Can FMCG brands run their own retail media campaigns alongside retailer ones? Internet Retailing asked our CCO Steve Smith about using mobile-first promotions as pop-up retail media networks that work in tandem with RMNs to drive sales and insight.
Read how brands can gain more control and complement retailer media strategies. Steve Smith, Chief Commercial Officer, savi explores how FMCG brands can get on-board with retail media by setting up their own pop-up networks.
“Retail media may be rewiring the relationship between FMCG brands and retailers as investment and innovative capabilities are poured into stores and commerce networks, yet for FMCG brands the retail media revolution presents a complex ecosystem to navigate.
With notable exceptions, many retailers are working hard to reposition what was once a straightforward trade marketing relationship into a sophisticated media proposition.
Many retail media networks (RMNs) now span the full consumer journey – from digital display ads on ecommerce sites, to instore digital signage and personalised loyalty promotions, enabling the possibility of full omnichannel campaigns.
RMNs promise a closed loop of media touchpoints fuelled by data, enhanced performance across the customer journey, better attribution and return on advertising spend (ROAS), and sophisticated measures of incrementality. From an FMCG point of view, it’s a magnetic proposition.
“By running full funnel promotions through their own advertising channels, FMCG brands can create a direct feedback loop… Each scanned QR code, claimed offer or redeemed coupon becomes a data point: a signal about media effectiveness, consumer behaviour and sales attribution.”
Read the rest of the article on Internet Retailing.net here
