Leveraging Retail Media for Shopper Marketing Success

Retail media is transforming how brands engage with shoppers, offering hyper-targeted advertising at the most crucial moment—when they’re actively considering a purchase. Here’s how shopper marketing teams can use retail media to drive conversion and brand growth.


1. Using Retail Media to Influence Shopper Behaviour

Retail media allows brands to intercept shoppers with highly relevant messaging at the right time. Unlike traditional digital ads, which often focus on awareness, retail media works deeper in the funnel—driving consideration and immediate action.

🔹 Example: A shopper searching for "laundry scent boosters" on Tesco’s website sees a sponsored Lenor Unstoppables ad at the top of the results, increasing the likelihood of a purchase.

🔹 In-store retail media (e.g., digital shelf labels, in-aisle screens) can remind shoppers about ongoing promotions or product benefits, reinforcing their decision.


2. Personalisation Powered by Retailer Data

Retailers have access to first-party shopper data that brands can leverage for precise targeting. This means ads can be tailored based on purchase history, shopping habits, and even regional preferences.

✅ Tactic: Running personalised promotions—like offering loyal buyers of Lenor detergent a bundled discount on Unstoppables through retailer apps or loyalty emails.

✅ AI-driven product recommendations on retailer websites also help cross-sell and upsell complementary products.


3. Seamless Omnichannel Integration

Shopper journeys are no longer linear. Retail media connects digital and physical shopping experiences, ensuring consistent brand messaging across all touchpoints.

🚀 Best Practices:

  • Geo-targeted mobile ads that remind shoppers of discounts when they’re near a store.

  • Click-to-cart ads on social media leading directly to a retailer’s checkout page.

  • Interactive QR codes on in-store displays linking to online video demos or product reviews.


4. Retail Media Networks (RMNs) – A Must for Shopper Marketers

Major retailers now operate Retail Media Networks (RMNs), which give brands access to highly targeted ad placements within their ecosystems.

🛍️ Key RMNs to Consider:

    • Amazon DSP & Sponsored Ads – Dominating e-commerce shopper marketing.

    • Tesco Media & Insight Platform – Leveraging Clubcard data for precision targeting.

    • Sainsbury’s Nectar360 – Using Nectar loyalty data to target shoppers with tailored offers and ads.

    • Boots Media Group – Harnessing customer data and in-store displays to drive personalized advertising.

    • Waitrose Media – Leveraging first-party data and digital shelf space for targeted, localised campaigns.

    Actionable Tip: Shopper marketing teams should integrate retail media strategies into their overall shopper activation plans,
    ensuring campaigns extend from awareness to conversion.

The Future of Retail Media & Shopper Marketing

The next evolution of retail media includes:
✅ AI-driven creative optimisation – Delivering the most effective ad variations in real time.
✅ Shoppable video & live commerce – Creating more engaging ways to shop directly from media.
✅ Enhanced in-store digital integration – Expanding the role of digital displays and connected experiences.

Final Thought: Shopper marketing is no longer just about in-store displays and promotions. Retail media is the new power play—brands that embrace it will drive better shopper engagement, stronger conversions, and increased sales growth.