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Insight of the Day: Retail Media Demonstrates Strong Potential for Customer Acquisition

Findings:

  • Retail media effectiveness in acquiring new customers: Retail media campaigns consistently attract new customers, especially in Apparel & Accessories, Health & Beauty, and Arts & Entertainment.

  • Higher average order value for retail media ad clickers: Shoppers who click on retail media ads tend to spend more than those who don't.

  • Retail media drives repeat purchases: Retail media not only brings in new customers but also fosters repeat business across various verticals.

  • Improved shopper loyalty and brand awareness: Brands report increased shopper loyalty and brand awareness through retail media campaigns.

  • Better analytics and partnerships are key: Brands believe improved analytics and forming new partnerships will drive retail media growth.

Key Takeaway:

Retail media is proving to be a valuable tool for B2C marketers, especially in acquiring new customers and driving repeat purchases. It also helps improve brand awareness and shopper loyalty.

Trend:

With rising customer acquisition costs, retail media is emerging as a promising avenue for B2C marketers to reach and engage new customers effectively.

Conclusions:

  • Retail media is a viable solution for addressing the challenge of expensive customer acquisition in the B2C market.

  • Its effectiveness in attracting new customers and fostering repeat purchases makes it a valuable asset for brands.

  • Brands are recognizing the benefits of retail media in improving brand awareness and shopper loyalty.

Implications for Brands:

  • Invest in retail media: Brands should consider allocating more resources to retail media campaigns to leverage its potential for customer acquisition and retention.

  • Focus on high-potential verticals: Prioritize retail media investments in verticals like Apparel & Accessories, Health & Beauty, and Arts & Entertainment, where it has shown significant success.

  • Utilize analytics and partnerships: Leverage improved analytics and reporting to optimize retail media campaigns and foster stronger relationships with retailer partners.

  • Measure ROI: Track and measure the return on investment (ROI) of retail media campaigns to assess their effectiveness and identify areas for improvement.

  • Explore new partnerships: Actively seek out new retail media partnerships to expand reach and tap into new customer segments.

By understanding and acting on these implications, brands can maximize the potential of retail media to drive growth and overcome the challenges of customer acquisition in the evolving B2C landscape.

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