like you,we have been captivated by the rapid rise of retail media and its potential toboost marketing efficiency for brands,while creating new revenue streams for retailers.However,while speaking to retailers and brands about their respective retail media experiences,we no-ticed a high level of frustration coming from both sides.These frustrations seemed tocontradict the sweepingly positive retail media narative we had been reading headlines aboutsince its inception -something seemed off.
This disconnect inspired us to dig deeper into what we were hearing anecdotally.We wanted tounderstand retailers’and brands’actual overall level of satisfaction with the retailmediaexperience.We wanted to identify the pain points that threatened the great potential ofretail media and discover the solutions needed to move forward.Our goal was to get to thetruth beyond the mirage of retail media.
We commissioned a study to look deeper,and our findings were surprising,to putit lightty.The study uncovered a great divide between brands and retailers -one thatrepresents a serious threat to the potential of retail media.However,it also revealed asurprising consensus on the solutions that can put retail media back on the right path.To get to thecore of these questions,we partnered with BWG Strategy to conduct a study of senior stakeholderswho have direct exposure to and influence on retail media decisions for both retailers (n=225)andbrands (n=87).
The insights unearthed catalyzed us to pivot and create a solution whose solepurpose is to simplify retall media foreveryone -retailers,brands,and theirpartners.The promise of retail media’s success up to this point has been somewhat an illusion,albeit one based on real potential.Now that we know where many of the challenges and
disconnects are between retailers and brands,we can work on creating the solutions required to fixthem.
The retail media ecosystem will need to evolve and bridge the divide before it cantruly rise to the full potential we all know it has.
We are excited to share our findings because we know that they will help unlock the full potential ofretail media.
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