In the ever-evolving commerce landscape, Retail Media has emerged as a powerful tool for brands to connect with high-value audiences and drive sales. While endemic brands have quickly embraced its potential, non-endemic brands often overlook this untapped source of shopping data.
In our third installment of the Blind Spots series, we explore the key questions Retail Media is answering for brands and illuminate it as a blind spot for non-endemic brands, many of which have yet to tap into its enormous potential to drive key commerce metrics, from brand awareness through to sales.
Retail Media refers to the advertising platforms and ad inventory offered by retailers, allowing brands to target their audiences with precision. With the rise of data privacy regulations and the decline of third-party cookies, retailers have invested heavily in building their own data assets and advertising capabilities. This has created a unique opportunity for non-endemic brands to leverage rich shopper data and reach their target audience effectively.
Reaching Incremental Consumers: Retail Media enables non-endemic brands to cast a wider net and attract new customers who may not have previously encountered their brand. By leveraging retailer data, brands can target specific audience segments offsite and drive incremental sales.
Finding Hard-to-Reach Customers: Retailer data provides valuable insights into browsing attributes, keywords, and purchase data. This allows non-endemic brands to build detailed profiles of their customers, understand their search behavior, and identify niche markets for their products.
Extending In-House Audience Data: Data clean rooms facilitate the secure combination of a brand’s first-party data with retailer data. This enhances the granularity of audience targeting and enables brands to uncover new relevant connections and anticipate customer needs.
Anticipating Shopper Needs: Retailer data reveals cross-shopped products and provides insights into customer behavior. By identifying complementary products and understanding purchase patterns, non-endemic brands can deliver timely and relevant content, driving sales and building brand loyalty.
Our latest Blind Spots paper explores the marketer must-haves for both endemic and non-endemic brands exploring Retail Media for the first time. Below are some of the key takeaways; please download the paper below for more.
At KINESSO Commerce, we offer a Unified Retail Media Solution to help non-endemic brands navigate this emerging space with confidence. Our team of retail experts provides comprehensive support, from audience unification and planning to activation and measurement, empowering brands to unlock incremental sales and achieve their marketing objectives.
