Retail media is evolving, with brands seeking efficient strategies across multiple channels to maximize advertising return; attendees highlight the need for strategic channel selection.
Clinique emphasizes substantial investment in retail media, particularly at Ulta, as a top-seller. The brand's dedication to account management is key to maintaining success in entrenched markets.
The findings reveal that marketers increasingly invest in multiple networks, with many not only focusing on conversions but also exploring how retail media can enhance customer acquisition and engagement.
Effective retail media execution entails leveraging offsite channels and integrating them with broader brand campaigns, as discussed by industry leaders including Danone's Mike Sallette.
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