Thrive Market’s Post

Mapping out your #holiday2024 retail marketing campaigns? #Retailmedia, done right, offers brands the promise of connecting with their real shoppers leveraging retailers' rich first-party data across their owned properties and the open web. Our blog outlines 5 strategies for how to best advertise with your retailers for holiday 2024:

#ShopperMarketing A query came along - all the assertions in your previous post about Shopper Marketing are fine. How does one practically execute these points when faced with the reality of the melee that a retail store is? My take: A retailer, aka the Shopper Marketing Team's Playboard, is never going to be a pushover. Hence, there has to be a clear answer to him for the WIIFM (what's in it for me) question he is, rightfully, going to pose. The answer remains in the three 3Ps of negotiation. (a) Patronage (b) Pride (c) Profits When the Shopper Marketing team can convince the retailer about these three benefits accruing to the retailer, it usually wins the game for the brand at the shelf. Patronage is how we can show that the brand's consumers will become loyal patrons for the store. So designing offers to suit the clientele of the store makes a lot of difference to the retailer's life. Pride is tapping into the retailer's ego. Playing it carefully therefore becomes paramount. Many times, he may be at an advantage over the brand (he is already well-known in the locality). Some times, he may be living on past glory. Intimate knowledge about the retailer's perception in the consumer's mind will bring in brownie points in the negotiations. Profits, as one would agree, remain the ultimate measure of success, where the retailer can see rotation of inventory, regular offtake, repeat consumers, and as a consequence, a nicely ringing profitable till. The assurance of the brand's collaboration & contribution goes a long way in the retailer's buy-in. When you look at these three points, there is ONE elephant in the room that needs clear preparation and pep-up. That is the professional sales-person. If he knows (about) the retailer, and is known in the retail market, he can make the brand a sure-shot winner in the retail counter. His credibility and brand identity is the one that will tip the scale in favour of the brand in the store. This means that we should not work on "One size fits all" as an approach. "One size fits all" sounds great in a homogenous market. But shoppers are going to be hardly homogenous ever! Therefore, to attempt a homogenous approach will leave us sub-optimal in our results. Customization is key. Perception is reality. More to follow! In the meanwhile, please continue sharing your comments, compliments, and brickbats. #1minuteRead

As the #RetailMedia market continues to rapidly grow and evolve, learn how to address common internal and technological challenges in this Retail TouchPoints article by Diana Abebrese and Liz Salway: https://epamsys.co/3VvbfSI #Advertising -- See how we help retailers accelerate growth and agility: https://epamsys.co/3KVUxqU #Retail

Seasonal marketing has evolved dramatically, from early holiday campaigns to the impact of in-store retail media. I'm eager to see the Q4 outcomes and their implications for 2025. Discover strategies on timing, creative design, and in-store innovations to stay ahead. 👇#MarketingInsights #RetailTransformation

Supermarkets are coming for your ad budget. Here's how, and why... According to forecasts from Insider Intelligence, ad spend for the retail media industry is expected to pass £4bn in the UK this year and is set to almost double by 2027. Jason Hicks GM at Kochava, outlines the key drivers behind the growth in retail media networks and how brands can leverage it to their advantage. #advertising #retail #retailmedianetworks

The retail media market is expected to grow from $21.07 billion in 2023 to $31.7 billion by 2028. Find out the impact of this ad strategy for both retailers and brands, as well as recommendations for maximizing ROAS, on our blog. https://bit.ly/3ynbpUr #retailmedia #advertising #ecommerce

Retail media is having a moment. With a projected spend of £121.1bn this year, it’s clear that brands are flocking to this channel to connect with customers at the crucial point of purchase. This explosion is driven by several factors: * Data-driven insights: Retailers possess unparalleled customer data, enabling hyper-targeted advertising. * Customer experience: Seamless integration of ads within the shopping journey can enhance the overall experience. * Increased competition: As more retailers enter the space, competition for ad inventory will rise, driving innovation. The surge in retail media spend signifies a fundamental shift in digital advertising. It's no longer just about capturing attention; it's about meeting customers where their wallets are. This brilliant article from the Retail Gazette highlights how Asda, Sainsbury's, Morrisons, Tesco, Co-op and Currys plc are changing the game! #retailmedia #digitaladvertising #ecommerce #retail #marketing #customers #data #CX

🔮 New definition: "Branding in retail = Future intention to buy" #retailmedia is providing a new angle to branding. I was always a bit sceptical about the effect of retail media on branding, but maybe that was because I was thinking about brand in the wrong way. This article from Marketing Beat, made me think. Apparently their survey showed that Instore retail media had an direct effect on direct sales (no-brainer) but also a deported effect on sales in nearby points of sales. So the intention to buy was affected by the media. The propensity to buy was influenced. The effect was deported in location and in time, hence the suggested definition above. I am pretty sure many will hate it. Discussions about brand are often heated. But maybe some will like it and make daring algorithms to prove it 😉 https://lnkd.in/e3hXJ6cd

The former buyer in me feels the need to point out that advertising products that you don't carry in your assortment means you are taking money to point a consumer to your competitor's offer. Not a wise move for the longer-term health of your business. Clearly, merchants and retail media teams need to talk more often. I might also mention that if buyers didn't carry great items that drove traffic to websites, retail media wouldn't exist. Just saying... #retailmedia #retailstrategy #retailmerchandising

John Lewis has unveiled a host of new retail media plans to help brands connect with shoppers on its website. The move means brands will be able to create and manage their own campaigns, including through banner adverts and sponsored product listings. The department store will provide users with a dashboard showing how their campaigns are performing, how shoppers are engaging, as well as how many sales are being made. The new measures will allow brands to quickly adapt to seasonal trends and sales peaks, and measure the impact of their initiatives down to the individual product level and search terms. All of the ads will be reviewed by John Lewis’ in-house team to ensure they are suitable for customers. The new measures have been delivered in partnership with advertising company Epsilon, which expanded its partnership with Kingfisher in December to launch a retail media offer with B&Q. John Lewis retail media business and proposition strategy Jemma Haley said: “While retailers have long been advertising on their own websites, we want to improve the experience, and make it even easier for customers to connect with the brands and products that meet their needs. “As part of this, we’re providing brands with more targeted and relevant ways to connect with customers. Our shoppers are unique in terms of the ways they research, browse and buy, and we need to be ready to meet them in the moments they are ready to purchase or engage with a brand.” #retailmedia #Johnlewis