Retail Media for Grocers

Retail Media is a modern solution for a new retail landscape and a strategy that benefits both brands and retailers.

At a base level, retailers can use their assets (both in term of digital and physical real estate, and their customers’ first party data) to show specific offers and promotions their customers will love and engage with.

On the other hand, brands get increased product and brand visibility, and typically experience an increase in conversions with the placement of well targeted media near points of sale, plus the ability to monitor campaign performance and put advertising dollars where they matter most.

It’s so effective, it’s no wonder that the use of retail media by brands and retailers has increased drastically over the last few years – and is expected to continue this growth and become a $100B market by 2027.

Through retail media, brands can reach shoppers with relevant ads near the digital or physical point of sale. Retailers, on the other hand, can leverage their first-party data generating a new revenue stream.

Now is the moment for retail media. Brands are increasingly investing in retail media because it enables them to:

• Reach the shoppers while they are in the purchasing mindset
• Drive more product sales and capture more share of wallet
• Target and measure campaigns without relying on third-party cookies

Through a Retail Media Platform, retailers and brands can build better partnerships. With Loyal Guru, retailers can:

• Deploy the same tools that retail giants already use, to in the Retail Media Market – and WIN!
• Join a transparent, open ecosystem that maximizes revenue for retailers and flexibility for brands.
• Access to broad advertiser demand for retailers and sell your retail media with ease
• Benefit from access to standardized workflows and metrics across retailers
• Run multi- or single retailer campaigns with a variety of ad formats
• Get full visibility and pricing control

A few things retailers can keep in mind to establish successful media relationships include:

• Demonstrate the value and granularity of your first-party data
• Get ready to provide advertisers with comprehensive measurement via clear and robust reporting. This includes aggregate views of metrics by campaign, by category, by product, etc. Brands need retail media solutions that offer the control and flexibility to move budgets and optimize campaigns quickly — ideally from one central point.
• Get advertisers on board to buy retail media inventory
• Offer diverse ad formats to achieve a brand’s specific goal across the consumer journey
• Highlight the unique value of your particular audience – for example: its scale or its specific interest or alignment with brand partners

Partner up with a company like Loyal Guru, that offers both the tech and the retail expertise to guide you towards success. This will help you avoid costly mistakes, and access infrastructure, technology and knowledge to shorten the time to launch – compared to building the entire retail media solution in house.

We work with many grocers who previously had zero experience in digital media, as well as more experienced grocers with strong marketing teams in house, so we know what it takes for them to start monetizing — and how to help them mature into retail media.

When third-party cookies go away, brands will lose a significant part of their data pool.

Retail media is one of the few alternatives that can help them fill the void left behind.

Brands have already begun shifting budgets to retail media. This change will lead to a greater shift, with retail media taking its place as a core part of brand marketing plans, rather than an add-on.

Retailer first-party data provides many benefits, such as:

• It’s privacy-safe
• Ready-to-buy audiences, at the point of purchase
• Up-to-date information
• Includes both online and offline data, for a larger data set
• Detailed, for more precise, effective personalization
• Closed-loop, so you can attribute ad spend directly to sales