A Strategic Bridge Across Retail Functions
Retail Media Networks (RMNs) offer a unique solution to a long-standing industry challenge: aligning trade (focused on sell-through, margin, and inventory) with marketing (focused on traffic, engagement, and brand uplift). When planned collaboratively from the outset, RMNs become the connective tissue that harmonizes these teams under a unified commercial vision.
According to Interactive Advertising Bureau, instead of resorting to deep price cuts during a price war, a health retailer leveraged an omnichannel RMN campaign – spanning site sponsors, social ads, and in-store digital signage – funded by brands. The result was an enhanced sell-through without sacrificing margin.
Unlocking Alignment Through Shared Language & Data
The report also emphasized the importance of shared data. Trade teams benefit from marketing insights about engagement and conversion, while marketing gains visibility into POS and in-store performance. Centralizing data and measurement enables both teams to speak a common language, aligning strategy and impact across departments.
Broader Context: RMNs as Omnichannel Linchpins
RMNs not only unify internal teams but also enable seamless brand engagement across shopper touchpoints by making full use of first-party data. These systems support full-funnel marketing, enabling brands to influence shoppers from awareness to conversion.
From a strategic perspective, RMNs also provide privacy-centric data-sharing, filling the void left by eroding third-party cookies, while offering actionable insights for brands.
