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Retail Media: How can brands improve effectiveness across a fragmented retail media landscape?

Discover how better measurement, transparency and collaboration can turn investment in Retail Media into strategic impact.

English Exchange Community
When 13 November 2026
09:30 - 13:00
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Retail media is becoming an essential part of the media mix. Yet fragmented platforms, metrics and reporting standards make it difficult for brands to compare investments, demonstrate effectiveness and connect campaigns to wider business objectives.

Stefan Heijdra will provide an overview of the Benelux retail media landscape and explore how the market is evolving and where measurement fits into the broader picture. A critical challenge emerges: while retailers have more data than ever, advertisers struggle to extract actionable insights and prove true effectiveness across multiple platforms. We'll examine how leading brands are moving beyond siloed data and fragmented reporting to activate, optimize, and verify retail media performance across the full funnel. The session balances a strategic market perspective with concrete, actionable takeaways.

Nico Rijkhoff will examine how retail media can evolve from tactical sales activation into a strategic capability. He will cover developments in standardisation, data and measurement, auditing and independent verification, as well as the connection between retail media, brand building and business performance.

Participants will leave with a clearer view of the market and practical ideas for making retail media an integral part of their marketing and media mix.

Language

The session is conducted in English, the slides of the presentation are in English. Participants may engage in discussions in their preferred language.

Schedule

On Friday 13 November:
9:30 - 10:00

Welcome & introduction

10:00 - 11:00
Stefan Heijdra Lead E-commerce at Flywheel (Omnicom)

Stefan Heijdra

11:00 - 11:45
Nico Rijkhoff Director Marketing, Branding & Communications at bvA

Nico Rijkhoff

11:45 - 12:00

Discussion and Q&A

12:00 - 13:00

Networking with lunch

Speakers

  1. Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA
    Nico is an experienced marketing professional who leads the bvA Retail Media Taskforce. Working with bvA and UBA, he helps advance retail media for brands in the Netherlands and Belgium. He brings brands, retailers, agencies and partners together around transparency, standardisation and measurem...
    Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA

    Nico is an experienced marketing professional who leads the bvA Retail Media Taskforce. Working with bvA and UBA, he helps advance retail media for brands in the Netherlands and Belgium.

    He brings brands, retailers, agencies and partners together around transparency, standardisation and measurement, linking local needs with WFA Retail Media Taskforce insights and European advertiser associations while supporting retail media development in Poland.

    He believes progress starts with shared language, practical steps and open cooperation, helping brands make better choices and move the market forward.
  2. Stefan Heijdra

    Stefan Heijdra

    Lead E-commerce at Flywheel (Omnicom)
    Stefan works as Lead E-commerce at Flywheel. Together with a team of 16 Commerce and Retail Media experts, they support clients such as L'Oréal, Philips, SC Johnson, Logitech, and Dyson develop and execute their retail media strategy. A key focus of his work is demonstrating the impact of ...
    Stefan Heijdra

    Stefan Heijdra

    Lead E-commerce at Flywheel (Omnicom)

    Stefan works as Lead E-commerce at Flywheel. Together with a team of 16 Commerce and Retail Media experts, they support clients such as L'Oréal, Philips, SC Johnson, Logitech, and Dyson develop and execute their retail media strategy. A key focus of his work is demonstrating the impact of retail media on critical business KPIs such as sales and market share.

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Prices

UBA Exchange Communities are conducted in accordance with competition rules: discussions focus on best practices, trends and topics of general interest to the industry, and never on commercially sensitive information.

Participation is exclusively for UBA brand members and is included in the annual membership fee. Sharing experiences is at the heart of every Exchange Community.

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