Whitepapers

A win-win-win for retailers, brands and shoppers, retail media networks (RMNs) have become hugely popular among both retailers and CPG brands. As brands face added pressure to future-proof their marketing investments and become more targeted with their media audiences, the retailer’s shopper data has gained significant commercial appeal. Hoping to grow brand partnerships and snag the lucrative profit margin attached to RMNs, more and more retailers are monetizing their shopper data through RMNs to deliver highly impactful, targeted campaigns for these brands.

But without the proper scale of first-party data, the RMN cannot deliver on the promise of ROAS and market impact—and retailers can’t monetize their data via shopper insights as a separate product or service to brands.

Never has the opportunity been greater, but without offline identity resolution, sufficient first-party audiences, activation methods and measurement capabilities, retailers will find themselves on the losing side with limited viability and an inability to justify the premium spend.

Download the white paper today to dig deeper into why retailers are pursuing the creation or expansion of their RMNs and what it really takes to create the right data scale and win at retail media.

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Personalization and relevance are the gateway to hitting customer engagement targets like increased frequency, lapsed customer reactivation and loyalty conversion. But to get there, you need enhanced insights on both known and unknown shoppers. To what degree can brick-and-mortar retailers capture and leverage those insights to understand and engage unknown customers?

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Many of the revenue-enhancing opportunities for brick-and-mortar operations remain tied up in one key marketing challenge: an inability to identify in-store customers, understand their purchase behavior and engage them with targeted messages, offers and rewards. Unfortunately, many brick-and-mortar retailers are in the dark when it comes to customer engagement because they lack insight on who their in-store customers are, what and when they’re buying, and how those actions connect to online identities and behaviors.

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Loyalty programs can help solve the challenge of identifying in-store customers and understanding their purchase behavior, at least for those that opt in. But loyalty programs alone cannot deliver a complete picture of in-store customers and their purchase history, creating a biased foundation to plan, execute and measure engagement strategies.

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For brick-and-mortar retailers to stay competitive in the long term, offline identity resolution is mission critical, but current approaches yield problematic match rates and unreliable accuracy levels. That’s where Point of Sale (POS)  data comes in. Sign-up sheets by the register notwithstanding, most every customer provides one key data input with every in-store purchase: an abbreviated record of their card information. That information, when leveraged properly, can serve to change unknown customers into well-understood and marketed-to targets.

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Download the white paper today to review existing options for identifying offline customers, including loyalty programs, and explore the potential of point of sale (POS) data for powering effective customer engagement across loyalty and non-loyalty customers.

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