The idea of ‘retail media’ is an old one. Supermarkets always used promotions, banners or tannoy announcements to boost sales of certain products – often funded by the manufacturer in question. There has long been talk about the opportunity presented by the growth in e-commerce, combined with supermarkets’ customer data particularly from loyalty programmes. The idea is to sell ads, either in-store or online, to consumer goods companies desperate for targeted marketing and measurable returns.
Read the full article on the Financial Times website (PayWall)
NAM Implications:
- i.e. Suppliers are now Media Buyers.
- Key is to buy skilfully.
- i.e. Test the quality of First-Party Data…
- …and ensure a mix of trade investment and RM investment.
