Retail Media in 2026: What Shoppers Actually Want | Michael Schuh, dunnhumby

This episode is a paid partnership with dunnhumby.

What do shoppers actually want from retail media?

Read the full research here:

https://resources.dunnhumby.com/retail-media-report-2026/

That’s the question at the centre of this week’s episode of The Retail Podcast, where I sit down with Michael Schuh, Global Head of Media at dunnhumby.

There’s a lot of noise in retail media right now. A lot of talk about networks, monetisation, adtech stacks and measurement. But this conversation goes somewhere more useful: back to the shopper.

Built around dunnhumby’s latest research, we get into what customers are really saying about trust, relevance, personalization, savings, and why so much of the industry still feels upside down when it comes to in-store media.

A few things that stood out:

shoppers are open to sharing data, but only when the value is obvious

personalization works best when it reflects actual behaviour, not lazy assumptions

savings and relevance still matter enormously

if most engagement still happens in-store, why is so little media investment going there?

Michael brings the data. I try to bring the questions retail leaders are already asking behind closed doors.

If you work in retail, grocery, shopper marketing, media, loyalty or digital transformation, this is well worth your time.

If you enjoy the episode, subscribe to The Retail Podcast for more conversations with the people shaping the future of retail.

#RetailMedia #RetailMediaNetworks #Retail #GroceryRetail #dunnhumby #Personalization #ShopperMarketing #RetailInnovation #CommerceMedia #InStoreMedia

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