Unlocking Mid-Funnel and Loyalty Program Opportunities in Retail Media Networks

In this episode of the Tap Into An Expert Podcast, host Eric Sheinkop sits down with Rick Ton, a renowned retail media strategist and former growth marketing leader at Meta, Sam’s Club/Walmart, Under Armour, and Walgreens, to explore how brands can unlock the full potential of mid-funnel retail media and loyalty programs.

Rick draws on over 15 years of experience to demystify the “mid-funnel,” explaining why this critical stage where shoppers are considering options but not yet ready to buy is often overlooked in favor of high-intent, bottom-funnel tactics. He shares actionable strategies for bridging the gap between awareness and purchase, including effective use of on-site display, shoppable video, and branded content to build brand preference and influence decision-making before a consumer is ready to convert.

Listeners will discover:

• Why mid-funnel strategies are underutilized and how brands can overcome measurement challenges with tools like clean rooms and incrementality testing.
• Proven mid-funnel tactics for launching new products, driving app installs, and moving high-value non-purchase actions that set the stage for long-term omnichannel success.
• The art of designing showcase promotions and basket offers that boost cart size, drive cross-category engagement, and foster shopper loyalty through tight collaboration across retail, media, and merchandising teams.
• How loyalty programs are powering the next evolution of retail media networks by providing rich first-party data that enables precise targeting, personalization, and closed-loop measurement.
• Real-world examples of how leading retailers are integrating loyalty data to deliver exclusive offers, improve match rates, and create seamless omnichannel experiences for both brands and shoppers.

Rick also tackles the biggest industry misconceptions, calling out the overreliance on last-click attribution and the urgent need for greater standardization in measurement and strategy. He offers a forward-looking perspective on how brands and retailers can co-own outcomes, harness loyalty data as a strategic asset, and prepare for the future of privacy-first, data-driven retail media.

Whether you are a brand marketer, retail media professional, or loyalty strategist, this episode is packed with expert insights and practical takeaways to help you maximize every stage of the retail media funnel and build lasting customer relationships.

Tune in to learn how to move beyond the basics, unlock new growth, and tap into the true power of mid-funnel retail media and loyalty programs with Rick Ton.

Credits

• Host: Eric Sheinkop
• Guest: Rick Ton
• Presented by The Desire Company
• Production services by Multitude

About The Show

Tap Into An Expert is your go-to podcast for unlocking the secrets of the Retail Media Network space. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.