RETAILMEDIAMIRAGEHow the growing divide between retailersand brands threatens retail media’s potentialThe Turbyne TeamIntroduction:Enjoy,Like you, we have been captivated by the rapid rise of retail media and its potential to boost marketing efficiency for brands, while creating new revenue streams for retailers. However, while speaking to retailers and brands about their respective retail media experiences, we no-ticed a high level of frustration coming from both sides. These frustrations seemed to contradict the sweepingly positive retail media narrative we had been reading headlines about since its inception - something seemed off.This disconnect inspired us to dig deeper into what we were hearing anecdotally. We wanted to understand retailers’ and brands’ actual overall level of satisfaction with the retail media experience. We wanted to identify the pain points that threatened the great potential of retail media and discover the solutions needed to move forward. Our goal was to get to the truth beyond the mirage of retail media.We commissioned a study to look deeper, and our findings were surprising, to put it lightly. The study uncovered a great divide between brands and retailers - one that represents a serious threat to the potential of retail media. However, it also revealed a surprising consensus on the solutions that can put retail media back on the right path. To get to the core of these questions, we partnered with BWG Strategy to conduct a study of senior stakeholders who have direct exposure to and influence on retail media decisions for both retailers (n=225) and brands (n=87).The insights unearthed catalyzed us to pivot and create a solution whose sole purpose is to simplify retail media for everyone – retailers, brands, and their partners. The promise of retail media’s success up to this point has been somewhat an illusion, albeit one based on real potential. Now that we know where many of the challenges and disconnects are between retailers and brands, we can work on creating the solutions required to fix them. The retail media ecosystem will need to evolve and bridge the divide before it can truly rise to the full potential we all know it has.We are excited to share our findings because we know that they will help unlock the full potential of retail media.01.Table Of ContentsDemographics Executive Summary Challenge #1: Too Much ComplexityChallenge #2: Connecting In-Store and Online Channels Challenge #3: Lack of Transparency & Accountability in Reporting Looking Ahead 03050709111502.What is the best description of your role as it relates to retail media?5%Other6%Merchandising11%Shopper Marketing/ In-Store Media8%Product Management12%Digital Media29%Retail MediaMonetization29%Brand Marketing / Strategy81%in media or marketingRetailer Demographics (n=225)72% have significant role in retail media decisions 0% 5% 10% 15% ...
