The concept ofretail mediahas proven to be one of the most fascinating and strategic innovations in the retail sector. What could initially be mistaken as just an extension of traditional media today represents a change in the business model of large chains and an opportunity for those who want to enter an increasingly competitive and dynamic market. In some cases, it is already possible to see specific departments focused on this concept, seeing this movement as a means of monetization and a new way of creating value in their operations to win over the modern consumer.
Not surprisingly, the theme of the evolution ofretail mediaand the digitalization of strategiesmarketing was widely discussed at NRF 2025, one of the largest global retail events. The discussions highlighted the use of real-time technologies in physical stores, as well as the need to adapt to local culture and strategic partnerships as key elements for the success of initiatives. The impact of digital on the purchasing decisions of younger people was also highlighted, showing that new generations seek more interactive, personalized shopping experiences that are aligned with their values.
So, theretail mediabecomes a powerful ally in promotional dynamics and product display, capturing the consumer's attention in a more impactful way. However, to do the basics well, it is not enough to bet on visibility and the media itself: it is essential to integrate price optimization actions and ensure stock availability. Think aboutretail mediais to think of a 360° experience ecosystem, in which the consumer is impacted both online and in person – being, in both environments, at the center of everything. After all, the customer moves through several channels simultaneously and in a non-linear way, and ignoring this reality means giving up a deeper and more profitable relationship with them.
All over the world, we see successful examples of the application of these integrated strategies. Here I would like to highlight, in particular, the giant North American retailers Target and Kroger, which excel at integrating purchase data with personalized advertising, increasing customer engagement and boosting their sales. Brazil stands out in this global scenario, being one of the countries where this format is growing the fastest. According to eMarketer, a company specializing in market research, investment inretail mediain Brazil it jumped from US$ 1 billion to US$ 30 billion in the last five years, with a projected growth of 43.5% in 2024. Understanding the relevance and potential of this media to generate visibility and effective engagement is crucial for the prosperity of today's market.
In this context, technology plays a central role: advanced data analysis tools offerinsights accurate so that decisions are based on facts, increasing the results of these initiatives. It is in this universe of innovative solutions that we see the applicability ofbig dataand of theomnichannel– essential elements for a true transformation in the performance of theretail media. Implementing these technologies makes it possible to identify and optimize opportunities throughout the entire consumption chain, allowing for continuous monitoring of actions and greater prominence in the market.
THEretail mediaemerges as an opportunity to innovate in product promotion and increase customer loyalty. By exploring new ways to engage consumers – whether through more creative campaigns, interactive experiences or collaboration – brands can create a stronger and more memorable presence. Social networks emerge as powerful extensions ofretail media, enabling personalized campaigns and expanded reach, as well as enabling brands to explore interactive experiences and collaborations with influencers to connect more meaningfully with their audiences.
In addition to the product, promotional practiceshyperpersonalizedhave the ability to reinforce a positive image in accordance with ESG principles, placing sustainability and social responsibility as priorities. Proof of this is Unilever, which integrates social and environmental issues into its business actions.marketing, promoting products that meet consumer needs and support causes such as reducing waste and strengthening local communities. Initiatives that incorporate sustainability into their value proposition – including the promotion of seasonal and perishable items – have the power to strengthen brand loyalty, establishing a lasting emotional connection with customers that transcends the simple commercial transaction.
Finally, it is essential to recognize how a strategic tool for retail chains and brands, by combining technology, consumer experience and sustainability principles, can maximize financial results and, at the same time, consolidate an innovative and responsible positioning in the market. Those who are able to adopt and adapt these strategies efficiently will be keeping up with trends and leading the future of retail.
