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Retail media is no longer a niche strategy—it’s a transformative force reshaping how suppliers and retailers collaborate, compete, and connect with consumers. As retailers evolve into full-service media agencies and suppliers ramp up their investments, the retail media landscape is becoming a critical arena for growth, innovation, and differentiation.
Why Retail Media Matters Now
Retail media is driving a fundamental shift in go-to-market strategies. Retailers are embracing their new role as media providers, offering integrated online and offline solutions. Meanwhile, suppliers are navigating this shift with a mix of enthusiasm and caution—balancing the promise of shopper engagement with concerns about ROI and rigid media packages.
In 2024, Advantage Group International introduced a retail media competency into its global Advantage Report, analyzing over 7,500 comments from suppliers and retailers. The findings reveal that while retail media isn’t yet a top driver of relationship strength, it is rapidly gaining influence—especially when paired with shopper marketing and trade investment.
What Sets Top Performers Apart?
High-performing suppliers share seven key attributes, including:
- Clear, measurable annual marketing plans
- Proactive, full-funnel promotional strategies
- Strong collaboration across marketing and operational teams
What truly sets the the best-in-class apart is their commitment to two things: investment and experimentation.
Top suppliers invest heavily across media channelsand are early adopters of emerging platforms like TikTok Shop and GenAI-powered campaigns. Their willingness to test, learn, and adapt is what keeps them ahead of the curve.
Retailers Have a Role to Play
Retailers that succeed in retail media do more than sell ad space. They:
- Build skilled, agency-style media teams
- Offer transparent data and ROI tracking
- Provide flexible, accessible media packages
These practices foster trust and unlock greater supplier investment—creating a win-win dynamic that drives growth for both parties.
Ready to Compete in the Retail Media Arena?
Whether you’re a supplier looking to sharpen your strategy or a retailer aiming to attract top-tier partners, retail media is the battleground where future success will be won.
Download the full report to explore the data, insights, and best practices shaping the future of retail media.
Are you ready to build a future-ready approach to retail media today? Connect with an Engagement Advisor.
