Pod: Kiri Masters on Agentic Shopping, Loyalty, and the Future of Retail Media Networks
From founding Bobsled Marketing to launching Retail Media Breakfast Club, Kiri Masters has seen the industry evolve. The big question: What does Agentic Commerce mean for RMN? Kiri has thoughts...
Kiri Masters has been at the forefront of retail media since the first Prime Day. An entrepreneur, author, and founder of Retail Media Breakfast Club, Kiri started her journey in retail media back in 2015 when she left banking to launch Bobsled Marketing, an Amazon-focused agency born in the early wave of e‑commerce acceleration. After growing and selling her agency to Acadia in 2022, she’s turned her focus to commentary, analysis, and connecting the dots in a rapidly changing retail landscape.
Listen/Watch Our Interview:
In this episode of Retailgentic, we dig into the economic foundations of retail media, from high-margin onsite ads to trade marketing, and explore how agentic shopping could disrupt them all. Kiri breaks down why loyalty programs might be one of the most defensible assets in this new era, and why some retailers, like Walmart, are embracing AI agents while others, like Amazon, are walling them off.
What We Cover:
Kiri’s path from banking to launching Bobsled Marketing
The launch of Retail Media Breakfast Club
Economic foundations of retail media (onsite, offsite, trade)
The threat of agentic shopping to retail media networks
Walmart vs. Amazon: Two strategies for AI agents
Loyalty programs as a competitive advantage
The future of retail media in an AI-driven world
If you want to understand the tensions between retailers, brands, agencies, and tech providers, and how AI could reshape those dynamics, this conversation is a must-listen.
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