Kingfisher France (Castorama, Brico depot), Maisons du monde, Asos... What do they have in common? They are launching or accelerating their retail media strategy. And the creation of Unlimitail by Carrefour and Publicis, already bringing together 13 retailers, is further proof, if need be, of the acceleration of this very dynamic trend that promises to disrupt the advertising world in the coming years.
Retail media is becoming an essential communication lever for distribution and for brands. This concept consists of displaying advertisements on the consumers' buying journey to encourage them to make the purchase.
Powered by Amazon, which still generously dominates the market, retail media is no longer just intended for e-commerce: it is now perfectly aligned with the omnichannel strategies of distributors. By gradually replacing the traditional POS, it allows points of sale to monetize advertising space with brands.
Beyond the media aspect, this concept is based heavily on data, allowing advertisers to target and measure their campaign more accurately.
According to GroupM’s latest report (WPP), this market is expected to weigh more than $175 billion in 2028. With a market share of more than 15% of advertising, it should thus surpass television, a revolution!
Brands have an audience. Why not monetize it? By renting advertising space to brands, retail media allows distributors to generate additional revenue.
Retail media allows brands to offer a unique experience. Advertisements can be personalised according to customers, whether through technology (facial recognition for example) or through data (identification via a loyalty card for example). All this increases the effectiveness of advertising campaigns.
Retail media allows you to measure the performance of advertising campaigns in real time. Brands can quickly adjust their advertising campaigns to adapt to consumer behavior.
The implementation of a retail media strategy associated with digital displays may seem complex, but it is actually quite simple. Here are some steps for a successful implementation:
Retail media is a powerful tool for stores that want to digitize and offer a unique shopping experience to their customers. By using display solutions, brands can deliver advertisements and promotional content in an effective and engaging manner. This allows them to generate additional revenue, attract new customers and differentiate themselves from the competition.