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March 1: Retail Media delivers at every point of the funnel

In this edition, we debunk the myth that retail media doesn't deliver for upper-funnel marketing objectives, plus we contextualize Walmart's acquisition of Vizio, Wawa's Goose Media Network and an update from Giant Eagle's Leap Media Group.


Unfold with Threefold. March 1, 2024. Retail Media deliever at every point of the funnel
Threefold is a biweekly newsletter from the retail media experts at Threefold.

Howdy! Welcome back to Unfold, a biweekly newsletter from the retail media experts at Threefold. It’s hard to believe we’re already in March; this year is truly flying by. The back half of February was busy for our retail media industry, and with ShopTalk on the horizon, this month is shaping up to be even busier. 


To refresh, every other week, we’ll meet on the Threefold LinkedIn page to chat about what’s going on in our booming retail media industry, and we’ll provide key context and insights backed by our 15 years of experience in the space. In each edition, our experts will also tackle a pervasive retail media myth and explain why it’s just not the case.


There’s so much to tackle, so let’s jump right in.


 

This week, we’re tackling the myth that retail media doesn’t deliver for upper-funnel marketing objectives. 


The reality: Retail media can deliver against objectives at any part of the funnel, from awareness through to loyalty and at every stop in between. In the past, commerce marketing was considered a cardboard touchpoint in and around the store. Many brands viewed it as static and only impacting shoppers in the last moments of their journey. 


But the industry is always evolving and has changed so much in the last five years. Omnichannel retail media now easily encompasses all aspects of the funnel, as consumer journeys have shifted drastically and become non-linear. There are so many opportunities to raise awareness in-store, especially as retailers modernize their store fleets and add more digital touchpoints, from screens to audio.


There are likewise a plethora of out-of-store touchpoints that retailers can employ as part of their Retail Media Networks, offering brands advertising opportunities that align with how consumers shop. Threefold’s experts work with numerous brands across categories and have delivered omnichannel media campaigns that reach shoppers at every point of that funnel.


True, effective retail media captures shoppers’ attention whenever they come into contact with a brand, whether that’s through social media, via Connected TV platforms or a digital screen at the deli counter. 


Read the entire newsletter by subscribing on LinkedIn.


About Threefold

Founded in 2008, Threefold is the world's leading Retail Media Network (RMN) specialist, headquartered in both New York and London. As part of the SMG agency network, which employs over 250 retail media experts, Threefold's primary mission is to unlock incremental CPG budgets, curate media campaigns that supercharge sales and elevate its retail partners into top-tier omnichannel media owners, spanning in-store, off-site and online.


Threefold's services include consultancy, evaluation, and a white-label in-house solution that has seen the agency build, run and operate over 10 Retail Media Networks to date. In the UK, Threefold runs and operates Walgreens' Boots Media Group and Morrisons Media Group, and additional live partners include major retailers like Asda, The Co-op and The Very Group.


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