It is important to remember that retail media It is the set of strategies, resources and communication actions available within the platforms and apps of retailers, to increase sales and optimize the positioning of a brand. Review this basic concept in the first panel of Community M available here .
And it is that this phenomenon within digital marketing grows, unstoppably, on a global scale. “retail average it’s a funnel in itself where to do awareness and performance”, says Xepus Geneva.
“From 2020 to 2021, retail media in the United States it grew 53%, that is 31,000 million dollars and represents 16% of the total investment in digital (in that country). It is estimated that, by 2023, the percentage of what represents average retail (on the total investment) is 20%”, points out, in turn, Gabriel Richaud.
We witness the growth of this phenomenon because it is exactly the place where people with purchase intention are, continues Daniel Bonilla. Hence, it is observed how it is growing above the market.