CMSWire: Retail Media Boom Comes With a Customer Loyalty Price Tag

This article was written by Greg Kihlström for CMSWire. Read the full article here.

How do retailers maximize their retail media inventory and incremental revenue while creating a better shopper experience and greater brand trust?

There is no mistaking the growth of retail media’s popularity with advertisers, which has ballooned into a more than $128 billion global category. It’s projected to surpass TV spending within a few years.

Yet, despite the growth, consumers are not quite as enamored with retail media. A recent Rokt and Harris Poll study found that nearly 30% of customers abandoned their carts when bombarded with irrelevant offers and ads that filled the retail media space without any connection to the individual or their purchase intent.

While a tactic of simply stuffing their inventory may bring retailers some short-term gains, it’s not a long-term solution. How can retailers create a win-win situation and maximize their retail media inventory while also creating a better shopper experience and greater brand trust?

Let’s explore.

This article was written by Greg Kihlström for CMSWire. Read the full article here.