Retail Media has been around for as long as I have been in the shopper/retail space - but recently the explosion in networks & the billions it adds in revenue have seen it taken to a whole new level.
There are so many opportunities, yet so many challenges too, for CPG brands of all sizes.
University of Arkansas Walton College of Business recently published a white paper, "Realizing the Promise of Retail Media Networks", compiles the thoughts of several industry experts. The paper features three sections:
The Promise
In this first section, you'll get a deep dive into the future promise of retail media networks including the expectation that retail media networks will provide brands a deeper partnership with retailers through data and a closer connection to their customers.
The Current Reality
This section reviews the current landscape and examines the gaps between the present state of the platforms and what is being promised by retail media networks. The experts also discuss the obstacle of consumer reaction to using data for increased personalization.
The Path Forward
The paper wraps up by examining four areas of opportunity for collaboration between brands and retailers. In this section, the interviewees review what it will take to close the gap between current reality and the promised future of Retail Media Networks.
I'm proud to note that Bold's own strategic advisor Andy Murray is a founder of the Customer Centric Leadership Initiative at the Sam M. Walton College of Business and provided guidance and input throughout the development of this resource.
