{"id":15453,"date":"2024-02-26T08:02:00","date_gmt":"2024-02-26T06:02:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=15453"},"modified":"2024-02-28T15:47:32","modified_gmt":"2024-02-28T13:47:32","slug":"retail-media-7-defis-et-perspectives-2024","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/retail-media-7-defis-et-perspectives-2024\/","title":{"rendered":"Retail Media\u00a0: 7 d\u00e9fis et perspectives en 2024"},"content":{"rendered":"\n

Naviguer dans le monde effervescent du Retail Media peut sembler aussi complexe que de r\u00e9soudre un Rubik’s Cube. Mais ne vous inqui\u00e9tez pas, GroupM Nexus Commerce vous aide \u00e0 d\u00e9crypter l\u2019analyse de Colin Lewis, expert reconnu mondialement sur l\u2019univers du retail media, est l\u00e0 pour nous guider \u00e0 travers les enjeux de 2024.<\/strong><\/p>\n\n\n\n

1. Retail Media, architecte de consumer planning<\/h2>\n\n\n\n

Le Retail Media ne se r\u00e9sume pas \u00e0 un levier de performance marketing\/conversion. Il s’invite d\u00e9sormais dans de nombreux points de contacts : onsite, offsite, Audiovisuel, Audio, CRM, digital instore\u2026 offrant une exp\u00e9rience plus riche et diversifi\u00e9e aux consommateurs.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Cela ouvre une nouvelle dimension pour atteindre votre cible \u00e0 diff\u00e9rents moments de son parcours d’achat. Il devient donc crucial d’int\u00e9grer le Retail Media dans votre strat\u00e9gie marketing globale pour maximiser vos interactions avec les consommateurs.<\/p>\n\n\n\n

2. Une transformation des organisations<\/h2>\n\n\n
\n
\"Organizational<\/figure>\n<\/div>\n\n\n
<\/div>\n\n\n\n

Les \u00ab Fab Four \u00bb du Marketing (Brand, Trade, Shopper & Retail Media experts) sont tous concern\u00e9s par cette \u00e9volution. Cela implique une r\u00e9organisation interne pour favoriser la collaboration entre ces diff\u00e9rentes \u00e9quipes. Un d\u00e9fi de taille qui offre n\u00e9anmoins l’opportunit\u00e9 de repenser votre structure organisationnelle pour maximiser l’efficacit\u00e9 de vos campagnes Retail Media.<\/p>\n\n\n\n

3. Des strat\u00e9gies business modifi\u00e9es<\/h2>\n\n\n\n

Le Retail Media n’est pas seulement un levier de volume, c’est aussi un vecteur d’hyper-rentabilit\u00e9 pour les enseignes. Pour l\u2019atteindre, la premi\u00e8re \u00e9tape est de se doter des capacit\u00e9s de mon\u00e9tisation physique et digitale. Ensuite la question centrale, en particulier en France, est le changement de la relation commerciale enseigne\/industriels : pour investir massivement en Retail Media, l\u2019enseigne doit modifier son approche commerciale et favoriser la transparence et le partage des informations business, diffusion et produits. Cette nouvelle donne repr\u00e9sente une opportunit\u00e9 d’am\u00e9liorer votre ROI en investissant dans des campagnes Retail Media cibl\u00e9es. La cl\u00e9 ? Travailler en \u00e9troite collaboration avec les enseignes pour b\u00e9n\u00e9ficier de ces nouvelles opportunit\u00e9s.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

4. Une structuration n\u00e9cessaire en mati\u00e8re de mesure<\/h2>\n\n\n\n

Mesurer pr\u00e9cis\u00e9ment l’efficacit\u00e9 des campagnes Retail Media est un enjeu majeur pour p\u00e9renniser l\u2019efficacit\u00e9 des investissements consentis par les industriels. \u00c0 ce jour, chaque plateforme utilise ses propres metrics. Structurer le Retail Media pour permettre aux annonceurs de disposer d\u2019outils de mesure et d’analyse pour suivre de pr\u00e8s les performances de vos campagnes et ajuster votre strat\u00e9gie en cons\u00e9quence devient donc une n\u00e9cessit\u00e9.<\/p>\n\n\n\n

