According to the 2024 Global Online Shopper Trends Report, from DHL, sales made through social media, the so-called social commerce, must reach the mark of US$8,5 trillion by 2030. Data like this shows that technological transformation has become essential for retail revenues, that promises to become the largest advertising platform in the market in the coming years
According toBruno Belardo, Vice President of Sales ofUS Media, leading media solutions hub in Latin America, entering the digital world represents a great opportunity for retailers. "It is a sector that has a deep understanding of consumer behavior and", align it with personalized advertising experiences with proven results, "have the chance to be the protagonist", say
New investmentsCurrently, many retailers have invested in big data and artificial intelligence (AI) to process and segment customer data in real time, so that they can develop advertising campaigns that reach their target audience. Furthermore, there is a strong movement in the sector to incorporate new technological tools into processes that respect consumer privacy, in accordance with regulations such as the General Data Protection Law (LGPD)
Belardo adds that seasonal dates like Black Friday are also motivating companies to invest in qualified and efficient media strategies, since they have a high potential for traffic volume and transactions. A study conducted by Wake and Opinion Box confirms this scenario, revealing that e-commerce is the preferred channel of 58,2% of shoppers during the period, with the marketplaces (47,8%) and applications (44,3%) coming right behind.
"Black Friday is a perfect time to show advertisers the Return on Investment (ROI) that digital advertising can have for retail", highlights the executive. If retailers measure results and track the entire purchase funnel, from start to finish, each user click could be the source of an immediate sale, complete
Focus on retail mediaThe rise of retail as an advertising platform is also driving its diversification of advertising channels, what can be seen mainly with the heating of the retail media field. Omdia points out that the strategy in question helped global industry representatives achieve $123 billion in revenue between 2019 and 2023, number that is expected to increase to US$293 billion by 2029.
Belardo explains that the growth of the format is due to its ability to engage consumers in various ways, whether on websites and apps or on external channels, like mediaOut-of-Home (OOH) and on Connected TV (CTV). Retailers are realizing that the integration between physical and digital can lead to more immersive and disruptive campaigns. The result of these experiences? The expansion of reach, relevance and accuracy of your advertising strategies, concludes
