Building a high-performing Retail Media plan for 2026 requires a methodical approach.

Whether your goal is to boost conversions, strengthen customer loyalty, or increase product visibility, every step counts.

That’s why we are sharing the key steps to effectively plan and activate your Retail Media strategy.

1.    Analyze past performance by reviewing the KPIs from the 2025 Retail Media campaigns, identifying successes and areas for improvement, and evaluating the most effective channels based on campaign objectives.

2.    Define and prioritize 2026 objectives by setting SMART goals for your brand (e.g., achieving +15% conversions for product X through Retail Media activation at Delhaize).

3.    Audiences and Retail Media channels : segment audiences aligned with objectives (non-buyers, high-buyers, lost buyers, etc.), determine the optimal Retail Media channel mix (online, in-store, CRM, etc.) based on past performance and opportunities, while allocating a portion of the budget for testing and optimization.

4.    Set the overall budget considering the synergy between an above-the-line strategy and Retail Media. Kantar studies in partnership with MMD highlight that this complementarity significantly increases brand consideration.

5.    Plan and allocate the budget for key periods, including promotions, seasonal events, and product launches, while tailoring the media strategy to each critical moment.

6.    Develop an operational roadmap aligning the right media/ marketing/ sales profiles, with clear milestones and timelines to ensure seamless collaboration across all specialized teams.

7.    Measure and monitor performance through robust tracking to ensure a holistic, long-term view on multiple waves and accurate linkage between exposure and impact.