Launched last week, Women in Retail Media (WIRM) aims to unite experts across retail media to foster diversity, inclusion, and growth. WIRM will supports professionals at all career stages—from seasoned experts to newcomers—through collaboration and shared opportunities. Ellie Prendergast, founder of Women in Retail Media, tells us more.

Retail media is taking the UK by storm, transforming the way brands connect with consumers. With the power of first-party data, e-commerce growth, and savvy retailers cashing in on their platforms, it's clear: retail media is the future. But it's not one-size-fits-all. From FMCG to home improvement, fashion, and even pubs – different industries are using retail media in unique ways.

What’s Retail Media?

Simply put, retail media is all about using a retailer's own assets – think websites, apps, loyalty programs, and even in-store experiences – to serve up hyper-targeted ads. Unlike old-school advertising, retail media zeroes in on real customer behaviours, making it the perfect tool for reaching consumers exactly when they’re ready to buy.

The best part? It’s growing fast. In fact, retail media is one of the hottest areas of digital advertising in the UK, with double-digit growth predicted for years to come.

How Different Sectors Are Using Retail Media

WIRM (Women in Retail Media) connects experts across the various industries, so we’ve rounded up a few to give you an overview.

  1. FMCG (Fast-Moving Consumer Goods) Brands like ASDA and Sainsbury’s are leading the charge in supermarkets, with Co-op driving the emerging convenience sector; using loyalty card data to serve hyper-targeted ads. Think sponsored product listings, in-store digital displays, and personalized promotions. The goal? Boost those small-but-mighty purchases that can make a huge impact on sales.
  2. Pubs and Hospitality Retail media in pubs? Yep, it’s happening. Chains like Stonegate Group and Greene King are using apps, digital screens, and QR codes to gather customer data and deliver personalized offers. The result? More in-venue engagement and extra sales for brands looking to target customers while they’re enjoying their time out.
  3. Home Improvement & Professional Trades It’s a less mature space but growing fast. Retailers like B&Q and Screwfix are turning customer data into gold, using content like how-to guides and video tutorials to inspire DIYers. Expect lots of cross-sell opportunities (paint + brushes = sales) and project-specific promotions.
  4. Fashion The fashion industry is super competitive, and retail media is helping brands like ASOS and Very stay ahead of the game. Think personalized ads based on browsing habits, seasonal trend promotions, and even integrating with social media platforms like Instagram and TikTok for a seamless shopping experience.

Why Retail Media Matters

In a nutshell, retail media is reshaping how brands engage with shoppers. Whether it’s the power of loyalty data in FMCG, creative content in home improvement, fashion-forward personalisation, or on-the-spot deals in pubs – this is one trend you can’t afford to ignore.

What Women in Retail Media (WIRM) can do for the industry

We’re a powerhouse of experts in Retail Media, united by a mission to foster diversity and inclusion across the industry. By bringing together all corners of retail media, we’re creating a dynamic community where professionals at every stage—whether you’re a seasoned pro, an up-and-comer, or just starting out—can thrive through collaboration and growth.

Join us, whether you’re here for personal growth, to support as an ally, or to tap into a network of retail media experts across the UK. Connect with us on LinkedIn!