Retail Media, at the heart of a new collaboration between retailers and brands
Following the Publicis Retail Morning conference held in Paris, Mind Retail synthesizes the stakes of retail data in an Essential format: market panorama, key figures, recent announcements, challenges and opportunities on the side of brands and retailers and overview of the key retail media players.
Image ©Licensed to i-Images Picture Agency. 02/04/2019. London, United Kingdom.Tesco Hatfield Store . Picture by Andrew Parsons / Parsons Media
The context
Retailers like Walmart, Tesco or Carrefour are historically very advanced in terms of transactional data from store operations. However, alongside the growth of e-commerce (28% of retail sales in the UK in 2020 and 13% in France), this data has become much richer. Retailers are more aware of the rich potential and want to monetise it to further develop a targeted retail media strategy. Such a data has considerable value for brands eager to improve their promotional campaigns. Retail media is the fastest growing lever in the field of digital marketing. Real growth has been pushed up since Covid-19.
Definition
Retail Media: make retail data available to your supply chain in order to optimise their media and trade marketing budgets, by targeting buyers or planners of a product category. The scope of retail media goes further than simple monetisation of advertising and media activation, which was born in the 2000s.
Key figures
