What it Takes to Move Retail Media Offsite — Mark Sluzinski, BJ's Media Edge

BJ’s Media Edge has spent five years building its retail media business largely through owned-and-operated channels. Now the network is preparing to expand offsite, make its member data more accessible to advertisers, and give suppliers more flexibility in how they buy. Mark Sluzinski, Director of Commercial Planning and Delivery at BJ’s Media Edge, joins Tom Limongello and Todd Sawicki to discuss supplier collaboration, managed and self-serve buying, joint business planning, incrementality testing, and the pressure brands face when competing for limited shelf space in a warehouse club. Mark explains how BJ’s is developing its incrementality methodology internally and using BJ’s-funded media to validate its approach with suppliers. The conversation also covers the role coupons play in the BJ’s shopping experience, including a sponsored format that allows suppliers to boost relevant offers within the coupon listing. IN THIS EPISODE How BJ’s used $1.99 gas to attract attention during its Texas expansion Why suppliers have been pushing BJ’s Media Edge to move offsite Using membership data to build and activate audiences Developing incrementality testing internallyInvesting BJ’s funds to validate measurement with suppliers Why limited club-store assortment raises the stakes for brands Balancing managed service and self-serve buyingHow merchants and retail media teams collaborate around coupons Applying the sponsored-product model to personalized coupon listings CHAPTERS 00:00 BJ’s Wholesale Club and BJ’s Media Edge 08:45 Texas Gas Price Splash 10:49 BJ’s Offsite Shift 12:00 Member Data and Audience Strategy 12:46 Supplier Partnerships and Roadmap 16:12 Incrementality Testing 17:34 Joint Business Planning 18:45 Club Economics and SKU Pressure 21:37 Managed Service vs. Self-Serve 24:57 Merchants and Coupon Strategy 30:12 Sponsored Coupons 33:27 What Comes Next ABOUT THE GUEST Mark Sluzinski is Director of Commercial Planning and Delivery at BJ’s Media Edge. He oversees strategy, sales, and advertising offerings for the retail media program.