The retail landscape is undergoing a significant transformation, evolving from a transaction-based model to one driven by data. Retail Media Networks (RMNs) are at the forefront of this shift, offering retailers new revenue streams through marketplace fees and ad sales. Some projections suggest these will soon surpass traditional merchandise sales in profitability. According to Reuters, by 2028, RMNs will account for 15.4% of all ad revenue, overtaking television as a primary advertising platform.

With RMNs growing rapidly, it’s crucial for retailers and brands to capitalize on this opportunity. Here are several strategies to leverage Retail Media Networks and drive profitability in 2024, including incorporating retail app development to enhance customer experiences.

1. Expand into New Markets

RMNs have seen significant growth in certain regions, but many markets, particularly in Europe, remain untapped. European retailers, in particular, are hesitant to invest heavily in RMNs due to concerns over returns. This presents a huge opportunity for global retailers to expand into these markets by leveraging advanced data strategies and precise audience segmentation.

Additionally, retail app development can play a crucial role in this expansion by creating a seamless and engaging customer experience. A robust app can help gather more first-party data, enable personalized advertising, and provide a platform for RMN strategies, giving retailers a competitive edge.

2. Collaborate with Consumer-Packaged Goods (CPG) Brands

Retailers can increase RMN profitability by partnering with CPG brands to share first-party data across various platforms. By combining grocery purchase history with streaming or browsing data, for example, retailers can identify new customer segments and deliver highly targeted ads. Imagine promoting easy weeknight meal kits for parents watching children's shows, or health supplements to those streaming workout classes at home.

Such collaborations, coupled with retail app development, allow for enhanced data integration and personalized offers, making the e-commerce experience more engaging and driving higher conversion rates.

3. Hyper-Personalize Ad Experiences

Loyalty programs are essential to successful RMNs, but retailers can further boost profitability by hyper-segmenting their audiences. Many loyalty programs take a "one-size-fits-all" approach, but offering tailored promotions can significantly increase engagement. For instance, a delivery driver may prefer snack promotions, while a working parent might be drawn to a coffee subscription offer.

Retail app development is instrumental in enabling this hyper-personalization. With features like dynamic content and real-time data analysis, apps can deliver personalized promotions directly to customers, enhancing their shopping experience and improving retention. Additionally, integrating tools like Generative AI can further refine these targeted ad experiences.

4. Expand E-Commerce Marketplaces

Another way to drive profitability is by expanding into e-commerce marketplaces. Less active loyalty members, such as those who make infrequent purchases, can be targeted with services and third-party products. For example, a customer buying farm equipment might only make purchases every few years, but offering related services or maintenance plans through your platform can nurture them into more regular customers.

Retail app development can facilitate this strategy by offering a more seamless experience, allowing customers to easily access services and products within the app and stay engaged with the brand even between large purchases.

5. Adapt to Sector-Specific Trends

Each retail sector has unique consumer behavior trends that influence RMN strategies. Department stores should focus on leveraging supply chain data to meet the fast-fashion demands of Gen Z, while B2B retailers must shift toward digital sales processes. For grocery retailers, RMNs can be used to retain customers who have switched to private labels by offering competitive deals from CPG brands.

Convenience stores, which benefit from frequent visits, can rely on loyalty-based promotions served via retail apps to bolster RMNs. In-app advertising and notifications can ensure that customers remain engaged and return regularly, driving profitability.

Final Thoughts

Retail Media Networks, paired with effective retail app development, present a significant opportunity for retailers to increase profitability by capitalizing on data-driven strategies, personalized advertising, and brand partnerships. Expanding into untapped markets, collaborating with CPG brands, personalizing ad experiences, and adapting to sector-specific trends are all essential strategies that can fuel long-term growth.

As RMNs continue to grow, businesses that integrate retail apps into their strategy will have a distinct advantage. By providing customers with a personalized, seamless shopping experience, retailers can not only boost sales but also drive customer loyalty and lifetime value, ensuring continued profitability in an evolving retail environment.