Romy Kilo Sarraf’s Post

Great summary of the top challenges and opportunities facing brands as they look to accelerate #retailmedia growth in 2024. 🧨 Breaking down cross functional siloes between #sales and #marketing is the starting point

Great post here from Jeremy on the true value of data collaboration/retail media which is the develop of a partnership mentality, something that naturally leads to incremental growth for both the brand and the retailer. This is absolutely key to what we do here at Convert Group which is why we have a dedicated customer success team who take responsibility in using retailer insight to foster these relationships. It's not a surprise to see that the brands who work with us and purchase retailer data, naturally spend increased revenues in retail media. This is because the sharing of such insight (+ the customer service they receive) gives them the insight they need to create a more data-informed strategy with a retailer. Something partnerships are built on. We also cover many of the points mentioned below with our ability to understand the cost of stock shortages for brands, our very granular digital shelf analytics capability, our in-depth evaluations and much more. If you are a retailer who is looking to embark on their data monetisation/retail media journey or your a brand who wants to understand more. Please DM me, more than happy to explain more! #RetailInsight #RetailMedia #DataCollaboration #Insight #Retail #DataAnalytics #Collaboration #Measurement

Great insights from Jeffrey Bustos @ IAB. I especially enjoyed “embracing new organizational models”… Embracing New Organizational Models Retail media's unique blend of awareness and conversion necessitates a departure from traditional marketing organizational structures. Brands are adopting innovative organizational models that look to enhance collaboration, agility and strategic alignment. Key aspects of these new models include: Integrated and Cross-functional Collaboration: The fusion of various teams within an organization, such as marketing, sales, and IT, is critical for a cohesive strategy in retail media. Cross-functional teams, comprising members from different departments, are instrumental in fostering a holistic view and innovative problem-solving approaches. This integration ensures that diverse expertise is leveraged effectively for comprehensive and innovative strategies. Agile Structures and Continuous Adaptation: Adopting agile organizational structures enables companies to swiftly respond to market changes and emerging trends. This agility is complemented by a culture of continuous learning and adaptation, where teams regularly update their skills and knowledge to stay abreast of advancements in retail media and shifting consumer behaviors. Data-Driven Decision Making: Prioritizing data-driven, decision-making is essential in the data-rich environment of retail media. Organizations are restructuring to emphasize the interpretation and application of data insights into strategic planning, ensuring more informed and effective decisions. Strategic Agency Partnerships: The evolving role of external agencies from service providers to strategic partners is crucial. These partnerships now extend beyond traditional services to include deeper involvement in planning and strategy development, aligning external expertise closely with company goals and market dynamics. Leadership and Vision Alignment: Strong leadership is vital in steering the transition to new organizational models. Leaders must articulate a clear vision and ensure that all team members understand and align with the organization's overarching goals and strategies.

What is Return on Relationship and how is it fostering partnerships and collaborative growth in Retail Media? 📌 How do you foster collaboration between Retailers and Media teams? “Retail media thrives on collaboration, making it a true team sport essential for success," says Vin Lay, Director of audience science & #measurement strategy at Albertsons Media Collective. "It relies on the collective effort to establish shared long-term goals, foster synergies in planning, and align on measurement objectives. By doing so, we can provide the best experience for our customers and drive the most optimal outcomes for our business." 📌 How does cross-functional coordination drive successful omnichannel strategies? “As we transition from a data-drunk (driven) to a #data-informed mindset, the involvement of other key functions becomes paramount: industry players and agencies must integrate comprehensive strategies encompassing shopper marketing, shopper insights, and digital shelf analytics,” said Priyanka Jha, #commerce transformation Lead at Accenture. 📌 What innovative team structures are emerging to optimize advertising ROI? "#RetailMedia is about driving awareness and traffic to products. Unless those products have great content and reviews, competitive prices and are in stock, advertising ROI will suffer,” said Mike Black, CMO at Profitero. ”Thus, brands should be working toward enabling closer cross functional collaboration between retail media and e-commerce teams and tighter integration of tools and data across their media and commerce tech stack.” 📌 What is the role of agencies? “A key way agencies can help retailers and brands is by helping them develop a deeper understanding of all the levers that drive a connected commerce experience for customers. We help them jointly plan 1-3 year objectives, partner on a scorecard with key metrics that measure if we are meeting our objectives and whether that is being done in the most efficient and effective way possible,” says Kandi Arrington, group SVP of The Mars Agency’s customer development team. https://lnkd.in/euGxmuda

Our latest blog post dives into the second half of the IAB's Digital Out of Home (DOOH) & In-Store Retail Media Playbook, a must-read for #brands looking to elevate their in-store #campaigns with strategic partnerships and innovative tactics! Read to discover insights into defining in-store retail media metrics and comprehending the complexity of in-store #impressions. ⬇ Access the blog below! #RetailMedia #InStoreAdvertising #DOOH #MarketingStrategies

All route-to-market strategies are incomplete without retail execution and demand generation efforts. Read this article for details.

The spaghetti of Retail Media. 🍝 Who does the spending and who does the doing? Brands' biggest headaches when activating Retail Media are: Who's paying (sales / marketing / eComm / all) Who's co-ordinating (shopper / channel / activation) Who's doing (marketing / digital / eComm / agency) Having worked brand side for years, the trickiest part is always the internal one. It sounds like a no-brainer but nominate the role / team to drive the activity. 🗓️ Schedule the meetings 🤝 Have the meetings 🌟 Be transparent 👥 Collaborate 📈 Share the learnings 🔁 Repeat One of the most painful but most beneficial tasks you can do as a brand owner is consolidate your planning into one activity calendar. Buckled Up #RetailMedia #MarketingStrategy #BrandManagement #TeamCoordination #DigitalMarketing

I just completed lululemon's Omnichannel Marketing simulation. In the simulation I: ⭐ Completed a job simulation involving building a new digital and omnichannel marketing strategy product for lululemon. ⭐ Created an integrated marketing plan and creative brief for lululemon's at-home fitness platform, MIRROR, designed raise awareness of the product and core values relevant to lululemon's position within communities. ⭐ Developed a concept for a new digital product or customer experience that lululemon could implement within the technical athletic apparel space. ⭐ Reviewed the profiles of current lululemon global ambassadors and create hypothetical profiles for local ambassadors to further lululemon's new “Power of Three x 2 Growth Strategy”. ⭐ Calculated key marketing metrics based on data from a recent lululemon ambassador campaign and communicated findings from the data to manager.

🔥 Hyper-Localisation: The Secret Sauce for D2C Brands 🔥 Retail & GTM guru Sona Rai Aggarwal drops some 🔥 knowledge on hyper-localised customer acquisition strategies that go beyond the basics. Here are the key takeaways: 1️⃣ It's not just localisation - it's adapting your brand's strategy & execution to local nuances while keeping the core DNA intact. 2️⃣ Customization is key - from product offerings to promotions, sizing to signage, and even celebrating local holidays and occasions. And we're talking hyper-local, like different parts of the same city! 3️⃣ Geo-targeting ads & influencer marketing are just the tip of the iceberg. True hyper-localisation requires deep understanding & reacting to local audience preferences. 4️⃣ Hyper-localisation separates the good from the great, the average from the high-performers. It's the secret sauce for superior brand differentiation & profitability. The emphasis? Truly customizing the brand experience at a granular local level, based on nuanced insights and going beyond standard localisation tactics. Listen to her full answer here-https://lnkd.in/g4ks3kpy She will be sharing some of her knowledge LIVE tomorrow. Details are here-https://lnkd.in/gYwbP-KY