为什么零售媒体不仅仅是关于销售

意识. 考虑. 转换. 忠诚. 称之为营销漏斗, 销售漏斗, 或者是完全不同的东西, the goal remains the same: guide 和 nurture prospects on their way to becoming customers.

在过去的几年里, a growing number of br和s have turned to retail media to help them do just that; according to Bain & 公司, the retail media market will grow by around 12% annually over the next few years, 到2026年总价值将达到1400亿美元¹.

While that’s undoubtedly good news for the industry, there is something of a sting in the tail. 在另一项稍早的研究中, 70% of the br和s planning to grow their retail media spend said they were doing so because it helped them sell more products². 不幸的是, that helps to further the misconception that retail media is a lower-funnel pursuit – great for conversion, 对意识和考虑来说就不那么重要了.

当然，事实并非如此. Last year, 例如, we interviewed more than 300 marketing professionals³ 关于他们对零售媒体的态度. We learned a lot from what they had to say, particularly when it came to the subject of measurement. Asked which key performance indicators (KPIs) they used when evaluating retail media campaigns, 例如, 我们发现:

• 48%的受访者将广告支出回报率(ROAS)作为衡量指标
• 44%的公司监控销售转化
• 43%的公司跟踪用户接触情况
• 37%的人也在做同样的事情

So, while ROAS might still be the main way for br和s to weigh up whether a campaign has been a success, 显然还有其他因素在起作用. Reach 和 awareness – key upper-funnel concerns that speak to issues like customer lifetime value 和 purchase intent – are all part of the conversation too.

To me, that is proof that perceptions about retail media are beginning to change. 它能帮助品牌赢得客户并推动销售吗? 绝对. But, as many br和s agree, it can be so much more as well.

在我们看为什么会这样之前, let’s take a moment to think about what br和s need to succeed at the upper end of the funnel.

• From an awareness perspective, it’s difficult to look beyond the reach issue. If br和s want to build an appetite for their product, they need to reach as many potential customers as they can
• Moving on to consideration, the priority shifts towards 灵感 和 教育. Advertisers need to start zeroing in on the people who are most likely to buy their products 和 give them a reason to do so

零售媒体 meets those requirements through a combination of two things – channels 和 insights – 和 I think it’s worth looking at each in turn.

渠道

作为一个术语, “零售媒体”是一个包罗万象的概念, with channels varying dramatically from retailer to retailer. 近年来, 例如, much of the focus has been on the digital side of the equation, with the likes of sponsored ads 和 homepage banners drawing plenty of attention. 这并不一定是错的, either; in some cases, those are the only kinds of opportunities that retailers can offer.

From our perspective, though, retail media is a much bigger proposition. As well as key digital channels like the 特易购 homepage 和 sponsored product recommendations, we can also give advertisers the ability to reach customers in a variety of different ways across our store network. 感谢我们与ITVX等公司的合作, 4频道, Meta, 和Pinterest, that opportunity even extends to the worlds of Connected TV 和 social.

The key thing here is that – with the right approach – retail media can provide advertisers with everything they need to drive awareness at scale. Whether they want to engage millions of customers as they shop each week in-store or communicate to them across a range of high-traffic digital channels, 零售媒体给了他们这样做的途径.

的见解

随着品牌寻求将意识转化为考虑, they also need to become more specific in their focus. 通常, that means learning more about their most “relevant” audiences 和 how they can drive those people towards a purchase. 这就是洞察力发挥作用的地方.

One of the most powerful things about retail media is that it is powered by first-party data. This data can be used to help br和s underst和 more about who their customers are, 和 then personalise their communications around shopper needs. 自然, that can also help them to underst和 which shoppers are most likely to be interested in their products, 和 what might prompt those people to decide in their favour.

That capability – combined with the ability to reach shoppers from sofa to store – is what makes retail media just as well suited to the upper end of the funnel as it is to the lower.

¹ No More Easy Money on the Side: Retail Media Enters the Performance Era – Bain & 公司，2023年12月13日

² Commerce media: The new force transforming advertising – McKinsey, 5th July 2022

³ 零售媒体: the buyer’s view – dunnhumby, April 2023