One after the other, more digital retailers in the last couple of years have begun turning their virtual shelf space into ad inventory.
But the retail media wave doesn’t have to all be about digital ecommerce.
In this video interview with industry analyst Joanna O’Connell for Beet.TV, Sherry Smith, GM, Global Enterprise, Criteo, says the practice is broadening-out.
Smith highlights how these programs have grown from being primarily focused on revenue generation to now considering the entire customer experience
“Retailers are really thinking about this whole experience of their consumer and how do they really reach that consumer and do so in a meaningful way,” she says.
Start your carts: Ulta’s 21 Days of Beauty Event is upon us 🛒https://t.co/SRqqcjIHE7
— Good Morning America (@GMA) March 13, 2023
Smith cites L’Oreal’s partnership with Ulta for its 21 Days of Beauty event. “The whole experience has to be very seamless,” she says.
“It’s so critical that that retailer and …