At Digiday Media’s Retail Media Strategies event in New York City, the increasing importance of retail media and the demand for better returns from these channels were central topics. Marketing leaders from brands like Bayer, Mondelez, and Clinique shared their experiences and strategies for engaging with the growing retail media space.
These companies are investing heavily in various retail media networks while continually seeking ways to maximize their effectiveness and achieve better results.
Clinique, a top performer at Ulta, highlighted the significant investment required to succeed in retail media. Maiah Martin, Clinique’s executive director of consumer engagement, explained that the brand’s strong presence at Ulta demands considerable effort in account management and marketing.
In addition, Clinique is expanding its efforts into new retail media channels, such as Amazon, showing the need for brands to diversify their media investments. This reflects a broader trend of brands needing to invest in multiple digital platforms to stay competitive.
Exploring the Rising Importance of Retail Media and Strategies for Better Returns
One major takeaway from the event was the challenge of managing multiple retail media channels. A survey conducted during the event found that 35% of participants were investing in five or more retail media networks.
This highlights the difficulty marketers face in handling numerous channels, each with distinct requirements and strategies. The survey results show that while these additional channels offer opportunities, they also require more attention and resources to ensure they deliver results.
Speakers also discussed ways to enhance the return on investment (ROI) from retail media campaigns. Mike Sallette, vice president of media at Danone, shared insights on how offsite retail media can complement broader brand strategies, emphasizing the importance of balancing different channels.
Attendees were particularly interested in how retail media could serve objectives beyond direct conversions. For example, 22% of respondents saw retail media as a valuable tool for acquiring new customers, and 18% used it to improve engagement.
Although the survey findings were not groundbreaking, they underscored the growing maturity and value of retail media networks in modern marketing. However, Sue Dowling, co-founder of Pattern Brands, advised brands to be strategic in choosing the right channels.
She warned that spreading resources too thin across too many platforms could be counterproductive, stressing that success comes from a focused approach rather than trying to be everywhere at once.
