COMMERCE PLANNING

After the era of media planning and audience planning, the current marketing trend is commerce planning. This may seem contradictory, but the advancement of digital technologies has reignited the concept of retail media.

Indeed, it is now possible to collect numerous data, increasingly precise, on the customer base of retail stores. Faced with new legislation aimed at protecting privacy and making web usage more ethical (such as GDPR in Europe), combined with the rise of multi-device practices making it more challenging to track a user's journey, industry players have begun to reinvent their model. To cope with the impending end of third-party cookies, we will soon rely on a system of unique, multichannel, and anonymous identifiers to track the customer journey from initial contact to purchase.

By combining first-party data and precise multilocal targeting, it is now possible to track a consumer in a geolocated catchment area and deliver the right message at the right time to the right person. Thus, the point of sale becomes an essential lever in the national strategy of retail brands once again.

PHYGITAL

Retail communication strategy must therefore combine online channels with local sales forces. This physical/digital association is poised to reach the retail stores themselves, in the marketing experience they must now offer their customers.

Local brand stores must therefore digitize, integrate digital world data and methods, and invest in technological tools such as interactive kiosks offering visitors innovative services via dedicated applications: interactive catalogs, real-time price verification, additional product information, 3D simulations. All these are reasons to entice consumers to visit stores and make purchases.

OMNICHANNEL STRATEGY BETTING ON NEW CHANNELS

While investment in traditional media has shifted towards digital channels in recent years, traditional media still represent over 40% of retail investments. The winning strategy is therefore to combine physical and digital media.

Moreover, digital channels are more diversified than ever. And some platforms are gaining importance every month. Multichannel communication is now a crucial issue for networked brands.

• DOOH: The digitalization of out-of-home advertising offers infinite creative possibilities. By leveraging dynamic creative optimization (DCO), agencies and advertisers can implement increasingly refined trigger marketing strategies. Adapting the content of advertisements displayed based on context: time and day of the week, weather, news. Brands have not overlooked this lever, turning massively to it in 2022. And this is just the beginning.

• Connected TV (CTV): Becoming the dominant model in the USA, connected TV technology should spread worldwide in the coming months. Already, it is increasingly integrated into media plans for campaigns in Europe. Once leaders in CTV supply emerge on the continent and reach measurement is better mastered, this channel should explode in terms of advertising investments worldwide.