From Adweek · Justin Chin · · 40s
Retail Media Networks in Marketing Mix
Retail media networks help brands reach consumers through unified shopping experiences.
In brief
Retail media networks help brands reach consumers through unified shopping experiences. Retail media networks connect media and merchandise to drive sales when brands see results. Originally reported by Adweek.
Unifying Media and Merchandise
Retail media networks connect media and merchandise to create unified shopping experiences.
“The whole point of media in the retail space is to sell products, but if it’s not connected to what’s happening on the shelf, both physical and digital, it makes it kind of hard”
Retail Media as Growth Lever
Retail media dollars act as a growth lever rather than a cost for brands.
“Growth isn’t free. You have to invest for growth”
Data-Driven Consumer Insights
Retail media data helps brands understand consumers and target relevant audiences.
“It’s an opportunity to better understand consumers, how and where to reach them, as well as what are the right messages for where they’re at in their life cycle”
Cross-Product Targeting
Brands can target audiences using related product sales data for effective campaigns.
“The example I always give is if you’re looking to sell life insurance, knowing that somebody just bought diapers for the first time can be a really powerful data signal”
Success Metrics
Retail media networks succeed when brands see measurable sales growth from campaigns.
“The best thing you can do is drive their business and make them feel it”
What to remember
Retail media networks connect media and merchandise to drive sales when brands see results.
