About this episode

This episode features Kina Demirel discussing the success of retail media in Turkey and insights on integrated marketing strategies.

Retail Media Therapy's special episode is live from Istanbul with guest Kina Demirel, Managing Director, Mimeda Your host is Colin Lewis. Recorded live in Istanbul at Mimeda's studios ahead of a major retail media event hosted by Mimeda for 500 brand representatives – one of the largest retail media gatherings in Turkey. Kina Demirel has spent 30 years in retail, originally drawn to loyalty programmes while studying in the UK. On returning to Turkey she joined Migros, running their loyalty programme before expanding into marketing and media. Around 15 years ago, Migros began advertising to brands using customised segments from loyalty data – the precursor to what became Mimeda. Mimeda was founded four years ago as a standalone retail media company, spun out of Migros. It is the first retail media company in Turkey. Mimeda has grown from 10-15 people at launch to close to 100 employees. Key Insights & Takeaways: Hybrid shoppers are your most valuable customers. Consumers who shop both in-store and online have significantly larger basket sizes. Mimeda actively encourages brands to run campaigns across both environments. Integrated campaigns multiply effectiveness. Using a…

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