Retail Media Cannibalization

@Ulta Beauty your retail media business is exploding. But I know your DTC traffic is cannibalizing store sales. You're competing with yourself.

You see this in the metrics. Digital ROAS looks amazing. Store margins look flat. That's not a coincidence. That's cannibalization masked as growth.

When I took over omnichannel for a $300M retailer. We found 47% of digital sales were customers who would've bought in stores anyway. We rebuilt attribution to measure incrementality. Not just credit.

Your digital team chases ROAS. Your retail team protects store P&L. The CFO sees the same number twice. Everyone optimizes for their silo. Nobody optimizes for the whole.

The Omni-Attribution Framework:

1. Test against holdouts. Measure actual lift. Not just claimed impact.
2. Track new-to-file separately. That's your true incremental contribution.
3. Coordinate promotions across channels. Don't race to the bottom.
4. Build channel-specific journeys. Digital for discovery. Store for experience.
5. Profit attribution by customer. Not by channel.

We're building true omnichannel measurement together. Not as theory. As practice that's scaled to IPO. You and I fixing what's broken.

What's your retail media incrementality? Have you measured?

See our omni approach at clondikeppc.online.