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Post by on Oct 3, 2023 6:00:24 GMT
The e-commerce giant is positioned as the most dominant player in this sector, with a projected share of 37.2%, which is equal to revenues of $52.7 billion in 2024. For its part, Alibaba is also in a privileged position, but faces an increasingly competitive Chinese market. But, as Horizont points out , unlike Amazon, many of the new operators have a solid physical business, as is the case of Walmart, and can use the ociated data to boost their media retail actions, which increases its attractiveness in the eyes of advertisers. Consumer products have the greatest recovery potential Consumer Email Lists products could provide a strong boost to the retail media business; according to a study by Accenture and GfK, the online share could rise from 5% today to between 10% and 15% in 2030. In this sense, the large Store chains have the opportunity to measure the impact of advertising on sales not only online, but also in the store, for example, through loyalty applications 10. In-store advertising is integrated into retail media In-store advertising will be integrated into the retail media portfolio; in the United States, omnichannel operators have been working for years to best integrate online commerce with physical commerce. For example, Walmart not only offers advertising on its 170,000 digital screens, but also integrates audio ads in the store, and this year it has opted to distribute product samples in more than 120 stores as part of its retail media campaign.
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