Connected Retail: Setting the Standard for a Seamless In-Store Experience

The Rise of Retail Media

Brands and retailers need to make the next move. Moves that make every brand interaction feel intentional – every scroll, every tap, every stroll through the store should connect with the shopper.

Traditionally, the moment a shopper steps into the store, the path to purchase becomes disjointed and disconnected. Brands haven’t been able to invest in the same level of analysis as other channels, such as OOH and display advertising, as the data was guarded by retailers.

This is now changing with the rise of retail media networks – one of the most powerful tools for both brands and retailers¹. The retail media network encompasses all owned media, from in-store communications and websites, to audio, social, publishing and TV. Many of these networks are supported by shopper loyalty programs, and with this comes a wealth of first-party shopper information – their interests, their purchase habits, and special and seasonal occasions that they plan to celebrate.

For brands, in-store media provides a stronger brand presence at a crucial moment in the shopper journey: the point of choice. As shoppers consider which products to purchase, in-store media encourages them to see, touch, and even sample items. This not only enhances brand awareness but also prompts immediate and impulse purchases.

For retailers, it’s a lucrative revenue stream. Many are in the top 100 advertiser lists as brands seek to strengthen strategic partnerships with retailers that have the digital reach that they need, as well as precise shopper data². This includes insights into which products are most searched for, bought, returned, or left in the cart – perfect for personalising the shopper experience. 

Interestingly, retail media is also attracting brands from further afield; for instance, financial services and automotive companies are now working with retailers to reach their shoppers in new ways. It’s no wonder global retail media spending is poised for strong growth, expecting to exceed US$300 billion by 2030³.

Connected Retail

This is where we come in. Our innovative Connected Retail platform enables brands to provide the same seamless experience for shoppers in-store as they would in other channels, and at the crucial point of purchase.

Connected Retail:

• optimises digital communications for brands in-store
• enables shoppers to interact with brands at the moment of choice
• provides brands with first-party, in-store data (traditionally guarded by retailers)
• collects real-time data of shopper behaviour at the point of purchase
• helps create a more seamless, smoother brand experience

By recognising what resonates with shoppers based on the rich, first-party data that Connected Retail and retail media networks can offer — from shoppers’ browsing behaviours to purchase history and location — we can establish what motivates them, and how their trust and loyalty are earned. This data-driven approach ensures we can work with brands and retailers to offer a full, unified experience for shoppers.

What’s more, Connected Retail’s ability to capture in-depth, real-time data means we can measure the success of these activations with precision. This makes it easy to:

• demonstrate the effectiveness of each campaign
• enable continuous optimisations
• deliver a return on investment
• drive brand value

Connected Retail is an investment worth making for brands at the crucial point of purchase. By combining essential first-party, in-store insights and rich retail media data with our immersive brand activations, we can create a unified in-store shopper experience.

Learn more about Connected Retail in action here.