With onsite placements like Sponsored Products, everyone with an eCommerce site and a physical store is playing the Retail Media game. But let’s focus on the newcomers, as displayed below in no particular order. What retail media examples?
Walmart
A rising star in the online market, Walmart has created and introduced several initiatives aimed at “omnichannel retail.” The company aims to connect in-store and online/app-based shopping as seamlessly as possible, bringing in-app advancements to direct in-store experiences and putting web-based reviews and ratings to actual product shelves in the store.
Target
Target’s gradual expansion into the advertising market continues. However, advertising isn’t ‘The Focus’ this year; they’ve been committed to—and have stuck with—the visitor experience as their North Star. Efforts to achieve this include developing a standout curbside pick-up service supported by membership-based business Shipt, a 2017 acquisition, completing store-to-door services, and shipping to customers.
Roundel, Target’s internal Retail Media agency, offers a bewildering variety of options in the display space alone, with managed services and self-service for those who want to pay for the right to use first-party data and take it in-house and use their programmatic platform, like DV360 or The Trade Desk.
Kroger
They have made significant strides, supported by Kroger’s loyalty card program, which is and remains robust, providing accurate and timely shopper insights. Examples include the expansion of delivery and fulfillment to their third-party marketplace powered by Mirakl, the launch of Instacart Convenience, their online partnership with Bed, Bath & Beyond, and their sponsored products and banners with PromoteIQ. PromoteIQ’s self-serve platform also has excellent out-of-the-box targeting choices, including discount possibilities.
Additionally, they are continuing with partners, speed, or onsite ads. For instance, the introduction of Kroger’s PMP, a private marketplace that enables marketers to access consumer profiles before activating them on the DSP of their choosing, is just getting started.