The article discusses the evolving relationship between retailers and brands, highlighting how the rise of digital media transformed traditional sales dynamics. Retailers now often prioritize lucrative advertising opportunities over selling products, as evidenced by major players like Walmart and Amazon. This shift has led to aggressive retail media networks where brands must invest heavily in advertising for shelf space, creating a challenging landscape where advertising budgets may not correspond to increased sales. The change has resulted in divergent incentives and a potential 'shakedown' dynamic for brands.
Retailers have transitioned into hybrid entities that combine retail and media, resulting in advertising now being more profitable than product sales.
The shift to retail media networks has changed the retailer-brand dynamic, where advertising spend can sometimes overshadow actual product sales.
Collection
[
|
...
]