Retail media is the way of the future for most brands (assault upon consumers senses)

BY STEVEN KASZAB

Going shopping will soon become an experience you won’t be expecting. Retail space and locations across the sector are going to shrink, while the effects of retail multi-media will increase. Consumers will be facing a cascading of different types of retail media all whose purpose it is to get them to trust a brand and buy, buy, and buy more.

Psychologists suggest that many consumers will be overwhelmed by this unending barrage of retail media on their: televisions, screens, and portable devices, leading the consumer to a retail environment where signage and screens are positioned everywhere, from: the floorscape, to signage on all shelving, and even the ceiling.

Imagine going to a mall in Thunder Bay, and as you approach the mall entrance a dozen homeless people call out for money, putting you in a tight spot feeling as if you’re being assaulted. You feel like you should never have gone to that mall. Now you’re in a brand store. Approaching its entrance are big screens, electrical devices, and scanning devices identifying you, and devising what your needs are through social media outlets these devices can enter. Once inside, everywhere you turn there are flashing screens and information packs. The retailer has applied known psychological methods to persuade the consumer they want to be there; they want to buy a product and experience the brand.

Through the physical store environment, and across relevant content sites, the retail media can link the brands paid marketing to every sale that happens in the physical store. Multi channeled retail media instore reinforces the brands message and creates a smoother shopping experience. The consumer feels as though they have to buy something! A customer-centric experience, with data driven insights compel the consumers to purchase.

A direct connection between in store experience with the brands online presence assures the retailer that whoever enters their store will be encapsulated into their: corporate mindset, message, and sales accomplished.