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The CPG Guys are joined in this episode by Parbinder Dhariwal, VP & GM of CVS Media Exchange, the Retail Media arm of CVS Health which helps brands harness The power of the everyday purchase.
Follow Parbinder Dhariwal on LinkedIn at: https://www.linkedin.com/in/parbinderdhariwal/
Follow CVS Media Exchange on LinkedIn at: https://www.linkedin.com/company/cvsmediaexchange/
Follow CVS Media Exchange online at: https://www.cvsmediaexchange.com/
Parbinder answers these questions:
1) Would you walk us through some of the key professional roles you’ve held that have shaped your journey to where you are now leading the commercial activities of retail media at CVS Health?
2) Would you please help dimensionalize the audience that CVS Media Exchange is reaching, and any key metrics associated with each and frequency of purchasing plus any behavioral segmentation capabilities that advertisers find appealing.
3) CVS Health has entered a crowded channel with a major drug channel competitor and numerous omnichannel retailers with more developed retail media offerings. What do you see as being some of the reasons that brands should be looking to CVS Media Exchange as a meaningful place to invest their advertising dollars?
4) You mentioned 4 million store visits each day. How is CVS Health leveraging its large physical store presence to enhance the impact of its retail media initiatives?
5) Would you please walk us through the core investment offerings of CVS Media Exchange, on-site, offsite and in-store, making mention of any strategic partnerships that are enabling these capabilities?
6) How does retail media at CVS complement the work that is being done through your ExtraCare customer loyalty program, delivering an integrated customer experience?
7) Increasingly, performance measurement in retail media is what attracts brand investment. How is CVS Media Exchange enabling brands to measure performance and do you have any case studies to showcase how brands are growing through your platform?
8) What are some of the emerging capabilities of interest to you in retail media and where are you focusing your efforts to address the needs of brand advertisers considering CVS Media Exchange as a productive channel?
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VP/GM - CVS Media Exchange
Parbinder Dhariwal (Parbs) is Vice President and leader of the CVS Media Exchange (CMX), the retail media network division of CVS Health. In this role, Parbs develops and implements the strategy to significantly grow CMX. Parbs joined CVS from Walmart Connect where he led their retail media network for the Health, Wellness, Beauty, and Personal Care categories. Prior to Walmart, Parbs spent his career building world-class teams for a number of leading media companies.
