Marketplace Summit 2022, the largest exclusive event on ecommerce & marketplaces, was held on June 24 at the Palacio de Hielo Cinemas. During the day we were able to learn about some of the most interesting success stories, round tables and we even discovered what e-commerce smells like.
Since Amazon launched its Advertising platform, the retail sector has been developing different solutions until the moment arrives -now in 2022- when we clearly move on to the next phase, that of growth until reaching maturity. Brands need to participate in retail media programs to defend and maintain their positions in marketplaces and multi-brand stores. Retail Media is the new Trade Marketing for online point of sale and its growth is unstoppable, being considered by many as the third revolution in digital marketing after Search and Social. The person in charge of this presentation was José Luis Ferrero, Commerce lead Iberia of Publicis Groupe with Gema Sanz Menchero, Head of eCommerce of Kimberly-Clark, Susana Larriba, Senior Sales eRetail at MAHOU SAN MIGUEL and Eva Maria Zaera Cabrero, Associate Director Digital Commercial Development of COCA COLA EUROPACIFIC PARTNERS.
Marketplace Summit has the support of Octopia, Mirakl, Mango Pay, Packlink Pro, ID Logistics, Adyen, CTT Express Y Decade Studio.
(1′ 02″) “It is a lie that there is a greater assortment available online than in the physical store. Because there may be, but the consumer never reaches that assortment. This has given the possibility of launching Retail Media. It is the new Trade Marketing at the online point of sale, where the battle of the future is fought and which allows attacking, defending and presenting innovations» explained Ferrero.
(3′ 02″) «Retail Media is the third revolution in digital advertising after Paid Search and Social paid» explained Ferrero.
(9′ 15″) “We have to be in all the players, where the consumer wants to find us” explained Larriba.
(13′ 56″) «We have a well-known brand in Spain such as Scottex and then another that is not as well known in diapers. It is much more complicated for the end customer to reach the brand, hence the importance of Retail Media» explained Sanz.
(14′ 04″) “We have been working initially with retailers for some time, articulating different levers. Retail Media is part of one of the long-term projects» explained Sanz.
(14′ 04″) «Retail Media is something critical for us and for the sector. It is fantastic that now it is being given the impetus and that it is establishing itself as a discipline” explained Zaera.
