Turning up the Volume: Criteo and Brandcrush on Amplifying Retail Media’s Next Act
Big money. Massive margins. Exponential reach. It’s no wonder retail media has emerged as retailers’ top platform monetization play. Opportunities will hit new heights as in-store digitization accelerates and new touchpoints are energized. Brandcrush CEO, Teresa Aprile returns to the show joined by Criteo’s general manager of global enterprise, Sherry Smith, to share exciting updates on retail media’s next revolution as the companies join forces. Join Carol and this dynamic duo as they explore the powerful possibilities that will be unleashed as new in-store, out-of-store, and online assets are activated.
Highlights from the interview:
Why unified commerce is no longer a pipe dream.
How in-store digital deployments will change the game.
Why retailers’ influence will radiate to new spaces.
How disruptions to agency alliances benefit the ad ecosystem
KEY TAKEAWAYS
Retailers are starting to focus on the omni-channel opportunities in retail media. Now they are thinking about in-store digital screens and digital out-of-home. There is an opportunity to make it more of a self-serve experience that connects everything and can scale.
Any retailer other than Amazon is relying on third parties to create end-to-end solutions for retail media.
The digital transformation of the in-store experience will be the biggest transformation in retail media. It will enable localization and personalization in the store. The right message at the right time, and at the final purchase leg. There will be a bigger push toward social media buys and digital out-of-home to complement retailers’ existing first-party data.
Stores still reach large audiences and the numbers can’t be ignored. In-store media opportunities are starting to drive engagement and customer experience. Retailers are at different stages – some are working on the basics, others are more advanced.
An evolution is at work but generally, we’ll see more retailers leaning into in-store digital in the next 12-18 months.
To win in omnichannel retail media, unification is key. Taking a piecemeal and operating in silos compromises results. From there, it is about driving demand. Streamlining communication across the retail enterprise is what will allow retailers to move faster up the maturation curve.