5. L’exploitation de l’in-store media et des solutions omnicanales<\/h2>\n\n\n\n

L’\u00e9cosyst\u00e8me rapproche progressivement les deux mondes physiques et digitaux pour offrir des solutions full funnel et omnicanales. Vous pouvez maintenant atteindre les consommateurs \u00e0 diff\u00e9rents points de contact, que ce soit en ligne ou en magasin. D\u00e9velopper une strat\u00e9gie omnicanale devient alors essentielle pour tirer pleinement parti de ces nouvelles possibilit\u00e9s.<\/p>\n\n\n\n

6. La tech au service du Retail Media<\/h2>\n\n\n\n

Avec la plateformisation des offres, \u00e0 l’image de ce qui a \u00e9t\u00e9 fait pour les leviers Search, Social et Programmatique, il est temps d’adopter ces nouvelles technologies pour rester comp\u00e9titifs. Se tenir inform\u00e9 des derni\u00e8res innovations technologiques et les int\u00e9grer dans votre strat\u00e9gie Retail Media est donc un imp\u00e9ratif. Les Retailers qui n\u2019embrasseront pas cette dimension Adtech resteront sur le c\u00f4t\u00e9.<\/p>\n\n\n\n

7. Amazon, le leader incontest\u00e9<\/h2>\n\n\n\n

Amazon m\u00e8ne la danse et fixe le cap. Qu\u2019on le veuille ou non, Amazon m\u00e8ne toute l\u2019industrie. D\u2019un acteur e-commerce, l\u2019entreprise a mu\u00e9 pour devenir un acteur majeur de Marketing Services, que ce soit en termes de philosophie (Open Data, 360 Retail, Content-Ads), de capacit\u00e9 media (Onsite, Offsite, Audiovisuel, Print, DOOH magasin) ou de relations commerciales avec les marques (\u00e0 relativiser tout de m\u00eame entre le volet Retail et le volet Ads encore silot\u00e9s). Amazon a toujours un temps d\u2019avance. S\u2019adapter rapidement aux \u00e9volutions propos\u00e9es par ce g\u00e9ant du e-commerce devient une n\u00e9cessit\u00e9 pour rester dans la course. Surveiller de pr\u00e8s les initiatives d’Amazon pour anticiper les tendances du march\u00e9 et ajuster votre strat\u00e9gie en cons\u00e9quence est donc essentiel.<\/p>\n\n\n\n

En conclusion, le Retail Media en 2024 s’annonce comme une v\u00e9ritable aventure, pleine de d\u00e9fis et d’opportunit\u00e9s. Pr\u00e9parez-vous d\u00e8s maintenant \u00e0 naviguer dans ce paysage en constante \u00e9volution pour rester comp\u00e9titif et tirer le meilleur parti de ces nouvelles opportunit\u00e9s. Et si vous avez besoin de plus de pr\u00e9cisions ou d\u2019accompagnement, rapprochez-vous de l\u2019\u00e9quipe GroupM Commerce.<\/p>\n\n\n\n

\n\n\n\n

Article \u00e9crit en collaboration avec J\u00e9r\u00e9my Hoy, Managing Director GroupM Commerce chez GroupM France<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le futur du Retail Media : quels sont les d\u00e9fis et perspectives pour 2024 ? D\u00e9couvrez comment pr\u00e9parer votre entreprise pour cette nouvelle \u00e8re du marketing.<\/p>\n","protected":false},"author":1,"featured_media":15457,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nRetail Media\u00a0: 7 d\u00e9fis et perspectives en 2024 - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les 7 d\u00e9fis et perspectives du Retail Media en 2024. 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