He retail mediaalready known as the third great wave of digital advertising, was also very present E-SHOW Barcelona 2023which took place during the past days 7 and 8. The commerce division of Publicis Groupe, Publicis Commerce, directed by José Luis Ferrero in Spain and Portugalwas present with a stand where some of the most relevant professionals in the sector met.
the celebration of Retail Media Show It allowed, through a cycle of conferences and round tables, professionals from the group to share their vision together with that of other experts from brands such as Tous, Alcon, Codorniu, Whirlpool, Karcher and Unilever, and retailers such as Glovo, Deporvillage or Promofarma. “We celebrate the second edition of the Retail Media Show with many novelties, with the participation of experts from large premium and consumer goods brands. We are expanding the scope of Retail Media and we will bring visibility to the real opportunity to accelerate sales in e-Retail”he claimed ferrero.
hand in hand Quique AparisiHead of Client & Audience of TOUS; Laura MurMarketing Director & Trade Marketing Director Still & Sparkling Wines de quail; and Myriam ChinerB2C e-commerce manager of Unileverwe met the Challenges that Lovebrands have in e-Retail. The experts also gave their vision of what they believe would be the ideal stage for Retail Media for the future and agreed that data transparency is key to not only optimizing campaigns but also knowing what return they have and without stopping looking at the consumer because “Retail Media adds a lot of value”.
Challenges of e-Retail in the health category
next, Cristina MatuteHead of Marketing and e-Commerce at Alcon; Caroline de GanayManager of Brands Marketing at balloon; and Joaquin Ignacio TurinettoHead of Sellers & Retail Media at promofarmaspoke about the challenges of e-Retail in the health category.
“Beyond the ‘delivery’ itself, we are asked not to leave behind the entire part of the subscriber, and how we can integrate this professional part within all digitization. We would ask Glovo and Promofarma to help us so that everything does not remain in the simple ‘delivery’ but through their platforms we can help the end user more”he pointed matute.
In the opinion of Turinettothis 2023, “It is going to be a year of great transition for all of us here”: “The Retail Media message must be communicated very well to the correct interlocutors. We are adapting to what the market is not asking for and by launching the hybrid model, we have a part of the ‘pie’ under control”.
“Glovo’s main ace is immediacy. We are focused on giving access to more things and people and becoming a digital shopping center. With Retail Media we can activate a campaign in Carrefour through Glovo. The objective is to be able to target and impact your users more. And when it comes to data, we are always very transparent”said Ganay.
Retail Media: Challenges and opportunities
Niccolo PietrucciHead of Digital Product – Direct to Consumer E-commerce at EMEA Whirlpool Corporation; Cesar Sanchez-RicoMarketing & Product Director Spain de Karcher; Ruben MolinaAdvertising Sales Manager Retail Media de Deporvillage; mabel masManaging Director of Time Out Spain & France de Time Outwere the protagonists of the following round table, moderated by Salvatore CospitoCEO of REETMO. The experts focused on the challenges and opportunities of Retail Media. “If you do it right, retail media allows you to also increase the value of your proposal and it is also a great opportunity for agencies to grow. The ecosystem and the retailer will improve”he pointed Pietrucci. In parallel, Sanchez-Rico He stressed that they are going to use Retail Media to find new audiences: “We have to look at the top of the funnel and find new audiences”.
For his part, the Advertising Sales Manager Retail Media of Deporvillageone of the pioneer companies in Retail Media: “We started in 2017 and we realized that we could make transactions both offsite and online, and we began to run campaigns bringing the user to life. We start with endemic brands and then move on to non-endemic brands. We no longer only want to have advertising, but we also want agencies and brands to come to Deporvillage”.
“The media are super close to consumers. If we combine this and do it honestly and transparently, unite the moment of purchase with real data from the media, with our communities, I’m sure brutal content will come out. Data sharing becomes essential”he added mabel mas.
To end, leticia rodriguezAssociate Partner of Page Executive; Miguel CastilloChief Digital Officer of Axel Springer; Sergi MoralMedia Manager of rungie; and samuel rodriguezCEO and Co-Founder of EcommerceNewsthey talked about talent management of companies from Web3 or rungieas well as the challenge of attracting talent in senior positions in Retail Media with Page Executive.