2025 will (once again) be the year of retail media

The concept of retail media has proven to be one of the most fascinating and strategic innovations in the retail sector. What could initially be mistaken for simply an extension of traditional media now represents a shift in the business model of large chains and an opportunity for those seeking to enter an increasingly competitive and dynamic market. In some cases, specific departments dedicated to this concept can already be seen, seeing this movement as a means of monetization and a new way to create value in their operations to win over the modern consumer.

Not surprisingly, the theme of the evolution of retail media and the digitalization of strategies marketing was widely discussed at NRF 2025, one of the largest global retail events. Discussions highlighted the use of real-time technologies in physical stores, as well as the need to adapt to local culture and strategic partnerships as key elements for the success of these initiatives. The impact of digital technology on younger people's purchasing decisions was also highlighted, demonstrating that new generations seek more interactive, personalized, and value-aligned shopping experiences.

Thus, the retail media becomes a powerful ally in promotional dynamics and product display, capturing consumer attention in a more impactful way. However, to do the basics well, it's not enough to rely on visibility and media alone: it's essential to integrate price optimization actions and ensure stock availability. Think about retail media It's about envisioning a 360° experience ecosystem, where the consumer is impacted both online and in person—being at the center of everything in both environments. After all, customers move through multiple channels simultaneously and in a non-linear fashion, and ignoring this reality means forgoing a deeper, 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 North American retail giants Target and Kroger, which excel at integrating purchase data with personalized advertising, increasing customer engagement and boosting sales. Brazil stands out in this global scenario, being one of the countries where this format is growing fastest. According to eMarketer, a company specializing in market research, investment in retail media in Brazil it 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 today's market.

In this context, technology plays a central role: advanced data analysis tools offer insights accurate so that decisions are based on facts, increasing the results of these initiatives. It is in this universe of innovative solutions that we see the applicability of big data and the omnichannel – essential elements for a true transformation in the performance of retail mediaImplementing these technologies enables the identification and optimization of opportunities throughout the entire consumption chain, enabling continuous monitoring of actions and greater market prominence.

The 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 collaboration—brands can create a stronger and more memorable presence. Social media is emerging as a powerful extension of retail media, enabling personalized campaigns and expanded reach, as well as enabling brands to explore interactive experiences and collaborations with influencers to connect more meaningfully with their audiences.

Beyond the product, promotional practices hyper-personalized have the ability to reinforce a positive image in accordance with ESG principles, placing sustainability and social responsibility as priorities. Proof of this is Unilever, which integrates social and environmental issues into its business actions. marketing, promoting products that meet consumer needs and support causes such as reducing waste and strengthening 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 transcends the simple commercial transaction.

Finally, it's essential to recognize how a strategic tool for retail chains and brands, combining technology, consumer experience, and sustainability principles, can maximize financial results while simultaneously consolidating an innovative and responsible positioning in the market. Those who can effectively adopt and adapt these strategies will be keeping pace with trends and leading the future of retail.