![]() The retailer’s plan must recognize a simple truth: there is a business to build beyond simply enabling ad products. Leaders must determine who will be responsible and accountable for key RMN activities, across sales, managing supply and demand, planning campaigns and making buys, and delivering on reporting and measurement? How will these differ across key ad-inventory types, such as sponsored listings, onsite display and video, or offsite audience targeting? Partners with the right underlying capabilities and mindsets to help build the RMN business are crucial. Develop a plan to leverage internal and external resources to implement it. Tell a compelling story that shows how the proposed RMN will drive the core retail business and e-commerce. Buy-in to the RMN vision from key parties-marketing, merchandising, e-commerce, product, and analytics-is critical. Plan properly to add value for all players in a distinctive way. What separates your RMN from the pack? Is it your audience and associated customer insights? Is it your brand or e-commerce experience that makes advertisers want to join? Your chosen minimum viable product (MVP) feature set has implications for your team’s skill set and for which tech, operations, and agency partners are most appropriate. Retailers should take an agile approach with a cross-functional team (for example, marketing, tech, data, and merchandising), treat early failures as the price of new knowledge, and share positive results and learnings with their organization and its advertisers. The best way to start is to just get on with it. Leaders can take initiative with the following five actions: ![]() With these myths dispelled, now is the time for retailers to embrace the future of retail media. The accompanying charts further illustrate the retail-media reality and the opportunities it provides for brands, manufacturers, marketers, and retailers. Our latest Retail Media Networks Advertiser Survey helps answer these questions and exposes five widely held beliefs about RMNs as myths. How sustainable is the growth of RMNs as an advertising channel? How much space remains for RMNs other than Amazon? Is the marketing spend on retail media really new or merely a shift from marketing budgets that already benefit retailers, such as shopper and co-op marketing? Manufacturers and brands are increasing their ad spend on RMNs because they offer unique, valuable audiences and provide data that measure ad effectiveness, thus helping to close the loop between ad view and product purchase.ĭespite this success, retailers and advertisers alike question the trajectory of retail media. Tearpad: Pad of coupons attached to a display, shelf, or refrigerator door.Marketing budgets are flowing toward retail media networks (RMNs) as retailers, from Amazon to big-box stores to grocery chains, capitalize on the shift to e-commerce while offering advertisers unique audiences and valuable data insights to build new high-margin businesses. Stacking: Using both a manufacturer’s coupon and a store coupon on one item SCR: Single Check Rebate, Rite Aid monthly rebates program RRs: Register Rewards, Walgreens’ Catalina coupons R: Regional coupon, will be listed after insert date as applicable Peelie: Peel-off coupon found on product packaging ![]() IVC: Instant Value Coupon, Walgreens’ store coupons found in ads and monthly booklet $1/1, $1/2: One dollar off one item, one dollar off two items, etc.Ģ/$1, 3/$2: Two items for one dollar, three items for two dollars, etc.īeep: Sometimes the register will beep when a coupon is scanned to indicate that the cashier need to take an action, like entering a price.īlinkies: Grocery/drugstore coupon dispensers with blinking lightsĬatalina: Catalina coupon, prints from a separate machine when your receipt printsĬRT: Cash register tape, usually used when referring to CVS coupons that print with receiptĮCBs: ExtraCare Bucks, CVS loyalty rewards system ![]() For example, (SS 12/2/18) would indicate that a coupon came from a SmartSource insert that was distributed in the 12/2/18 Sunday newspaper. When I list the store deals and refer to a coupon from a Sunday insert, the information on where to find the coupon is in parentheses. Probably one of the most frequent emails I receive is in regards to all those abbreviations that we “couponistas” use when posting store deals, so this list has been a long time in the making.
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