This article was written by Greg Kihlström for CMSWire. Read the full article here.
How do retailers maximize their retail media inventory and incremental revenue while creating a better shopper experience and greater brand trust?
There is no mistaking the growth of retail media’s popularity with advertisers, which has ballooned into a more than $128 billion global category. It’s projected to surpass TV spending within a few years.
Yet, despite the growth, consumers are not quite as enamored with retail media. A recent Rokt and Harris Poll study found that nearly 30% of customers abandoned their carts when bombarded with irrelevant offers and ads that filled the retail media space without any connection to the individual or their purchase intent.
While a tactic of simply stuffing their inventory may bring retailers some short-term gains, it’s not a long-term solution. How can e-commerce retailers create a win-win situation and maximize their retail media inventory while also creating a better shopper experience and greater brand trust?
Let’s explore.
This article was written by Greg Kihlström for CMSWire. Read the full article here.
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