The advertising world has been revolutionized by the emergence of retail media networks (RMNs). These platforms offer third-party brands the opportunity to market their products through retailers’ various sales and marketing channels, including e-commerce. According to Placer.ai’s recent white paper, a growing number of unlocking businesses are recognizing the untapped potential of brick-and-mortar fleets for RMN success.
For effective use of these networks, comprehensive location intelligence metrics must be employed in order to gain visibility into shoppers’ offline habits and behavior. The white paper titled Five Strategies to Unlock the Potential of Retail Media Networks outlines ways that retailers and advertising partners can optimize retail media strategies with location intelligence on brick-and-mortar retail consumers. An example is BJ’s Wholesale Club which recently announced its entry into retail media.
