Clear objectives are the foundation of any successful strategy, and these must be supported by an established hierarchy of measures and metrics in order to track and optimise performance. This chapter looks at aligning goals and KPIs, the closed-loop model of attribution inherent in retail media, and appropriate measures across the customer journey. Taking a […]
In order to maximise the impact of retail media campaigns, an omnichannel approach is essential. This enables campaigns, activity and customer experiences to be joined up across a brand’s channels, and for the most appropriate ad formats to be selected to reach customers at the right points in the customer journey. Omnichannel retail media In the […]
Developing an effective retail media strategy is key to success in this emerging space. First, brands must understand the current context and potential barriers to implementation in terms of technology integration and inter-departmental ownership. Second, brands must follow a clear strategic process that begins with analysis and progresses through to defining objectives and selecting the […]
From raising awareness to driving conversions and nurturing loyalty, retail media can help marketers deliver objectives across the funnel. Crucially, it also provides access to retailer first-party data which can be harnessed for insights in several key ways. This chapter looks at how retail media works. The role in the customer journey Retail media is […]
As the retail media landscape expands, brands are faced with a growing number of networks to choose from. This chapter outlines the different network types and provides an example of each one to demonstrate how each option works. There is a rapidly growing number of retail media networks available to marketers, which can be broadly […]
This report looks at how deep customer understanding can help businesses generate demand for their ecommerce propositions and create seamless shopping experiences.