When it comes to disruption, retail media might take the cake – it’s a fast growing space transforming right before our eyes.
Retail media is a surprisingly effective, little understood part of the marketing landscape. As traditional TV advertising continues to fragment, and retailers invest in IRL experience, marketers are beginning to understand the value that retail media brings.
“Two and a half years ago, we had pretty much zero screens. Now, outside of every single one of our stores, you will see a digital screen – one that’s able to deliver in real time with dynamic creative,” says Coles360’s Paul Brooks.
“Brands and advertisers are starting to understand our platform, our activation, and the power that can be able to drive an outcome.”
Customer experience in a retail setting means navigating relationships between in-store customers and business stakeholders. In an emerging space, this brings both opportunity and challenge.
“It’s like having six plates on sticks, and you’ve got to work each one differently. The best thing I can do for my clients is do good stuff for my customers, and the best thing I can do for my board is do good stuff for my clients and my customers,” says Market Media’s Alex Lawson.
“It works in harmony, but overall we really want it to feel natural for the customers. If we’ve done that, we’ve done our job.”
Tune in to hear more about how Coles is using retail media in their own stores, and how one of New Zealand’s largest retail chains and retail media networks is further driving growth.
To listen to the full Podcast, head to https://www.thecmoshow.impactinstitute.com.au/episodes/the-future-of-retail-media-with-coles360
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