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As industries look to bridge the gap between online and in store shopping, retail media is experiencing an explosive growth. Companies are seeing massive success using media networks and brand-building ads fueling the boom of retail media. Like with other technological shifts, the low hanging fruit won’t stay low for long.

Shoppers using their phones in retail stores.

The retail industry is experiencing a huge shift, not just because of the pandemic. For a while now, shoppers have been increasingly looking to websites and apps for more convenient ways to purchase goods. And businesses have been looking for ways to find and market consumers through free samples, third-party data, reward systems, and more.

But as technology changes, so does the market. With cookies becoming obsolete, companies are now using their own media networks which allow them to target consumers with more accurate data. Companies like Amazon and Walmart have already proven the value of retail digital media in terms of billions of dollars, and many other companies are following suit.

In fact, US digital retail media advertising is on track to surpass $40 billion in 2022, doubling what was spent on US retail media in 2020. Let’s take a closer look at what's fueling the new boom in retail technology.

What is retail media and how is it changing

Retail media, to put it simply, refers to the marketing of consumers when they are at or close to the point-of-purchase. This ranges from in store coupons and free samples to sponsored ads on apps and search engines. While some companies are finding great success in the physical realm, such as Costco's free samples, others are finding that the world and its markets are becoming more and more digital.

As of 2021, purchases made on mobile devices exceeded $3.5 trillion dollars. However, only 1% of digital media budgets were spent where 85% of purchases are made. So it is no wonder that 2022 is predicted to bring a multi-billion shift to retail digital media as retailers plan to bridge the gap between online and in store purchases by bringing brand-building ads, digital coupons, and data analytics to the store.

The biggest new revenue streams in retail media

Media networks

With the cookie-less era on the horizon, companies with first-party data are now in the limelight. This includes many big retailers, especially those that have had successful rewards and loyalty programs over the years. Some of the biggest success stories of the last year have been Walmart which claimed $2.1 billions in generated revenue and Macy’s which brought in $105 million from its own media network. Nordstrom and many other retailers have plans to establish their own media networks as well.

Digital displays

In the past year, many retailers began rolling out digital shelf displays that can showcase products, promotions, and brand awareness. In a CPG market that is becoming increasingly competitive, LCD displays at the point-of-purchase offer a unique advantage for manufacturers, retailers, and advertisers. Besides allowing brands to make their products stand out, digital displays offer companies a unique way to engage with their customers whether through storytelling, QR codes, or improved data analytics.

Wi-Spot: The World's Only Wireless Powered Smart Digital Display

Unveiled by Wi-Charge in early 2022, Wi-Spot is already proving to be a game changer for many retailers. Wi-Spot displays are powered by AirCord™ over-the-air wireless power, allowing retailers, brands, and advertisers to market and use data analytics at the point-of-purchase. With easy installation and a user-friendly app, digital retail media is now available to all retailers regardless of size or location.

At Wi-Charge, we make smart devices even smarter so that you can focus on the important matters. Find out more about Wi-Spot and upgrade your business today by visiting our Wi-Spot page.


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