to the largest players with the most advanced technology offerings, Tipograph said." Read on: https://lnkd.in/gshwNtSM
David Beck
3mo
Nice take. Agreed that it likely makes it less attractive for non-endemics to deploy dollars with either (vs a combined/scaled entity)
Chief Executive Officer SC Johnson Lifestyle Brands
3mospot on Rachel Tipograph