Retail Media & Marketing
If retailers don’t trust that you can sell off the shelf, they won’t put you on it.
Your budget should absolutely include room for marketing, but even robust budgets can’t do everything. So, it’s important to create the right marketing mix that includes brand marketing, retail media, social media, and retail promotional programs.
Brand marketing. Retailers are looking for brands that foster brand awareness and build brand loyalty. They need brands that can engage and educate shoppers to establish a sense of trust and credibility. Your packaging, website, and even your Amazon presence should all reflect your brand identity with an eye toward retail sales.
Retailer collaboration. Your retail marketing plan should reflect a collaborative approach that leverages your own brand marketing and the retailer’s digital platforms, physical stores, and customer data to deliver targeted and personalized advertising messages to the right audience at the right time.
Retail promotional programs. Retailers want you to understand which of their promotional programs (both online and in store) are most effective for your product and category, and they expect those elements to be an integral part of your overall marketing plan.
We’ve managed retail media & marketing for dozens of successful brands across many channels for more than 25 years. So, we know how to create a multichannel approach with an appropriate budget and proven strategies that drive traffic to stores and turn shoppers into buyers.
If your retail media plan isn’t fully developed, or appropriately funded, then retailers won’t trust that you can sell off the shelf — so they won’t put you on it. Once on the shelf, if you don’t have the right marketing in place to meet minimum sales hurdles, your products will be discontinued.