Retail Media, Real ROI: How Building Material Brands Can Win in Big-Box Channels

Retail presence used to be the ultimate goal for many building materials brands. Get on the shelf at Home Depot, Lowe’s, or Walmart—and you’re golden. But today, as these retail giants invest heavily in their own media platforms, success at retail is about much more than shelf space.

And yet, 70% of marketers still aren’t seeing the connection between big retail media spend and in-store sales.

In this episode of Constructive Insights, Jen Candlish is joined by Jan Kelley’s Director of Media Strategy, Terri Cameron, and VP of Strategy, Kamila Karwowski, to dig into why building materials brands are struggling to see returns—and how they can fix it. Together, they unpack the evolution of retail media, the pitfalls of disjointed strategies, and what it really takes to turn those big investments into meaningful results.

“Big investments don’t necessarily mean big returns. Without an integrated strategy, many brands are hitting a performance ceiling.” – Jen Candlish

What You’ll Learn in This Episode:

• What retail media encompasses today—and why it matters more than ever
• Common mistakes brands make with retail investments
• How to turn your retail partners into long-term collaborators
• Five strategies to stretch your retail media dollars and drive performance
• Real client success stories (18x ROAS anyone?) and how they did it

What exactly is retail media in 2025?

Retail media used to mean a flyer in-store or a seasonal end-cap. Now it’s a full-fledged media ecosystem powered by massive datasets and advanced targeting. From Home Depot’s Orange Apron Media to Lowe’s Media Network, Walmart Connect, and even Menards and Canadian Tire, retailers are evolving into media publishers—offering ad inventory both onsite and across the web.

As Terri puts it:

“There are on-site placements like sponsored product ads and banners. Then you’ve got off-site targeting with social, display, and video using that incredible first-party data. Add in co-marketing campaigns, search ads tied to your SKUs, even ratings and reviews—and you’ve got a full marketing ecosystem to play in.”

But with all that opportunity comes complexity. And when strategies aren’t integrated into broader marketing efforts, dollars disappear—and brands get lost in the noise.

The biggest issue? Disconnected strategy.

One of the biggest reasons brands aren’t seeing the returns they want? They treat retail media as a standalone tactic.

“Too often we see retail media viewed in a silo—not as a connected piece of the broader marketing ecosystem.” – Kamila Karwowski

In reality, your retail presence should align with everything else you’re doing—from brand awareness campaigns to digital activations, sales enablement, trade show activity, and more. When retail is approached in isolation, it not only reduces effectiveness—it can also dilute your brand message across channels.

And for many brands, that disconnection shows up in key pain points:

• Lack of visibility into campaign performance
• Gaps in attribution and data
• Internal silos between sales, product, and marketing teams
• Creative that doesn’t reflect the unique needs of each retail audience
• A short-term mindset that overlooks long-term brand growth

“You are the champion of your brand. And it’s your job to make sure that every touchpoint—from shelf to screen—is aligned and driving toward your goals.” – Jen Candlish

5 ways to make your retail media dollars actually work for you

If you’re spending big but not seeing big results, you’re not alone. Here are five proven strategies from Terri and Kamila to help you take control of your retail partnerships and performance:

1. Create channel-specific creative (and messaging)

Every retail media network has its own structure, rules, and audiences. That means your creative can’t be one-size-fits-all.

“If your product is featured on a channel frequented by contractors, your message should be completely different than if it’s being seen by a DIY homeowner.” – Terri Cameron

Take time to understand the nuances of each platform. For example, what worked on Orange Apron Media in the U.S. might not apply in Canada. Tailoring your messaging ensures relevance—and better performance.

2. Leverage AI and analytics to fill data gaps

Measurement has long been a challenge in retail media. But new AI-powered tools are changing the game. By using predictive analytics and deeper funnel visibility, brands can now get clearer attribution and make smarter, faster decisions.

3. Never “set it and forget it”

Retail media is dynamic. If you’re not regularly monitoring performance, you’re likely wasting dollars. Reallocate budgets. Swap out creative. Adjust targeting. Analyze SKU-level performance. Optimization is ongoing—and essential.

“Retail media is not a ‘set-it-and-forget-it’ strategy. It needs the same attention and adaptation as any other performance channel.” – Terri Cameron

4. Co-create with retail partners—don’t just advertise

Want to do something innovative on the shelf? Start by building real partnerships with your retailers.

“Retailers know their platforms. You know your products. The magic happens when you collaborate, not just transact.” – Kamila Karwowski

5. Think full-funnel and long-term

Retail media isn’t just about driving a sale tomorrow. It’s about building preference, increasing brand equity, and growing share of shelf and mind. When you approach retail media as part of a long-term, omnichannel growth engine, that’s when it truly pays off.

Real examples, real results

From Aisle to Impact

One building materials brand working with Orange Apron Media saw inconsistent results—until Terri’s team took over. By aligning the campaign with brand strategy, optimizing creative daily, and tapping into the full platform suite, the result was:

• Generated over $12 million in revenue
• Achieved 18x ROAS
• A foundation of trust with the retailer that led to additional investments in new product lines

Retail Media in Full Colour

Another client—a paint brand—wanted to stand out in Walmart’s crowded paint aisle. Through collaboration with Walmart Connect, they leaned into audience insights and built creatives that emphasized ease-of-use and convenience.

“We didn’t just promote the paint. We made Walmart the destination for the project.” – Terri Cameron

The result?

• 645 million impressions
• 1.5 million new users to their website
• CPC and CPM goals significantly surpassed

Final thoughts: You don’t have to go it alone

Managing complex retail media partnerships can feel overwhelming. But the good news? You don’t have to do it all yourself.

“Some clients bring us in to manage everything—platforms, partners, performance. Others rely on us as strategic advisors who check in monthly and optimize alongside them.” – Terri Cameron

Regardless of your setup, the key is to have a strategy that’s aligned across teams, channels, and goals—and a partner who can help you execute.

What to do next

If your brand is already spending on retail media—or planning to—it’s time to ask:

• Are we optimizing our spend, or just checking a box?
• Are our marketing and sales teams aligned with retail strategy?
• Are we collaborating with our retailers, or simply renting space?
• Are we looking at short-term sales—or long-term brand equity?

If you’re unsure of any of the above, it might be time for a reset.

Let’s make your next retail campaign your best yet.

At Jan Kelley, we help building materials brands build omnichannel strategies that deliver real results—on the shelf and beyond.

? Ready to learn more? This guide lays out how to make your retail investment work harder, from smarter creative to media that supports the aisle and insights that go beyond impressions.

? Let’s talk. Connect with us on LinkedIn, and let’s unlock the full potential of your retail media strategy.