by Dean McElwee, eCommerce leader and author of eCommerce for CEOs
If you are planning to spend less than 25% of your budget on retail media this year, you are likely to be a laggard compared to the rest of the industry. Retail media is now clearly a channel that needs your attention and focus as you prepare for 2024 planning.
Companies are looking to onsite retail advertising and brand pages as a core must-buy location. I am somewhat surprised that onsite sponsored search doesn’t rank as high, after all, the discovery of your products is critically important.
It’s also worth looking at other forms of communication that retailers have, such as email and mobile app placements. Mobile app placements are possibly a huge opportunity given the amount of mobile usage that occurs when shopping!
