Retail media networks need to shift from promoting ads and prices to creating content that resonates with a new generation of consumers. Content-driven, omnichannel experiences are essential for building shopper trust and increasing sales. Gen Z consumers prefer authentic storytelling and creator endorsements over traditional advertising. Recommendations for RMNs include embracing value-driven content, adopting full-funnel strategies that guide shoppers, and addressing fragmentation within marketing teams to ensure consistent messaging. Harnessing social and creator content effectively can enhance trust and engagement with younger audiences.
Retail media networks must transition from primarily advertising channels to comprehensive content engines that focus on authentic storytelling and value-driven interactions with consumers.
A full-funnel, omnichannel content strategy is essential for engaging shoppers through their entire purchase journey, which includes various touchpoints from inspiration to post-purchase satisfaction.
Addressing internal and external fragmentation within RMNs is crucial, as inconsistency in collaboration models and brand expectations hampers the ability to provide cohesive content.
Younger consumers, particularly Gen Z, place greater trust in creators for purchase recommendations over traditional ads, indicating a shift in how brands must approach marketing.
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