Developing a successful retail media strategy, distinct from traditional media approaches, can pose unique challenges in cultivating a personalized and holistic customer experience—otherwise known as an omni-experience. Too often, brands miss the mark in curating a comprehensive shopping journey. However, this isn’t due to a lack of effort.
Planning promotional calendars, in-store execution, circulars and digital media across multiple stakeholders can’t be rushed in the weeks leading up to a campaign launch. For retail media programs to create a significant impact, it’s essential to harmonize shopper marketing, brand and sales efforts to provide shoppers with a compelling reason to try a new product.
In practice, an omni-experience involves considering all consumer touchpoints before, during and after the shopping trip. When shoppers search for weeknight meals or afterschool snack ideas, it’s important to inspire new use occasions that will fold seamlessly into their weekly rotation. Retail media creative should go beyond the common practice of highlighting a simple product image and a “buy now” call to action, understanding that some shoppers rarely buy a single item without having a full shopping cart ready to go.
In a true omni-experience, shopping decisions are facilitated by pairing inspiration with a meaningful promotion strategy and reminding consumers to shop at their preferred retailer on their next trip. Through thoughtful planning and helping to make shopping an easier task for customers, brands are rewarded with growth and customer loyalty.
However, many brands fall into the cycle of planning campaigns sporadically, making the coordinated omni-experience a difficult feat. This results in fragmented plans that ultimately disjoint the customer experience. From complicated promotion strategies, including temporary price reductions, store-level and manufacturer offers, rebates and more, to syncing digital and in-store strategy, it’s easy for a brand’s retail media symphony to be out of tune. So, what’s a shopper marketer to do?
Start with your sales team
Your sales team is very familiar with the nuances of the retailer. They possess deep category knowledge and insights to help orient your plan from target audience to creative. Moreover, they are in lockstep with the promotional calendar, aiding you in aligning media with promotions. Running a coupon without media means your shoppers may never know until they walk into the store. In an environment where shoppers are price-sensitive, pairing promotional details with usage occasions is crucial to draw attention, drive units and foster category growth.
An omni-experience involves considering all consumer touchpoints before, during and after the shopping trip.
Sales teams can also provide unique perspectives, such as suggesting revisions to creative based on product usage insights. For example, leading up to a heavy promotional period, creative for butter can be reworked to remind shoppers they can freeze the product for future use.
Understand shopper search patterns
Shoppers use retailer website search bars for various purposes, from checking ratings and reviews to building a shopping list. For example, grocery searches often resemble a simplified shopping list, such as “eggs, milk, butter.”
Conduct keyword analysis to understand common search terms and patterns so the online shopping journey is as seamless as possible. Do they specifically search for product attributes like gluten- or dairy-free, or do they search broadly, expecting the algorithm to show relevant products based on their buying patterns?
Embrace fewer, yet bigger and better campaigns
If timing or budget constraints make executing a holistic and thoughtful omni-experience challenging, consider pausing and rallying efforts for larger campaigns. Planning across teams takes approximately six to eight months to develop a holistic retail presence. Despite the pressure for a high return on ad spend, targeting heavy brand buyers can isolate a group of brand loyalists and hinder overall brand and category growth. As retailers aim to grow units, providing shoppers with helpful use cases or product attributes can be more impactful than focusing on brand loyalty.
Remember, shoppers’ time is limited, their budgets are tight and their attention is stretched, given the overwhelming number of advertisements, messages and notifications they receive on a daily basis. If your campaign doesn’t make shopping easier, inspirational or enticing, consider holding off until these pieces can be coordinated to make the most of your retail media experience.
Enjoy the process of building omni-experiences where the shopper’s needs are at the center of the strategy. Provide inspiration, ensure timing aligns with offers in market, align creative accordingly, and always be in lockstep with your brand and sales team.
