We chat to Martin Jensen, co-founder and CCO at Nexta, about the development of retail media, and how brands can take advantage.
How can brands and retailers leverage retail media technology to enhance personalisation and improve customer engagement?
Retail media technology presents a transformative opportunity for brands and retailers to deliver highly personalised experiences on a scale, addressing today’s expectations for relevant and engaging content. With the power of customer insights, brands can move away from broad, one-size-fits-all marketing and instead deliver targeted content that resonates with individual shoppers. This approach doesn’t just drive engagement; it builds trust and loyalty and more meaningful connections between customers and brands.
What strategies are retailers using to integrate retail media technology with existing digital advertising platforms, and how is this impacting their ad revenue streams?
Retailers are transforming owned media into high-value ad revenue channels by integrating retail media technology with digital advertising platforms. For retailers, it means enhanced ad performance and significant revenue growth, while brands benefit from precise audience targeting in a unified, omnichannel environment with closed loop attribution and reporting.
How are retailers using retail media technology to analyse consumer behaviour and optimise product placement, promotions, and pricing strategies?
In today’s competitive landscape, understanding consumer behaviour is vital, and retail media technology offers unparalleled insights that inform product placement, promotional strategies, and pricing decisions. With access to real-time buying data, retailers can adjust inventory on the fly and strategically position products to maximise visibility and impact.
What role does artificial intelligence play in retail media technology, and how are retailers using it to predict trends, drive sales, and enhance inventory management?
Artificial intelligence (AI) will be reshaping retail media by delivering predictive insights and automation that empower faster, smarter decision-making. Retailers can leverage AI to forecast trends, optimise ad placements, and automate complex processes that drive both engagement and sales.
How can self-service retail media platforms like Nexta help the retail ecosystem reach its potential in terms of scale and monetisation?
Self-served retail media platforms and ad managers are enabling retailers to scale operations and unlock new monetisation opportunities for both direct sale and agencies. By putting campaign management directly into the hands of brands, retailers are reducing friction and time to market for launch campaigns. Retailers can effectively monetise ad space without requiring extensive internal resources. With real-time campaign optimisation, Nexta Ad Manager allows brands to respond instantly to performance metrics, maximising return on investment, and fostering stronger customer engagement across the retail ecosystem both on-site and off-site.