How Personalization Drives Loyalty and Retail Media Success

In the article "The Secret Tech Sauce Behind Australian Retail Media Success" on IT Brief Asia, Jonathan Reeve, Vice President APAC at Eagle Eye, explores how personalized loyalty programs are transforming the effectiveness of retail media strategies across Australia.

Retailers like Woolworths, Metcash, and Wesfarmers are rapidly scaling their retail media operations by turning physical and digital assets—like in-store screens and websites—into monetizable ad platforms. What sets high-performing retailers apart, Reeve explains, is the use of loyalty programs to power these networks with real-time, first-party customer data.

Personalized loyalty allows for precise targeting, better campaign performance, and a stronger value exchange for shoppers. Real-time data enables retailers to optimize retail media campaigns on the fly, while AI-driven personalization ensures each offer or message is timely and relevant. Reeve points to Tesco’s Clubcard Challenges as a standout example, where AI-personalized incentives have led to record engagement and sales growth.

The takeaway: personalized loyalty isn't just a marketing tool—it’s the engine that drives successful, data-rich retail media strategies.

Read the full article on IT Brief Asia.