"Retail media has rapidly evolved into a key marketing channel. It is reshaping how brands connect with customers using data and insight, and in doing so, it has built a market now worth over £1bn in the UK alone. This growth hasn't happened by accident as, put simply, retail media can do what other channels can't - notably closing the loop on in-store sales."
"But realizing this benefit can also be a challenge for brands. On the ground, it often means navigating a maze of dashboards, tools, and disparate teams, making campaigns difficult to plan, buy, and measure in a unified way. To sustain the momentum of retail media, the industry must now focus on solving fragmentation by making the channel simpler, easier to activate, and more effective."
Retail media has become a major marketing channel worth over £1bn in the UK by enabling brands to close the loop on in-store sales. Growth stems from strategic innovation, smarter technology, and a focus on customer insight that improves customer outcomes. Advertisers value speed, smarter decision-making, and measurable outcomes, and retail media delivers on these needs. Campaigns span in-store, online, and off-site channels, each with distinct platforms, metrics, and attribution models. Brands face challenges from fragmented dashboards, tools, and teams that complicate planning, buying, and unified measurement. Solving fragmentation is necessary to simplify activation and increase effectiveness.
Read at The Drum
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