THEretail media, marketing strategy that allows brands to advertise directly at physical and digital points of sale, is in full rise in Brazil. Available in supermarkets, pharmacies, shopping malls and fashion stores, these screens and digital displays offer targeted communication to the consumer at the time of purchase, driving engagement and sales conversion
Large retailers from various sectors, as Carrefour Group, C&A and Panvel, they are already investing in the personalization of offers and interactive experiences, bringing brands even closer to their consumers
Different from conventional advertising platforms, theretail media(or retail media) uses exclusive data collected by the retailers themselves, what ensures a more precise and targeted segmentation of the audience that frequents these environments
This approach has been gaining strength globally. According to research by the Boston Consulting Group (BCG) and Google, theretail mediais expected to generate around US$ 75 billion in global revenue by 2026, with an annual growth of 22% in advertiser investment in retail platforms
"THEretail medianot only improves the consumer experience with relevant messages at the exact moment of purchase, but also provides valuable data for brands about preferences and consumption habits, affirms Leonardo Koboldt Araujo, head of Gad experience, brand consulting and experience with 40 years of operation in the market
It is worth noting that, in addition to reaching the consumer at the ideal moment, during the buying journey, the strategy allows brands legal and secure access to consumer data, complying with the General Data Protection Law (LGPD). With personalization made easier by the use of the retailer's own data, the campaigns do not require cookies and ensure precise targeting, respecting consumer privacy
"In Brazil", this trend is still in a growth phase, but the companies that have already adopted the strategy are reaping positive results, both in sales and in customer loyalty, in addition to the monetization of physical screens or digital spaces, for retailers.”
Real-time Experience and Interactivity
THEretail mediaallows brands like C&A, Ibirapuera Shopping, in the São Paulo capital, integrate technology to create an engaging experience for your customers. Recently, the installation of LED panels in the store transformed the space with vibrant images and real-time personalized offers, adapted to the interests of the customers who are on site. This type of technology attracts attention and facilitates consumer engagement, increasing the conversion potential
Another example is Panvel, with your space at Salgado Filho International Airport, in Porto Alegre (RS), where the network promotes its private label products on strategically positioned digital screens and on a large LED screen at the entrance of the pharmacy. The initiative attracts the attention of consumers passing through the airport, contributing to the increase in brand visibility and sales conversion
Next advances
As technologies evolve and consumer behavior transforms, theretail mediaconsolidates itself as a powerful marketing tool for retailers and brands in Brazil. With the possibility of real-time customization and integration with artificial intelligence platforms, it is expected that this strategy will expand even further in the coming years, transforming the landscape of national retail
"The trend points to the strengthening of partnerships between retailers and advertisers", bringing gains in visibility, sales and customer loyalty. With theretail media, Brazil is moving towards a new era in retail, where marketing is more personalized, efficient and integrated with the needs of consumers, comment Leonardo Koboldt Araujo
