Who has never entered a website with an interest in mind, but ended up completing the purchase with items different from what was planned? So know that this action does not happen by chance, and is often the result of what is called retail media, strategy that refers to the practice of presenting advertising content directly at the point of sale. The concept has been gaining wide space within the digital environment, especially in marketplaces like Amazon, Free Market, Shopee and other major sales networks.
With the aim of influencing consumer behavior in the buying journey, retail media positioned at online points of sale becomes powerful by allowing brands to reach consumers more precisely and relevantly, maximizing conversion and loyalty. According to Gabriel Lima, CEO and founder ofENEXT, specialized consultancy in full digital, the main attraction of this strategy is the context. Consumers are already predisposed to purchase, what makes this strategy highly effective for increasing conversions and ensuring greater relevance in product exposure, explain
Not by chance, Retail Media is one of the fastest-growing areas in digital marketing. According to data from the Newtail 2024 survey, global investment in the strategy should exceed US$ 50 billion by 2025, with Latin America representing a significant portion of this amount. Going against this warming, a survey by ENEXT, in partnership with Newtail, 79% of Brazilian industries are working with Retail Media, at the same time that 100% of them believe that the concept is the new trend in retail
ENEXT itself has played a central role in the implementation of retail media in some of the country's leading brands. As the most certified agency in Amazon and Mercado Livre Ads, the consultancy has been developing strategies based on data intelligence, personalization and continuous optimization. This work has allowed major brands to increase their visibility and maximize their results in the main marketplaces in the country.
Nivea: Significant Growth on Amazon and Mercado Livre
One of the largest beauty and skincare brands on the planet, Nivea made significant progress in its digital presence in the country through retail media strategies. Only on Amazon, the brand registered a 110% increase in sales compared to the previous year, with the Dry Skin Milk Body Moisturizer 400ml becoming the third best-selling product on the platform. "The segmentation work allowed us to reach the right audience at the right time", maximizing the conversion rate and expanding our presence in the marketplaces, details the executive. On Mercado Livre, the growth was almost 80%, with the media team responsible for 73% of the brand's total sell out. The results were the result of a joint effort with ENEXT, supported by precise segmentation and optimization of ads, that allowed Nivea to improve its visibility, reach strategic audiences and establish itself as a reference within the chosen marketplaces
Eucerin: A Leading Role in the Beauty Sector
Eucerin also reaped significant benefits by investing in retail media, with a 197% growth in sales on Amazon compared to the previous year, consolidating its presence among the largest in the beauty sector. This performance led Eucerin to reach the eighth position among the best-selling beauty brands on the platform, including one of its products ranking in the top 15 sales. Data intelligence and continuous optimization were decisive in achieving these significant results, ensuring that each media investment was converted into real returns for the brand, highlights the CEO of ENEXT. In this sense, the agency's work allowed the brand to increase its market share and also strategically position its products for greater relevance and engagement with consumers.
