Unlocking retail media: Disruption, challenges and opportunities

Vivek Rastogi
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Vivek Rastogi: Senior Director — Global Digital Commerce, Colgate-Palmolive, USA

Journal of Brand Strategy, 2024, vol. 13, issue 3, 210-218

Abstract: This paper delves into the nuances of retail media, exploring its growth trajectory, the benefits it brings to various stakeholders and the challenges it poses while offering strategic insights for brands to effectively harness its potential. Retail media has emerged as a focal point in the digital commerce sphere, captivating attention and promising a paradigm shift akin to the emergence of search in the early 2000s. With ongoing technological advancements and a burgeoning array of retail media networks, the landscape is becoming increasingly dynamic and competitive. It is no wonder everyone is talking about retail media and the exciting opportunities it promises. In this paper, the author not only elucidates the immense potential of retail media but also sheds light on a crucial aspect often overlooked: the disruptive impact it can have on established business processes and structures. He then advocates for a proactive approach by brands to understand, acknowledge and adapt to these disruptions, paving the way for leveraging the full spectrum of opportunities presented by retail media.

Keywords: Retail media trend; challenges/complexity of retail media; retail media disruption; benefits of retail media; things to do to succeed in retail media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:3:p:210-218

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