Discipline is still related to retail strategies, but there is room to be part of the omnichannel range with an eye on the journey
Specialist in data, technology implementation, CRM and loyalty programs, Match.Me, one of Fbiz’s business arms, has its anchors in retail media, as explained by CEO Leandro Ribeiro. In a Retail Media Insights survey published last year, 79% of the industry and 73% of retailers say they are already working with retail media. The point is that the survey heard only 60 companies, the largest in Brazil. And the more mature players, who have early access to information and resources, are pioneers. In my view, the majority of the market is still understanding the model. The interest in the subject is enormous and this year there were around 2,500 Brazilians present at the NRF. The challenge for retailers is shaping the offering by translating inventory, data and audiences into media products that are easy to sell and manage. Because of this, we have seen large movements of media market professionals leaving big tech for retail. On the industry and agency side, the question is how to include this channel more in the media plan, without increasing investment and compromising results, warns Ribeiro.
Digital transformation is still a challenge, even with so many years in progress, especially for retailers whose customers demand connected experiences. Ribeiro continues his line of reasoning: The answer came from investments in people and technology to identify customers, strengthen digital channels and offer omnichannel service in a personalized way. The point is that this bill was expensive and not everyone got the return they expected. Retail media comes as a new way of generating revenue and helps to monetize this investment made in the past using the knowledge acquired about the consumer through data, digital channels (website, app, email, WhatsApp) and digital channels (physical stores and sellers) as a showcase for the industry. In other words, it is possible to generate revenue from advertising a product and beyond the sale itself.
Dani Ricotta, director of channel ecosystem and digital learning at Artplan, observes retail media only in the strategic plan for retail. However, there is still a lot of focus on increasing performance, as retail environments are a central part of the consumer journey. In the broader sense of omnichannel retail strategies, physical or digital brand experiences, unified data management across platforms, we still have a long way to go, she explains.
Read the full article in the propmark of 18 brown of 2024