Retailers find gold in retail data

Why retail media’s growth could change retail as you know it

?By Zac Wang

• Retail is changing as ad dollars grow in importance.
• We can likely expect smarter loyalty programs as well as more, and better, competition with Amazon.

?? Lightbulb moment

“It's just an evolution of technology and merchandising and product positioning to drive more relevance for the consumer, and better performance for the retailer.”

— Mark Adams, senior vice president and general manager, EMEA, BigCommerce

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The growing appeal of China’s Gen Z for marketers

By Zac Wang

• China’s Gen Z remains a key opportunity for global marketers, even as the country faces economic headwinds.
• Following regulatory pressures, Chinese tech giants’ walled gardens appear to be slowly coming down, bringing new opportunities for marketers to reach this critical audience.

?? Lightbulb moment

“China offers unparalleled opportunities for data-driven marketing and is at the forefront of innovative ad formats, like livestreaming and interactive ads. Programmatic platforms in China often support these advanced formats, offering unique opportunities to engage audiences in new ways.”

— Subbu Bhatt, founder and CEO, China Trading Desk

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Cookies are still here: Keep calm and carry on with these three strategies

By Blake Williams, senior director of data strategy, The Shipyard

• It’s still worth it for marketers to pursue and invest in a cookie-less future, even after Google halted its plan to deprecate third-party cookies from its Chrome browser earlier this year.
• To get the most out of measurement, brands should pay close attention to “brand love,” measure holistically across channels and trust aggregate data over user-level data.

?? Lightbulb moment

“Proper measurement has never been more important, and never been more complicated. Cookies may not be dead, but they’ll never be the same after what the industry has put them through...”

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Wayfair’s Kara O’Brien on unifying the in-store and digital shopping experience

• On The Current Podcast, Wayfair Head of Brand Marketing Kara O’Brien describes the company’s goal of catering to modern consumer needs by seamlessly blending its new in-store experience with the digital one customers are accustomed to scrolling through.
• Thanks to its e-commerce roots, Wayfair already benefits from vast amounts of first-party data, allowing it to better serve experiences tailored to customers’ preferences and behaviors, whether online or in store.

?? Lightbulb moment

“We wanted to make sure people could understand that endless aisle, but make it a very shoppable experience in store.”

— Kara O’Brien, Head of Brand Marketing, Wayfair

Listen here

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