Driving Adoption of a Retail Media Operating Model Through OCM
In this retail operating model case study, Clarkston Consulting partnered with a consumer healthcare company to improve their retail media strategy. Read a synopsis of the project below or download the full case study.
Download the Retail Operating Model Adoption Case Study Here
A leading global consumer healthcare company launched an initiative to implement a new retail media operating model designed to improve how retail media investments were planned, measured, governed, and executed across the organization. While the future-state operating model had already been designed, successful implementation depended on helping teams adopt new roles, governance structures, decision rights, and cross-functional ways of working.
Clarkston partnered with the client to develop and execute an Organization Change Management (OCM) strategy designed to operationalize the new retail media model across Shopper Marketing, eCommerce Brand Managers, and Retail Media Strategy teams. Rather than focusing solely on communications and training, the engagement translated strategic operating model decisions into practical, role-based behaviors that teams could consistently apply in their day-to-day work.
Clarkston conducted stakeholder interviews and cross-functional workshops to identify adoption risks and clarify ownership. The team also validated governance and assessed how work moved across functions. Based on these insights, Clarkston developed an adoption roadmap and leadership messaging framework, supported by a communications toolkit and role-specific process documentation. “What’s Changing for Me” materials tailored to each impacted audience also helped teams understand how the new model would affect their responsibilities and daily ways of working.
To reinforce adoption, Clarkston designed and facilitated enterprise Activation Sessions and role-based Execution Labs that prepared teams to operate within the future-state Wheel of Work. Realistic scenarios and governance discussion gave teams an opportunity to apply the model, while role-specific training reinforced expectations for execution. Clarkston also developed governance and reinforcement recommendations, as well as a staged reporting approach, to help sustain adoption following rollout.
The result was a scalable OCM approach that enabled the client to move beyond operating model design into practical execution. Teams gained greater clarity around ownership and stronger alignment across functions, establishing a foundation for long-term retail media maturity.
