Adopting a Full-Funnel Approach in Retail Marketing
Sherry Smith, executive managing director, Americas at Criteo, recently shared insights on the evolving landscape of retail marketing and advertising. The conversation delved into various topics, starting with the potential divestment of Chrome by Google.
Anticipating Changes in the Industry
Addressing the possibility of Google selling Chrome, Smith emphasized the importance of staying ahead of potential disruptions in the industry. With the rapid evolution of retail media and the emergence of non-linear shopping paths, retailers need to adapt to new trends and technologies to remain competitive.
Despite the uncertainty surrounding a potential sale of Chrome, Smith highlighted the need for retailers to focus on securing visibility and conversions through alternative channels and strategies. The shifting dynamics in search and advertising present unique opportunities for retailers to enhance their online presence and engage with customers in a more personalized manner.
Embracing Innovation in Retail Marketing
As the search and discovery process continues to evolve, retailers are exploring new ways to enhance the shopping experience for consumers. From optimizing website navigation to leveraging predictive search capabilities, retailers are investing in app development and omnichannel strategies to create seamless shopping experiences.
The rise of retail media has also reshaped the advertising landscape, with companies like Criteo enabling retailers to leverage their data and connect with advertisers on a global scale. Beyond traditional retail media networks, publishers and other non-retail entities are also capitalizing on their first-party data to monetize their audiences and drive commerce.
Exploring Opportunities in CTV
While CTV is not currently within Criteo’s scope, Smith hinted at future expansion into the CTV space. The integration of CTV advertising into Criteo’s offerings signals a broader strategic shift towards engaging customers at the upper funnel and enhancing brand visibility across digital channels.
Overall, the retail marketing landscape is undergoing significant transformation, requiring retailers to adopt a full-funnel approach and embrace innovative strategies to connect with customers in a personalized and engaging manner. By staying ahead of industry changes and leveraging emerging technologies, retailers can position themselves for sustained growth and success in an increasingly competitive market.