RETAILMEDIAMIRAGEHowthegrowingdividebetweenretailersandbrandsthreatensretailmedia’spotentialIntroduction:Likeyou,wehavebeencaptivatedbytherapidriseofretailmediaanditspotentialtoboostmarketingefficiencyforbrands,whilecreatingnewrevenuestreamsforretailers.However,whilespeakingtoretailersandbrandsabouttheirrespectiveretailmediaexperiences,weno-ticedahighleveloffrustrationcomingfrombothsides.Thesefrustrationsseemedtocontradictthesweepinglypositiveretailmedianarrativewehadbeenreadingheadlinesaboutsinceitsinception-somethingseemedoff.Thisdisconnectinspiredustodigdeeperintowhatwewerehearinganecdotally.Wewantedtounderstandretailers’andbrands’actualoveralllevelofsatisfactionwiththeretailmediaexperience.Wewantedtoidentifythepainpointsthatthreatenedthegreatpotentialofretailmediaanddiscoverthesolutionsneededtomoveforward.Ourgoalwastogettothetruthbeyondthemirageofretailmedia.Wecommissionedastudytolookdeeper,andourfindingsweresurprising,toputitlightly.Thestudyuncoveredagreatdividebetweenbrandsandretailers-onethatrepresentsaseriousthreattothepotentialofretailmedia.However,italsorevealedasurprisingconsensusonthesolutionsthatcanputretailmediabackontherightpath.Togettothecoreofthesequestions,wepartneredwithBWGStrategytoconductastudyofseniorstakeholderswhohavedirectexposuretoandinfluenceonretailmediadecisionsforbothretailers...
发表评论取消回复