• by Francesca Giordano , Amie Owen , Yesterday

Second in a series of three columns.

Retailers are no longer just a place to shop -- they have become transformative media partners that brands can leverage to reach consumers at every step of their purchasing journey. With expanded media capabilities to drive awareness, retailers offer brands more ways than ever before to introduce themselves to consumers -- often before they even start shopping. Retail media networks (RMNs) now include high-impact display, video, and offsite placements on CTV, YouTube, and programmatic channels to engage with audiences across multiple touchpoints. And retailers now help brands tap into the power of content; building credibility through partnerships with influencers and creators. Some have even launched their own platforms, like Amazon Live, to further integrate brands into the consumer experience.

They’re also leveraging major cultural moments to drive awareness. One of the most significant shifts in retail media is its expansion into tentpole events like the Super Bowl. Traditionally, big-budget TV commercials designed for brand building dominate Super Bowl advertising. However, retailers now use their media networks to extend the impact of these campaigns, ensuring brand exposure translates into action. By strategically placing retail media ads before, during, and after the game, brands reinforce messaging and drive shoppers to purchase -- bridging the gap between brand storytelling and commerce.

At the consideration stage of the journey, brands have a real opportunity to leverage RMNs to reinforce their value proposition and stay top-of-mind as individuals evaluate their options. These networks provide the ability to retarget high-intent shoppers, serving them with tailored messaging based on previous interactions. Unlike standard programmatic retargeting, RMNs leverage first-party purchase data, allowing brands to reach consumers with hyper-relevant ads at key decision-making moments. If a shopper browses a skincare product but doesn’t make a purchase, they can be retargeted with product reviews, a limited-time offer, or an influencer tutorial—helping to drive trial and consideration.

Beyond retargeting, RMNs offer opportunities for brands to enhance their product content and visibility. Rich media formats, such as interactive product pages and influencer-led tutorials within retail platforms, provide additional touchpoints that educate and engage consumers. And because RMNs have visibility into shopping behaviors, brands can optimize their messaging to align with what resonates most with their target audience.

Retail media’s traditional strength has been its ability to drive conversions. In the past, this type of media was only taken into consideration at the end of the purchase journey where it would trigger a sale—but its role doesn’t end once a shopper makes a purchase. Today, brands are leveraging RMNs not only to secure a sale but to build lasting customer relationships.

Retailers continuously innovate to keep shoppers engaged beyond their initial purchase. Subscription models, auto-replenishment, and personalized promotions have expanded across categories, from beauty to CPG. These tools ensure that once a customer tries a product, they are incentivized to return—reducing the risk of switching to a competitor. 

For brands, building loyalty within retail ecosystems is crucial for long-term stability. While retailers benefit from repeat purchases, brands need to ensure customers remain loyal to them—not just to the retailer. This is where personalized experiences play a key role. By leveraging RMN data, brands can offer exclusive perks, tailored recommendations, and post-purchase engagement strategies that keep customers coming back.

In today’s competitive landscape, a single transaction isn’t enough—brands must cultivate long-term relationships to drive sustainable growth. Retail media is evolving beyond a performance marketing channel into a holistic brand-building tool, ensuring brands remain relevant and deeply connected to their consumers over time.