Retail Media Nears Turning Point, Forcing Retailers To Rethink Amazon-Like Playbooks
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Retail media is approaching a critical crossroads, according to a report from eMarketer, one that will challenge longstanding assumptions and force retailers to rethink their strategies in a slowing ad market.
While many retailers have attempted to replicate Amazon’s retail media success, the report warns that the e-commerce giant’s model is only scalable up to a point. Most retailers lack Amazon’s unique advantages (massive traffic, deep first-party data and decades of marketplace dominance) and will need to pivot toward more tailored strategies based on their own assets, such as physical store networks or niche consumer segments.
While many retailers have attempted to replicate Amazon’s retail media success, the report warns that the e-commerce giant’s model is only scalable up to a point. Most retailers lack Amazon’s unique advantages (massive traffic, deep first-party data and decades of marketplace dominance) and will need to pivot toward more tailored strategies based on their own assets, such as physical store networks or niche consumer segments.
