#30DaysofRetailMedia | Day 16: Retail Media Sparks Restructuring
Global retail rethinks its marketing and tech infrastructure.
92% of brand advertisers and 74% of agencies say they’re partnering with retailers to reach consumers.
These stakeholders are moving from silos to a more integrated structure, as retailers evolve into media companies to help brands reach consumers as they shop.
WHY:
🔸 Traditional systems don’t reflect consumers’ omnichannel habits, and expectations of convenience, speed and personalization
🔸 Silos limit companies’ growth due to inefficiencies and redundancies
SO WHAT:
🔸 Restructuring to support retail media affects strategy, people, processes and tools
🔸 Resources are flowing into retail media, including marketing budgets, tech investments and global talent
BENEFITS:
Aligning retail media stakeholders to satisfy consumers’ needs helps companies stay:
🔸 Agile
🔸 Efficient
🔸 Relevant
🔸 Profitable
What would you add?
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