Tony Rogers shares how an unconventional approach to building a retail media network can positively reshape the path from shopper insight to retail growth, and how reimagining collaboration between marketers and retail media teams can help businesses unify channel experiences and drive loyalty.
Hear how Dollar General’s innovative approach to shopper engagement, brand collaborations and digital commerce can help reengineer omnichannel journeys to better align investment, technology and customer needs for stronger business momentum.
What happens when a retailer builds its omnichannel marketing and retail media strategy in reverse?
In this episode, Tony Rogers, SVP and CMO at Dollar General, shares how the company took an outside-in path to omnichannel growth—building its retail media network offsite and audience-first, before launching an e-commerce business.
Tony explains how an innovative approach that integrates marketing, digital commerce and retail media can help retailers better connect customer needs, advertiser investment and enterprise priorities around shared business goals. He notes how that thinking can also enable teams to respond more quickly to advertiser feedback and advance technology priorities.
He emphasizes that challenging conventional assumptions about how retail media networks should be built can drive incremental reach, business growth and customer loyalty. For marketing and retail leaders, this episode offers a practical case study in rethinking the usual playbook: starting with audience and purpose, organizing around the customer journey, and harnessing the powerful collaboration of marketing and retail media to enable channel growth and deepen loyalty.
In this episode, you’ll hear about:
[01:55] A recent golfing snafu
[03:05] Tony’s path to Dollar General
[07:50] Dollar General’s delivery launch
[10:55] Scaling e-commerce operations
[13:25] A different kind of retail media network
[16:45] Past experience that defines you: An impactful family funeral
[19:10] Advice to your younger self: Do less people-pleasing
[21:00] A topic you're trying to learn more about: AI-driven personalization
[24:11] Latest curiosities: Overcoming divisiveness
[26:33] Largest potential threat: Only focusing on marketing in the short-term
[28:30] What AI cannot do: Human empathy
About the show
Alan B. Hart, Deloitte Digital marketer and marketing adviser to companies around the world, leads in-depth conversations with influential chief marketing officers (CMOs) and dynamic business leaders. Marketing Beyond breaks the mold of standard marketing podcasts as Alan and his guests uncover the strategies, insights, and advice that shape exceptional brands, marketing campaigns, and business turnarounds. Discover the personal experiences and compelling stories of these marketing and business leaders, and unleash your potential.
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