A Modern Take on Retail Media with Drew Cashmore, Head of Strategy, Vantage

The Voice of Retail

In this episode of The Voice of Retail, Michael LeBlanc sits down with Drew Cashmore, a retail media pioneer whose career spans over 15 years, including roles at Walmart and Vantage. Drew discusses his journey from building Walmart Canada’s advertising business to spearheading Walmart Connect in the U.S., scaling it into a multi-billion-dollar retail media platform.

The conversation delves into retail media’s evolution—bridging traditional shopper marketing and sophisticated, data-driven advertising. Drew outlines how retail media connects vendors with customers through first-party data, enabling targeted, measurable campaigns that drive both sales and customer satisfaction. He distinguishes retail media from traditional Co-op dollars, noting a shift from basic flyer promotions to sophisticated advertising strategies tied to transactional data.

Challenges in the field include system fragmentation and the need for integrated platforms to unify operations and streamline vendor collaboration. Drew emphasizes the necessity of change management within retail organizations, ensuring alignment between marketing, merchandising, and store operations. He also identifies the potential for smaller retailers to enter the space through self-serve platforms, which Vantage helps facilitate.

Looking ahead, Drew foresees substantial growth for retail media, particularly in Canada, as advertisers reallocate budgets from traditional platforms to retail ecosystems. Vantage’s tools, powering platforms like Home Depot’s Orange Access, exemplify how technology can simplify campaign management, measurement, and vendor relationships.

As retail media evolves, Drew highlights collaboration among stakeholders as vital for maximizing ROI and creating customer-first ecosystems. His insights provide a roadmap for retailers of all sizes to capitalize on retail media’s growing influence, bridging technology, advertising, and retail strategies effectively.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.