COMMERCE PLANNING, PHYGITAL, OMNICHANNEL STRATEGY: THE MAJOR RETAIL MEDIA TRENDS FOR THE FALL
54% of retailers and brands will rely on digital channels in 2022 according to a Tiendo study. At a time when the COVID crisis has accelerated the digitalization of consumer habits, the retail world has begun its revolution to adapt to this new situation. The good news is that in parallel to the e-shopping trend, consumers are also eager to renew real contacts with local merchants. In terms of communication strategy for retail brands and the marketing professionals who support them, this context is beneficial to the deployment of new strategies, which should be even more essential in September.
After the era of media planning, then of audience planning, the marketing trend is now towards commerce planning. It may seem contradictory, but the improvement of digital technologies has revived the concept of retail media. Indeed, it is now possible to collect a lot of data, even more precisely, on the customers of the points of sale. Faced with the new legislations tending to protect the private life and to make more ethical the uses of the Web (RGPD in Europe), associated with the advent of multi devices practices making the follow-up of a Net surfer more complex, the actors of the sector started to reinvent their model. To cope with the announced end of third-party cookies, we will soon be able to rely on a multi-channel and confidential unique identifier system to follow the customer path from the first contact to the purchase. By combining first party data and precise multi-local targeting, it is now possible to follow a consumer in a geo-localized catchment area, and thus to send the right message at the right time to the right person. The point of sale (re)becomes an essential lever in the national strategy of retail brands.
The retail communication strategy will therefore have to combine online levers and local sales forces. This physical/digital association is on the verge of reaching the points of sale themselves, in the marketing experience that they must now offer to their customers. The local shops of the brands must therefore digitize, integrate the data and methods of the digital world, invest in technological tools, such as touch-screen terminals offering the visitor innovative services via dedicated applications : interactive catalog, real-time price verification, additional information on products, 3D simulations. So many reasons to make consumers want to go to the store and make their purchases.
An omnichannel strategy based on new media
While investment in traditional media has shifted in recent years to the digital channel, traditional media still accounts for more than 40% of retail investments.The winning strategy is to combine physical and digital media. As for digital levers, they are more diversified than ever. And some media are becoming more important every month. Multi-channel communication is today an essential issue for networked brands. The DOOH: The digitalization of the OOH offers infinite fields of creativity. By playing the DCO card, agencies and advertisers can implement increasingly refined trigger marketing strategies. Adapting the content of ads displayed according to the context: time and day of the week, weather, news... brands have not been mistaken in turning massively to this lever in 2002. And this is only the beginning. Connected television: Now the dominant model in the US, connected TV technology is expected to spread to the rest of the world in the coming months. Already, it is increasingly being integrated into campaign media plans in Europe. Once CTV leaders emerge on the continent and reach measurement is better mastered, this lever should explode in terms of advertising investments worldwide.