Retail media might sound like a buzzword, but it’s quickly becoming one of the most powerful and misunderstood tools in a brand’s marketing toolkit.
Let’s break it down. Retail media refers to any form of advertising powered by a retailer’s customer data. This includes digital ads on a supermarket’s website, in-store signage powered by customer shopping behaviour, or even programmatic ads targeted using loyalty card insights. It’s not new, but it’s evolved dramatically… and fast.
This space is growing at pace. As we said at RMS UK 2024, “Retail media is an untapped powerhouse.” In just its second year, the Retail Media Summit doubled in size, highlighting its surge in demand and importance. If you’re not exploring it yet, you’re missing out on a major opportunity to get ahead of competitors.
And don’t let scale scare you. As Hugh Stevens from LiveRamp reminded us, “The barrier to entry has lowered… [insight] is very much available now.” Thanks to tech platforms and partnerships, even challenger brands can tap into this ecosystem.
It’s not just online. Coca-Cola’s Ana Afan explains: “Retail media is in store, it’s on site, and it is offsite.” This omnichannel flexibility means brands can reach customers wherever they are, not just where they click.
In short? Retail media is no longer optional. It’s here, it’s growing, and now is the time to lean in. The good news is it’s simpler and more accessible than you think.
Like to find out more about the power of retail media? Email hello@smg.team
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