Retail media has outgrown its early reputation as just a tool for bottom-funnel conversions. Today, it’s evolving into a full-funnel powerhouse, driving awareness, consideration, and loyalty. One of the boldest ideas from RMS UK 2024 came from Sam Knights, CEO at SMG: “We won’t be having a retail media summit in a few years, we’ll just be talking about media.” That’s how embedded this channel is becoming. It’s merging with broader media strategies, influencing brand and performance in equal measure.
Think about the touchpoints: a digital banner on a retailer’s homepage, an in-store screen as a shopper grabs their groceries, a targeted ad on social media powered by loyalty card data. It’s omnipresent. Ana Afan from Coca-Cola reminded us: “Retail media is in-store, it’s on-site, and it is off-site.” This multi-channel strength makes it ideal for full-funnel campaigns from first impression to final purchase.
More than just selling, retail media is now building brands. Jenny Holleran from 84.51˚: “Retail media grows new brands.” And as tech advances, like AI automating creative delivery based on customer context, we’re entering a new era of smart, scalable marketing.
In summary, Retail media is expanding. Fast. If you’re only thinking of it as a way to drive conversions, you’re missing the bigger opportunity to shape perception, boost visibility, and grow your brand holistically.
Retail media can be confusing; we make it simple. Email hello@smg.team