Retail media continues to evolve beyond on-site placements and in-app visibility. As retailers look to scale supplier collaboration and monetisation, the focus is shifting toward channels that combine reach, relevance, and measurable outcomes.
Email, when powered by loyalty data and executed inside the loyalty platform, becomes exactly that.
Rather than acting as a standalone advertising channel, Email extends existing retail media capabilities into the inbox — giving retailers a high-value, high-reach way to activate supplier-funded campaigns while staying closely connected to customer relevance and loyalty mechanics.
Email offers something many retail media channels struggle to balance: scale and precision.
When Email is executed using loyalty-driven segmentation, supplier-funded placements are delivered to members based on real customer behaviour, preferences, and engagement — not broad assumptions.
Sponsored product highlights, category activations, and targeted brand campaigns can be aligned to the audiences most likely to respond, increasing both customer value and supplier ROI.
With Email powered by loyalty data, retailers can activate supplier campaigns using the same segmentation logic that already drives loyalty and promotions. This ensures that sponsored placements reach the right members at the right moment, and that performance can be measured against concrete customer behaviour such as offer activation, participation, or incremental spend.
Because Email lives inside the loyalty platform, these placements are not isolated messages. They are contextual touchpoints connected to ongoing loyalty activity.
The real strength of Email as a retail media channel lies in its ability to move customers from exposure to action.
Supplier-funded email placements can be linked directly to:
This creates a closed-loop model where communication doesn’t end with visibility. Instead, it drives activation encouraging members to engage with offers, participate in campaigns, and convert in-store or online.
For suppliers, this means campaigns that go beyond impressions. For retailers, it means retail media that directly supports loyalty engagement and measurable performance.
Traditional advertising layers often sit outside the loyalty ecosystem, making it difficult to connect spend to outcomes.
Email becomes a performance-driven retail media channel rather than a generic sponsorship format.
Because Email is executed inside the same platform where loyalty and promotions are managed, supplier campaigns are easier to activate and scale.
There is no need to coordinate across separate advertising systems or manually align data and execution. Retail media placements can be planned, targeted, and launched as part of existing campaign workflows; reducing complexity for marketing teams while accelerating time to market for suppliers.
This simplicity makes Email an execution-ready extension of retail media, not an additional layer to manage.
Email strengthens retail media by expanding its reach beyond owned digital environments while preserving the precision of first-party data.
By combining loyalty-driven segmentation, direct links to offers and rewards, and closed-loop measurement, Email enables retailers to deliver supplier-funded campaigns that feel relevant to customers and valuable to brands.
Rather than introducing a new advertising channel, Email extends what retail media already does best — connecting brands, customers, and measurable outcomes through loyalty
