The concept of retail media has proven to be one of the most fascinating and strategic innovations in the retail sector. What initially could be mistaken only as an extension of traditional media now represents a change in the business model of large networks and an opportunity for those who want to enter an increasingly competitive and dynamic market. In some cases, it is already possible to see specific departments focused on this concept, seeing in this movement a means of monetization and a new way of creating value in their operations to win over the modern consumer.
No wonder, the theme of the evolution of retail media and the digitalization of marketing strategies was widely discussed at NRF 2025, one of the largest global retail events. The discussions highlighted the use of real-time technologies in physical stores, as well as the need for adaptation to local culture and strategic partnerships as key elements for the success of initiatives. The impact of digital on the purchasing decisions of younger generations was also emphasized, showing that new generations seek more interactive, personalized shopping experiences aligned with their values.
Thus, retail media becomes a powerful ally in promotional dynamics and product exposure, capturing consumer attention in a more impactful way. However, to do the basics well, it is not enough to focus on visibility and media itself: it is essential to integrate price optimization actions and ensure stock availability. Thinking about retail media means thinking about a 360° experience ecosystem, where the consumer is impacted both online and physically – being, in both environments, at the center of everything. After all, the customer moves through multiple channels simultaneously and non-linearly, and ignoring this reality means giving up a deeper and more profitable relationship with them.
Around the world, we see successful examples of the application of these integrated strategies. Here, I highlight, in particular, the American retail giants Target and Kroger, which stand out by integrating purchase data into personalized advertising, increasing customer engagement and boosting their sales. Brazil stands out in this global scenario, being one of the countries where this format is growing most rapidly. According to eMarketer, a market research company, investment in retail media in Brazil has jumped from US$ 1 billion to US$ 30 billion in the last five years, with a projected growth of 43.5% in 2024. Understanding the relevance and potential of this media to generate visibility and effective engagement is crucial for the prosperity of the current market.
Given this context, technology plays a central role: advanced data analysis tools provide precise insights for decisions to be based on facts, enhancing the results of these initiatives. It is in this universe of innovative solutions that we see the applicability of big data and omnichannel – essential elements for a true transformation in the performance of retail media. Implementing these technologies enables the identification and optimization of opportunities throughout the entire consumption chain, allowing continuous monitoring of actions and a greater prominence in the market.
Retail media emerges as an opportunity to innovate in product promotion and increase customer loyalty. By exploring new ways to engage consumers – whether through more creative campaigns, interactive experiences, or collaborations – brands can create a stronger and more memorable presence. Social networks stand out as powerful extensions of retail media, enabling personalized campaigns and expanded reach, as well as allowing brands to explore interactive experiences and collaborations with influencers to connect more meaningfully with their audiences.
Besides the product, hyperpersonalized promotional practices have the capacity to strengthen a positive image according to ESG principles, prioritizing sustainability and social responsibility. An example of this is Unilever, which integrates social and environmental issues into its marketing actions, promoting products that meet consumer needs and support causes such as waste reduction and the strengthening of local communities. Initiatives that incorporate sustainability into their value proposition – including the promotion of seasonal and perishable items – have the power to strengthen brand loyalty, establishing a lasting emotional connection with customers that goes beyond a simple commercial transaction.
Finally, it is essential to recognize how as a strategic tool for retail networks and brands, by combining technology, customer experience, and sustainability principles, can maximize financial results and, at the same time, consolidate an innovative and responsible position in the market. Those who can adopt and adapt these strategies efficiently will be following trends and leading the future of retail.
