Are Media Retail Networks Flipping the Script?

Feb 09, 2024

For a very long time, vendors have pitched big retail stores, trying to convince them to buy their product and sell it on their shelves. In more recent years, retailers have found themselves in a role reversal, pitching vendors to invest in their retail media network (RMN) by paying for ad space both in-store and via digital channels. The topic has become a focal point in the industry, garnering a center stage conversation at Retail’s Big Show, NRF 2024. While RMNs seem to have taken over the conversation, big brands have been silently investing in them since Amazon launched the first RMN back in 2012. According to AdWeek, 74% of brands allocated budgets for retail media networks in 2022.

Are Retail Media Networks a Win for Everyone?

For retailers, RMNs serve to draw in more customers with targeted advertising that focuses on brands their customers already know. From a vendor perspective, their product is getting front row exposure to a large audience by reaching consumers in-store, and through off-site media like retail newsletters, shopping apps, and even Connected TV. The customer experience should also stand to improve, with useful advertising placements that suggest recipes and products for upcoming events, easy dinner solutions, or creative new ways to use their favorite brands. RMNs create a personalized and convenient customer journey, guiding them from their homes, to the store, to the checkout counter. So what is the downside?

What to Watch Out For

If retailers and advertisers are not tactical with placement and messaging, the customer may become overstimulated by ads that are too similar or redundant. This can complicate the customer journey, which is why retailers need to have a well thought out advertising strategy when they are selling their RMN.


When gauging the success of a RMN, it is important to be able to measure the right KPIs. Retailers and advertisers need to make sure they have the ability to measure metrics like return on ad spend (ROAS) and conversion rates (in retail's case, the rate that consumers purchase a product after seeing an ad). 


SparkShoppe has a team of retail veterans with proven track records helping stores utilize their RMN, making sure that the right channels are used, the proper audience is reached, and the correct metrics are measured. Want to tap into the power of your RMN? Contact us today!

  • Targeted Advertising


    Retail media networks enable highly targeted advertising. Retailers have access to a wealth of data about their customers' shopping habits, preferences, and demographics. This data allows advertisers to create highly targeted and personalized campaigns, increasing the likelihood of reaching the right audience.

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  • Monetization Opportunity


    Retailers can monetize their online platforms by selling advertising space to manufacturers and brands. This additional revenue stream can help grocers offset costs and improve profitability.

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  • Enhanced Shopper Experience


    Advertisements on a retail media network can be designed to enhance the overall shopper experience. Relevant and engaging ads can provide useful information, highlight promotions, and offer personalized recommendations, creating a more positive shopping experience.

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  • Data Insights and Analytics


    Manufacturers and brands can gain valuable insights from the data generated through retail media networks. Analyzing customer behavior, ad performance, and other metrics can help them optimize their marketing strategies, refine product offerings, and make data-driven decisions.

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  • Cross-Promotions and Collaborations


    Retail media networks provide an opportunity for collaboration between retailers, manufacturers, and brands. Joint promotional campaigns and cross-selling initiatives can be implemented to benefit all parties involved.

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  • Measurable ROI


    Advertisers can track the performance of their campaigns in real-time. This level of visibility allows them to measure the return on investment (ROI) of their advertising efforts and adjust as needed to optimize results.

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  • Competitive Advantage


    Retailers that effectively leverage a retail media network can gain a competitive advantage in the market. By offering a valuable platform for advertisers, retailers can attract more brands to their network and strengthen their position in the industry.

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  • Omni-Channel Marketing


    Retail media networks often span both online and offline channels, providing a seamless experience for customers across various touchpoints. This omni-channel approach can help advertisers create cohesive and integrated marketing campaigns.

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  • Adaptable and Flexible


    Retail media networks can adapt to changing market conditions and consumer preferences. Advertisers can quickly modify their campaigns to respond to trends, seasonal changes, or shifts in consumer behavior.

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  • Building Brand Loyalty


    Effective advertising on a retail media network can contribute to building brand loyalty. By engaging with customers at multiple points in their shopping journey, advertisers can foster a stronger connection with their target audience.

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SparkShoppe in collaboration with our retail and CPG partners has proven the power of a retail media network. The results are driven from the ability to provide targeted advertising, create additional revenue streams for retailers, enhance the shopper experience, offer valuable data insights, and foster collaboration between grocers and manufacturers. When utilized effectively, it can be a win-win for all stakeholders involved. Ignite your strategy today by connecting with us!

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