Putting Members First: How Value Guides Costco’s Retail Media Vision
Update: 2025-10-14
Description
What happens when a retail giant puts member value at the center of its advertising strategy? In this episode, Emma sits down with Mark Williamson, Assistant Vice President of Retail Media at Costco Wholesale, to explore how Costco is building its retail media business without compromising on its core principle: delivering value to members. Mark shares insights from Costco’s journey, including the challenges and opportunities of unifying omnichannel data, the importance of identity fidelity, and why member trust outweighs short-term ad revenue.
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