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What are retail media networks: an insightful journey into modern marketing tactics

What are retail media networks: an insightful journey into modern marketing tactics

| Blog | author: Monika Torokne Nagy

Advertising in the modern age is a dynamic and ever-evolving field. There are many tools for those who want to increase their sales and get their message to more people. One of these is the retail media network, which brings a new dynamic to retail advertising. But what is this buzzword, what are retail media networks that seems to be redefining traditional paradigms? Let's find the answers together!

What are retail media networks?

Retail media networks, in a nutshell, represent an innovative marriage of commerce with advertising. Brands use these networks to place their products intelligently within an online retail environment. The goal? To stimulate spontaneous purchase decisions by enhancing product visibility and making a memorable impression.

RMNs have transformed standard advertising approaches. By focusing on the point of purchase — online marketplaces — they have effectively moved the spotlight from external platforms to the very sites where the transactions happen, revolutionizing the idea of in-situ marketing. This makes them a formidable tool for brands looking to strengthen consumer engagement and give potential buyers a seamless shopping experience.

In this fascinating and complex world of retail media networks, brands are not just selling products, they're selling experiences, creating meaningful connections with consumers right where it matters most. With every click and every purchase, they redefine what we know about online advertising.

Components of retail media networks

Three main components of retail media networks: the retailer’s website or app, the ad platform, and the data management platform.

Firstly, the retailer's website or app stands as the main stage. Here, relevant products catching the eye of potential customers and painting an enticing image. The platform is designed not just to project products, but to contribute significantly to user experience and eCommerce transactions. 

The ad platforms optimize ad space and time to the finest detail, ensuring the right advertisement reaches the right customer at the right time. 

The data management platforms ensure the vast quantities of data playing out across these networks are managed, organized, and deciphered effectively. These platforms gather consumer insights from various sources to help brands strategize their marketing tactics. As the trend continues to shift towards data-driven decisions, these platforms provide actionable insights that aid in delivering a personalized customer experience.

A trendsetter in its own right, this network rejuvenates advertising, creating relevancy in this ever-evolving digital world.

How do retail media networks work?

The intriguing mechanics of retail media networks lie in three critical facets: the role of data, engagement techniques with brands and advertisers, and consumer interaction. 

Firstly, the lifeblood of these networks is data - it's about understanding who the consumers are, their shopping patterns, preferences, and behaviors. Harnessing this data, retail media networks then devise targeted ads, which creates a more personalized and relevant shopping experience. 

The engagement with brands and advertisers is the next key component. Retail media networks act as a bridge between these stakeholders, offering a platform for brands to reach potential customers directly on their shopping journey. This unique proposition results in more relevant product placements and promotions, arising naturally within the consumers' shopping flow. 

Lastly, interaction with the consumer happens through a blend of personalized content and strategic product placement. The aim isn't simply to sell, but also to create a seamless and enjoyable user experience. This means showing the right product at the right time based on the consumer's shopping behavior, thereby establishing commerce as a service, not a one-way transaction.

Hence, retail media networks are a dynamic blend of data-driven insights, brand engagement, and consumer interactivity - a trifecta aimed at streamlining the landscape of modern-day retailing.

Retail media solution from Inhabitad

Inhabitad offers the opportunity for any commercial operator to benefit from a new advertising method without having to invest money in development. The platform we offer can be easily integrated in a short time by retailers with an online store. They can do this free of charge, since with Inhabitad you only pay for the ads. 

The platform allows advertisers to deliver personalized messages to their audience and track results accurately. All the retailer has to do is opt for the integration, and the ads on the webshop can simply generate extra revenue. Curious to know how we work? Click to learn more about Inhabitad!