Retail Media Sparks Restructuring

#30DaysofRetailMedia | Day 16: Retail Media Sparks Restructuring

Global retail rethinks its marketing and tech infrastructure.

92% of brand advertisers and 74% of agencies say they’re partnering with retailers to reach consumers.

These stakeholders are moving from silos to a more integrated structure, as retailers evolve into media companies to help brands reach consumers as they shop.


WHY:

🔸 Traditional systems don’t reflect consumers’ omnichannel habits, and expectations of convenience, speed and personalization
🔸 Silos limit companies’ growth due to inefficiencies and redundancies


SO WHAT:

🔸 Restructuring to support retail media affects strategy, people, processes and tools
🔸 Resources are flowing into retail media, including marketing budgets, tech investments and global talent


BENEFITS:

Aligning retail media stakeholders to satisfy consumers’ needs helps companies stay:

🔸 Agile
🔸 Efficient
🔸 Relevant
🔸 Profitable

What would you add?


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30 Days of Retail Media series by Lisa Goller, Founder, Lisa Goller Marketing

RETAIL MEDIA FUNDAMENTALS
Day 1: Retail Media is On Fire
Video: Why Retail Media is On Fire
Day 2: Online vs. Offline Retail Media
Video: What’s the Difference Between Online vs. Offline Retail Media?
Day 3: On-Site vs. Off-Site Retail Media
Video: The Difference Between On-Site vs. Off-Site Retail Media
Day 4: Endemic vs. Non-Endemic Brands in Retail Media
Video: Endemic vs. Non-Endemic Brands
Day 5: Retail Media Glossary
Video: Speaking the Language of Retail Media

RETAIL MEDIA STAKEHOLDER GROUPS
Day 6: Retail Media Stakeholders
Day 7: Retailers’ Retail Media Needs
Day 8: Brands’ Retail Media Needs
Day 9: Tech Providers’ Retail Media Needs
Day 10: Consumers’ Retail Media Needs
Day 11: Retail Media Leaders – Retailers
Day 12: Retail Media Leaders – Brands
Day 13: Retail Media Leaders – Tech Providers

RETAIL MEDIA TRENDS
Day 14: Retail Media Fuels Global Growth
Day 15: Retail Media Reveals Marketing Silos
Day 16: Retail Media Sparks Restructuring
Day 17: Retail Media Sparks Retailer-Brand Collaboration
Day 18: Ad Buying & Selling Evolve With Retail Media
Day 19: Retail Media Goes Full Funnel
Day 20: Retail Media is All About the Data
Day 21: Retail Media Metrics
Day 22: Stores Evolve With Retail Media
Day 23: Why Grocery is a Retail Media Magnet
Day 24: CTV Shakes Up Retail Media

RETAIL MEDIA STRATEGY
Day 25: Retail Media Risks
Day 26: Retail Media Key Success Factors
Day 27: Retail Media Partnership Trends
Day 28: Retail Media PEST Analysis
Day 29: Who Has Retail Media Power?
Day 30: Retail Media – Looking Ahead