Behind the scenes of the retail paradigm feat. Kroger's Michael Schuh

People of Programmatic

Consumers’ shopping behaviors and habits have rapidly evolved, and the change has accelerated in recent years. The retail paradigm is evolving too, and with it ecommerce and relevant media platforms and strategies. In episode 9, Brittny Schoeneman, Director of U.S. Programmatic Commerce Solutions at Xaxis, interviews Michael Schuh, VP for Media Strategy at Kroger Precision Marketing, about how a large retail company is responding to and leading the trends.

In This Episode, We Discuss

• What’s changed in consumer behavior, including results of a new research report on changes in shopping behaviors and habits, accelerated by the Covid-19 pandemic.
• How retail and advertising platforms are merging into a holistic retail media approach.
• How first-party data from retail media companies is affecting media strategies and leading to more effective outcomes.
• How search is changing, from search engines to retail sites.
• The future for retail media.

LEARN MORE, REACH OUT & FOLLOW UP:

• “The Retail Paradigm: The Evolution of Consumer Shopping” (research report Part 1)
• "The Retail Paradigm:How brands are investing in the new era of shopping" (research report Part 2)
• Kroger Precision Marketing
• Xaxis on Twitter

About the Host

Brittny Schoeneman is the Director of Programmatic Commerce Solutions in the U.S. for Xaxis and has been a part of the GroupM family for the past 6+ years, servicing a number of clients’ programmatic strategies and investments. Brittny is the dedicated subject matter expert for commerce within the organization, working collaboratively with GroupM agencies, clients and leadership teams to identify growth opportunities and further develop Xaxis’ retail media product solutions.
About the Guest

As Vice President of Media Strategy, Michael Schuh and his team develop retail media products across Kroger’s onsite and off-site channels to drive measurable business impact for advertisers. His responsibilities include leading the overall media product strategy including technical, content, commercial and partnership considerations.

Kroger digital properties and offsite partnerships are evolving rapidly, set the pace for retail media, and present a tremendous opportunity for brands to engage with digitally active customers at the point of purchase. Michael is accountable for ensuring Kroger, consumer packaged goods companies and media agencies have a robust, high-impact product mix to execute advertising plans.

Prior to his current role, Michael spent three years working closely with global retailers at dunnhumby as a product manager across a suite of pricing and promotions software. Prior to 84.51°/dunnhumby, Michael spent two years at Booz Allen Hamilton as a senior consultant, working with public sector agencies to streamline their data and reporting assets.

Michael has a BS in systems engineering from the University of Virginia.

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In every episode, our “People of Programmatic” podcast introduces you to the achievers who bring programmatic advertising to life. Find us on Twitter (@xaxistweets) and LinkedIn, or feel free to contact us through our website.