Budget Allocation
Budgets are divided among retailers and categories based on their market influence and level of collaboration. This strategic division ensures that investments are made where they can have the most significant impact, taking into account the strengths and cooperative efforts of various market players.
Always-On-Strategy
A significant 90% of brands have adopted an always-on strategy, primarily using retail media to boost specific products. The report highlights that back-of-shelf product activations are more prevelent in France compared to other countries, while cross-merchandising is rarely used outside of France and the UK.
Competitor Monitoring
Retail media monitoring is a crucial practice, with nearly every manufacturer tracking their competitors’ media strategies. This allows them to adjust their own strategies accordingly, focusing mainly on sales and ROI to evaluate campaigns. However, the report suggests that there are areas for improvement in the methodology and comparison of results to ensure more effective strategic adjustments.
