On the second day of Retail Media Showthe first Retail Media congress and fair powered by Publicis Commercethere were also various presentations and round tables in which leading brands such as retailers and technology partners shared their vision of the future of Retail Media.
The day started with Adigital, Spanish Association of the Digital Economywhich shared the results of its latest studies to create an optimal environment in Spain for the development and growth of the digital economy, which allows for a more open, competitive and sustainable society.
Remi Colmet Daage, Head of Agency Sales at SRP Medicaexplained how Showroomprivé generates D2C sales for its brand partners and, through various cases, Colmet He stated how they have generated direct sales by capitalizing on high traffic and a large data buyer base. “The force of private sales platform as a partner is to address a community of buyers that promises performance whatever the customer journey”he declared, explaining that “First-hand data enables long-term strategies on performance by constantly optimizing audience and B2C or D2C technologies allow enriching customer journeys”.
Next, Citrus Ad presented the first platform on the market through which you can launch onsite, offsite and in-store campaigns. “Citrus Ad’s vision goes further and today we are going to present a new era in Retail Media. Our vision is to lead the transformation in Retail Media by connecting retailers, brands and consumers in a single omnichannel platform”stressed Luis Gisbert Lobo, general manager Spain and Portugal of Citrus Adwhich also showed a real case of PC Components from the point of view of the retailer as well as from the point of view of Intel, a brand that works on PC Components. With Citrus Ad not only the brands but also the sellers of a marketplace can carry out campaigns with an attribution of their sales.
WhatsApp it is the ideal channel for sales of complex products where contact with the customer is essential and a sales agent can make the difference between a closing or an abandoned cart. How to use WhatsApp for customer acquisition, retargeting, outbound campaigns and how to create a quality support system. To learn more about this, Chatwithio presented the success story of FLIPO Y ebike.com and their sales through whatsapp: “Whatsapp becomes a point of communication that generates consumer confidence. The issue of automation is basic and the communication channel is very important”pointed Jean Derely, co-founder of Ebike; Y Alex April, CEO of FLiPO.
With so many options for brands and a finite pool of marketing dollars to go around, how should retailers and markets position themselves to attract those budgets? Grégoire Flatin, Head of Solutions Engineering relevanC; Y Arnaud Vaissiere, Senior Marketplace Consultant at OCTOPIAthey explained to us why running the commercial operations of Retail Media in-house and allowing resellers and brands to manage their own Retail Media campaigns is fast becoming the new norm.
From a totally objective angle, GfK dimensioned the Consumer Technology market in Spain, identifying what is being sold, when it is being sold the most and where consumers go to make their purchases. Furthermore, through gfknewron Consumershowed the motivations in the purchase process of the most digital audiences and the interactions of the buyers with the distribution, to end up illustrating the return on advertising investment in both ATL and BTL, thanks to their model of Marketing Mix Modeling: “The consumer does not understand channels, we have to take advantage of all the points of contact with the consumer to attract our public. Reviews, manufacturer websites, price comparators and retailers’ websites are gaining more and more relevance”pointed Mercedes Larrañaga, Senior Account Manager at GfK and Irene Cuezva, Sales Effectiveness Lead at GfK.
Germán Martínez, Country Lead of Amazon Ads Solutions, shared his upcoming platform innovations. Among the novelties, the improvements made in Amazon Marketing Cloudthe inclusion of the video format in SponsoredDisplay or the possibility that advertisers who do not sell on Amazon can launch campaigns taking advantage of Twitch audience information. In addition, the company is expanding Sponsored Products with presets to more markets, where the firm recommends advertisers the ideal campaign settings, including daily budget and bid strategies. The signs of Sponsored Brands they will be added in early 2023. Amazon Ads will also begin rolling out the ability for brands to manage their Amazon DSP audiences within AMC later this year.
Another novelty lies in its online video offer. The firm has incorporated the video format into its Sponsored self-service platform, so that any advertiser can launch a Sponsored Display campaign with video both inside and outside the marketplace properties. amazon ads has also added an expanded public beta program for Video Builder, which makes it easy for brands to create videos for their Amazon Sponsored Brands and Sponsored Display ad campaigns through customizable out-of-the-box templates. “These functionalities will help brands to be more efficient and achieve better results”said Martinez.
From the hand of Elisa Ticali, Sales Manager Consumer Electronics at Criteo, we learned how toy or electronics brands activate Criteo Retail Media solutions in Media Markt, Carrefour, Alcampo, Worten or FNAC in the Iberian market. In this sense, Ticali explained how the actions of Display and Sponsored Products They cover different needs of manufacturers and what is the best strategy to face Black Friday and the Christmas campaign with the greatest guarantee of success. From new product launch communication campaigns to always on activations, whose sole objective is to maximize the return on investment.
Glovo and Quick commerce They could not fail to have their space sharing the keys on how consumer brands can take advantage of the revolution in their sector. Marc Villalongue, Brands & Partners Marketing Team Lead at Glovo, explained how Glovo works as a brand accelerator and shared some data such as the highly engaged customer base opening the app eight times a month and placing orders 3.5 times. In addition, he emphasized targeting users at the right consumption moment during their online shopping experience. Glovo, with 360º activation experiences. On average, she said, “The brands that have worked with us have grown 194% more than the rest of the brands in all markets”.
Also DAYwhich thanks to its initiatives has become one of the most innovative companies in retail media and commerce in general, putting its platform close to the consumer both with physical stores and through Plaza de Día on Amazon, through Glovo and its own digital transactional ecosystem. “The key is to find a solution that adds value to both the client and the advertiser, all in the context of a state-of-the-art e-commerce and with an omnichannel experience”stressed Diego Sebastián de Erice, director of ecommerce at DIA. “I don’t want to turn DIA’s ecommerce into a fair where there are only ads. Many things can be done, you have to have that communion of data. And an advantage for us is that we can share that data online and offline”he added.
The keys to Black Friday and ecommerce in 2023 were also discussed at another table moderated by PrestaShop and in which they were Product Hackers, MaterialEscolar.es and The Sensory Lab. Topics such as Growth Hacking, sensory experiences at the physical point of sale and competing with the big names in ecommerce as a specialist store were part of the debate. As well as, if Black Friday generated additional sales or simply advanced sales and reduced margins.
New trends and innovations also had their space with ghopSpanish smart store model that works autonomously, Tiendeothe geopositioning communication solution for promotions and brochures from physical retailers as well as the upcoming opening of the Czech food leader, Sezamowhich will open in Madrid soon with its market purchase solution with more than 20,000 active references and planned and flexible delivery thanks to its experience in operations and technology.
Jose Luis Ferrero, Commerce Lead Iberia at Publicis Commercewas in charge of putting the finishing touch to the day: “Our objectives have been widely met, our clients, friends and partners They have been able to spend two days with us discovering solutions and use cases that will help us make the best decisions to ensure future growth. Thank you very much to all of you who have been able to visit us and join us!”.