Home Depot focuses on supplier experience in retail media revamp

In the evolving retail media landscape, Home Depot has adopted aunique approach, led by Melanie Babcock, Vice President of Orange Apron Media. Rather than primarily monetizing digital shelf space like many competitors, Babcock prioritizes suppliers—brands and manufacturers selling products within the retail chain. This supplier-centric strategy aims to enhance their experience and promote cohesion across various advertising channels. During her tenure, Babcock identified deficiencies in the technology stack supporting retail media operations, emphasizing a need for a seamless experience tailored to suppliers. By opting to own the majority of their technology, Home Depot sought to better align their media buying experience with suppliers’ service expectations. This innovative 'build vs buy' approach allowed for the creation of a cohesive platform that integrates on-site and off-site advertisements. Babcock also addressed longstanding challenges prevalent in the retail media industry, particularly concerning measurement inconsistencies faced by brands partnering with different retailers. Her insights indicate that, as retail media transitions from experimental phases to a crucial business element, a focus on measurement standardization becomes increasingly important while considering unique brand objectives. Ultimately, Home Depot's Orange Apron Media's supplier-focused initiative positions itself well for future challenges, demonstrating a commitment to supplier service as a core philosophy. As sisters in retail media, Home Depot continues to navigate and redefine standards for the industry's growth, driving performance improvements for both advertisers and customers alike.