Retail media’s ascent shows no signs of slowing. What started as an experimental channel a decade ago has ballooned into 150 global networks with a projected annual growth of 12% in the next two years.
By establishing retail media networks, retailers can see profitability margins of over 50%—significantly higher than classical retail—along with real-time insights about consumer preferences that help them close the loop from advertising impression to sale.
Consumer products companies can also reap multiple benefits from retail media’s explosive growth: precise and personalized marketing with high conversion rates, a deeper understanding of the shopper journey, and a cost-efficient test-and-learn mechanism.
Retail media has the potential to be a key source of growth for retailers and consumer products companies alike, but it requires strategy, expertise, and a suite of new capabilities.