BOOTS MEDIA GROUP: How brands can master the full-funnel in retail media

As retail media moves beyond lower-funnel tactics, aligning strategies across the full customer journey is more critical than ever. Yet many brands still treat ATL and BTL media separately, missing key opportunities to optimise messaging, spend, and impact. A full-funnel approach is essential to unlocking stronger sales performance.

The growing need for full-funnel retail media campaigns

Traditional lower-funnel retail media gives brands a direct interaction with customers at the point of purchase, whether online or in-store, when intent is highest. While this remains critical, the rise of retail media networks and ever-expanding media channels has positioned retail media as a powerful tool for building brands, and with this comes the ever-growing need for connected, full-funnel campaigns.

A full-funnel strategy ensures media reaches customers at every stage of their journey, with tailored messaging based on proximity to purchase. While top-of-funnel tactics like OOH build brand awareness, bottom-of-funnel media like in-store aisle fins drive conversion. When done well, this creates a seamless experience that guides customers toward purchase.

Current challenges preventing full funnel activation

For full-funnel campaigns to be effective, ATL and BTL media must work together seamlessly, but many brands and suppliers manage these channels separately. ATL teams plan brand campaigns, while BTL teams focus on retail campaigns. 

This siloed approach can lead to a number of challenges such as opposing plans, a risk of spending overlap leading to media wastage, and a lack of optimisation across touchpoints, risking customers becoming desensitised to the message or reading a message that doesn’t reflect the point of the journey they are on.

The importance of optimisation across the funnel

As a relatively new channel, many brands are still unaware of retail media’s impact and the importance of tailoring messaging and assets for each retailer.

The foundation of any successful full-funnel activation is a deep understanding of the customer journey. Once this is clear, it becomes easier to adapt messaging at each stage. The illustration below shows how this works in practice.

Many health and beauty brands partnering with Boots are embracing this strategy. By aligning assets and messaging to each stage of the journey, they communicate more effectively and increase the likelihood of conversion.

Key considerations for brands adopting a full-funnel approach

While some brands are restructuring to build dedicated retail media functions, this isn’t feasible for everyone, so alternative approaches are essential.

1. Encourage better cross-functional communication – Strong collaboration between teams managing different stages of the funnel ensures alignment and a more holistic approach to retail media integration.

    

2. Keep the customer journey at the forefront – Teams responsible for creative, messaging, and copy should adopt a retailer-first mindset and develop assets tailored to each touchpoint. This leads to more cohesive and effective campaigns.

    

3. Assign clear ownership of the full journey – If you’re in a marketing leadership role whether focused on ATL or BTL, take responsibility for gaining full-funnel visibility by challenging the right teams. Success depends on considering the full funnel from brand-driven media to retail media.

The future of full-funnel campaigns

In the long term, retail media is expected to become fully integrated within marketing and brand teams, drawing from one media budget. This shift will see retail media planned alongside ATL activity as part of a cohesive, full-funnel strategy.

Brands that adopt this approach will deliver a more consistent and impactful customer experience, cutting through the noise and ultimately driving stronger sales and improved ROI.