Building a More Profitable Future with Retail Media
- Sameeha Junejo and Sarah Nasir
- Nov 5, 2020
- 1 min read
The coronavirus pandemic has led to an increase in retailers’ e-
commerce sales. However, they are also challenged by the increasing costs associated with fulfilling online orders. This transforming landscape has led to retailers utilizing retail media programs as a way to drive top-line product sales and bottom-line profit. Retailers are leveraging previously untapped first-party information.
Google helps retailers take advantage of accumulated data by providing insights which help them drive store traffic and capitalize on local opportunities. Retailers’ partnership with Google also helps them deliver full funnel media plans including YouTube, Display, and Search ads. Retailers are also leveraging first-party shopper information in order to better understand shoppers and personalize their shopping experience.
If you are a local retailer or merchant facing challenges due to the accelerated shift to online shopping, we would love to hear your experiences.
We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.
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