零售媒体的角色是什么?

With some media formats, it’s easy to understand the role that they play. If you’re looking to raise awareness – and aren’t too concerned about being able to track the exact impact on sales – then out-of-home or cinema advertising might be a suitable choice. If you’re more invested in sales conversions on the other hand, then display ads will probably feature fairly prominently in your strategy.

零售媒体, any attempt to pin down the exact role that it plays can be significantly more difficult. 极其, that’s not because there’s some fundamental flaw in the proposition, 或者任何关于它能做什么的模糊概念, 要么. 而不是, it’s because retail media can cover so much ground that there’s no easy way to package it up without missing something out.

Part of the problem here is that retail media works across the whole of the marketing funnel. Would you like to engage with millions of prospective customers when they go online to browse a digital store? 零售媒体可以帮助你做到这一点. Would you like to send a tailored discount code to the 5,000 people who viewed your product but didn’t add it to their basket? 零售媒体也可以帮助你做到这一点.

这些都不意味着零售媒体 不能 当然被定义了, and from our perspective here at 乐购媒体与洞察平台, we believe that it plays a role in three important areas:

• 零售媒体 gives brands the ability to inspire and drive cut-through with customers
• It can be used to sharpen up media plans, with precise audience targeting
• And it can also be used to convert key customers, driving growth in the process

Let’s take a look at each of those three in detail, and how they help to explain more about the role that retail media plays today.

1. 激励

Inspiration is critical to consumer brands, particularly right now. Sleep shopping – where people buy the same products and labels week in, week out – is commonplace. 消费者的财务状况面临压力, and the temptation to opt for cheaper alternatives is always there. In this kind of environment, the ability to stand out and capture people’s imagination is essential.

零售媒体 provides brands with the creative canvas they need to do just that. It could be sponsored media on an e-commerce site. It could be personalised coupons printed off at the checkout. Or it could be a network of connected screens displaying animated content. 跨越多种格式, retail media offers a way to break through the routine and prompt shoppers to take action.

2. 锐化

向猫主人做狗粮广告. Promoting dishwasher tablets to people who don’t own a dishwasher. 向不喝酒的顾客出售一种新啤酒. 当广告瞄准了错误的受众, they’re little more than money wasted – and that’s a problem that no brand can afford. 为了防止这种情况发生, 媒体计划需要清晰而精确, 接触到更多“合适”的受众.

One of the key advantages offered by retail media is that it provides access to first-party retailer data – data that can then be used to reach very specific groups of customers. That can be as simple as using identifiers like demographics, but advanced data science can also enable behavioural and predictive targeting, providing opportunities to engage based on past and (likely) future behaviours.

3. 转换

成长, brands need to persuade prospective customers to buy their products and convince lapsed customers to return. For performance marketing to be truly effective, 虽然, 这需要规模的结合, 确定目标, and reliable measurement – and that’s something that an increasingly small number of formats are able to offer.

零售媒体就是其中之一. Many retailers now offer a range of performance marketing products, display and sponsorship formats working in tandem with  branded ads and digital coupons. In combination with the targeting approaches outlined above, that makes it easier than ever for brands to engage with customers based on their specific actions and needs.

As useful at driving sales as it is for driving awareness, and inherently precise and measurable at the same time, perhaps there’s a better way to think about retail media than asking what role it performs. 而不是, ask what it is that you want to achieve; chances are, retail media can help you do it.