What is Retail Media (and what is it not)?

Retail media is

• A Tool to drive brand incrementality both instore and online
• A strategic investment to access 1P retailer shopper data, retailer social handles and onsite inventory
• Part of a tactical E2E marketing plan, built to drive specific campaign KPIs & outcomes
• Serves as a critical last touchpoint influencing customer purchase decisions

Retail media is not

• A tool to negotiate in-store price, promotion, volume or display
• A retailer incentive to improve a brand’s position with a merchant or buyer
• A tactic that can be rolled into sales packages without channel selection, price transparency or reporting
• A sales tactic for a trade JBP