March 14 , 2025 by Kees de Jong
Principal Consultant : AdTech / Media / Retail Media / Talent
Why Retailers Should Consider Specialist Consultants Over Traditional Management Consultancy Firms for Retail Media
Retail media is one of the most significant new revenue opportunities for retailers, yet many find themselves at a crossroads when deciding how to develop a robust strategy. Common wisdom suggests bringing in a large, traditional management consultancy firm because of their brand recognition and perceived “safety.” But the reality is that “what got you here, won’t get you there.” If you’re a retailer looking to build or scale a retail media business, specialist consultants—with deep domain expertise and a more agile, entrepreneurial approach—often deliver the tailored value you need.
1. You Don’t Know What You Don’t Know
Traditional consultancies can bring a wealth of knowledge across various verticals. But given how fast-moving and specialized retail media is, even reputable large firms may not grasp the critical nuances of data monetization, ad tech stacks, or the intricacies of partnering with brands. Remember: “you don’t know what you don’t know.” In a market that changes daily with new platforms, tech integrations, and consumer behaviors, it’s vital to have experts who live and breathe retail media and digital advertising ecosystems.
2. The Need for Agility—and Fresh Thinking
Building a successful retail media strategy involves setting up new processes, teams, and revenue models from scratch—or radically innovating existing ones. Traditional consultancies can get bogged down by internal hierarchies, standard templates, and layers of management approval. Specialists, on the other hand, bring a nimble, entrepreneurial spirit that helps retailers test, iterate, and pivot quickly to outpace competitors. In retail media, an approach that worked for standard e-commerce expansions in the past may not cut it today. What got you here definitely won’t get you there.
3. True Domain Expertise
Retail media calls for specific capabilities: ad-tech selection, yield optimization, advertiser relationships, and data-driven monetization. Many specialist firms boast professionals who’ve walked the walk, helping retailers build and scale media businesses. Larger, more generalist firms—while experienced in broad strategy—risk providing frameworks that don’t address the finer points of establishing a lucrative retail media network.
4. The “Insurance” Dilemma
There is a common notion that hiring a big, well-known consultancy firm offers “insurance” or “security” in the eyes of your board or senior leadership. The executive advocating for both the consulting engagement and the retail media project may feel safer with a globally recognized brand on the cover of the proposal. This dynamic can overshadow the reality that the real risk is launching a retail media initiative without the depth of focus and specialized skill required. Sometimes, buying the brand name means you miss the opportunity to push boundaries and adopt the most effective strategies for this emerging space.
5. Better ROI and Focus
Traditional consultancies often come with high overhead costs and large teams, which may not align well with the iterative, test-and-learn phases crucial for launching a retail media venture. Boutique or specialist consultancies can typically zero in on the most critical growth levers, ensuring you get a more focused and cost-effective return on your consulting investment.
The Bottom Line
When it comes to building a retail media business, staying on the cutting edge matters. Specialists bring dedicated expertise, faster delivery cycles, and a willingness to challenge traditional thinking, rather than relying on the same old approaches. And while a high-profile firm may offer perceived safety from a governance or risk standpoint, the bigger danger is missing out on the right strategy altogether.
If you’re wrestling with the decision on which type of consultancy to bring on board, consider how quickly the retail media landscape is shifting—and how important it is to have a partner who truly understands its complexities. In a world where “you don’t know what you don’t know,” a specialized, forward-looking perspective can be the difference between simply launching a retail media network and building one that flourishes.
