Explore retail media
Click the icons above to see some case studies, insights and interesting facts about real shopper marketing campaigns.
They're not your consumers
Brand loyalty isn’t a black and white affair. It’s subtle. In a recent Dunnhumby study of soft drinks, even the brand leader represented no more than 65% of its shoppers’ soft drinks category spend. The average cat food buyer buys over 5 brands every 6 months.
What does this mean in real terms? Your lovingly-crafted reality TV sponsorship and award-winning viral could be viewed at lunch-time and forgotten by tea-time. Your posters at the roadside? Left at the wayside when the shopper is negotiating a busy store with the kids. Your campaign is working to a fraction of its potential if it isn't also delivered at the edge of the shelf.
Consider how long you think most shoppers spend thinking about your category. Probably about the same amount of time it takes to reach for a product. And just how relevant is your campaign to them, in that moment of truth, those 8 seconds every week where your category is their focus?
Turning insight into influence
If you step back and look at our marketing mix across most of the major brands, it's clearly shifting, and it's shifting to in-store, to the internet and to trial activity.
A.G Lafley, President, P&GSo what's the answer? Marketing to shoppers. We’ll help you get your message to the consumer when they're in that crucial zone, after they've become a shopper, but before they've made a choice. We'll help you take your campaign not just outside the home, but into the store. Using a wide range of media vehicles, from digital screens to web favourite interrupts to targeted coupons, retail media is immediate, proximate, effective and measurable.
To learn more about using retail media in your next campaign, talk to us.