Retail Media – achievement?
POP-Media (Retail Media) are used at retailers – there where buyers are moving for a certain time with the intention to buy, where they take their buying decisions and put into action. As “last reminder” advertising messages of classical Media (TV, radio, magazines, bill boards, etc.) seen before will be recalled and activated.
Advertised new products get high attention and will be quickly perceived. Target groups perceive the advertising message in this concrete situation conscious or unconsciously (subject to strategy and/or creativity) and appreciate it as support in their buying decision.
Retail Media campaigns prevent ruinous price competition and thus brand erosion. The brands personality becomes the intrinsic and therefore also lasting effective buying decision criteria. The respective lowest price as buying decision criteria will now be repressed. Thus Retail Media considerably contribute to the over-all objective of brand capitalisation.
As standardised media Retail Media meet additionally to the temporarily achieved sales-up lift (promotional effect) also “above-the-line” advertising effectiveness criteria. Due to the approved lasting advertising effectiveness Retail Media are qualified in a perfect way for strategically communication and thus could be assigned to the category of classical advertising media.
Retail Media complete classical advertising at the ultimate place of the buying decision.
The achievable temporarily sales-up lift during the campaign is to be seen additionally as a directly and instantaneous effective tactical as well as promotional issue. Particularly to attain short-term sales objectives as well as to achieve a fast awareness while launching new products or support relaunches the target oriented use of Retail Media is highly effective and efficient.
Retail Media not just only effects strategically communicative to strengthen the brands personality as intrinsic buying decision criteria. It also strengthens the visual presence and dominance in the supermarket against competition in a not to be sneezed high degree while advertising period. The guaranteed advertising exclusivity during the retail media campaign provides a further competitive edge.
POP-Media networks are provided and available throughout the diverse retailer channels and since 2006 also gross-national. In UK and many other European countries as well as in USA and Canada Retail Media will be regularly used for advertising support by the most of the big brands.
On the basis of numerous research studies carried out while retail media campaigns Redbus disposes of extensive experiences and excellent specialised knowledge. REDBUS solely works together with independent market research companies.
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