Retail media is experiencing an extraordinary surge in growth, powered by the value of first-party data and outcome-driven strategies. The intersection of commercial objectives, audience insights, and shifting consumer behaviours has created a potent formula for success. However, the real potential of retail media lies in its evolution beyond simple point-of-sale strategies towards a more holistic understanding of the customer.
Retailers can unlock even greater success by broadening the scope of retail media. This means moving beyond transactional data to explore the context behind purchases, leveraging strategic partnerships to enhance insights, and harnessing the power of engaging content to capture attention earlier in the customer journey.
Currently, retail media tends to focus on consumers as reflections of their past shopping behaviour, driven largely by transactional and point-of-sale data. While effective in the short term, this narrow view misses a critical opportunity to understand the motivations behind purchases. True growth in retail media requires the ability to connect with audiences during the research and consideration stages, capturing a richer, multi-faceted perspective of customer intent.
One of the most promising paths forward lies in partnerships. By collaborating with complementary sectors such as publishing, retailers can combine data sources to build a more complete picture of their customers. Partnerships like those seen in the US between retailers and publishers, such as Target with Hearst and BestBuy with CNET, have provided a model for success. These alliances enable retailers to connect their data with broader consumer trends, adding depth to their audience insights and providing access to cultural moments and triggers that go beyond transactions.
The role of content in retail media is equally transformative. Publishers have long excelled at inspiring consumers during the discovery phase, offering trusted recommendations and curated insights. By integrating this approach into retail media strategies, brands can influence shopping decisions earlier, earning a coveted spot on customers’ shopping lists. Whether through seasonal trends, product round-ups, or editorial reviews, this content-driven approach strengthens customer connections while enhancing retailer relevance.
As retail media continues its trajectory of expansion in 2025, the need to address its limitations becomes paramount. Building a sustainable future for the channel requires breaking out of the confines of the digital shelf and checkout lane, integrating with the broader ecosystem of publishers, platforms, and customer touchpoints. Retailers who embrace this wider view of their audiences will be better equipped to anticipate needs, predict behaviours, and solidify their value to both customers and investors.
By adopting these forward-thinking strategies, retail media can secure its role as an indispensable tool for retailers, ensuring a robust contribution to their financial success.
itim Group plc (LON:ITIM) is a SaaS-based technology company that enables store-based retailers to optimise their businesses to improve financial performance and effectively compete with online competitors. Itim adds retail value by helping multi-channel retailers optimise their business and their stores to improve financial performance and compete more effectively with the “Amazons”.
