Publicis Sapient：2023年“下一步”指南-零售行业趋势展望（英文版）（44页）.pdf

1、1Guide to Next.2023RETAIL ISSUE 22Guide to Next.How retailers can create the most impact in the coming yearon their business and their shoppers.20233Guide to Next.TABLE OF CONTENTS04142433The Race for Retail Media NetworksSustainable Supply ChainThe Return to In-Store ShoppingRetail in Web 3.04Guide

2、 to Next.5Guide to Next.The Race for Retail Media NetworksAUTOMATION,PERSONALIZATION AND CLOSED-LOOP ACTIVATION:HOW TO STAND OUT IN THE RACE FOR RETAIL MEDIA NETWORKSRetailers have traditionally relied on product sales for most of their profits.Now,the drastic rise in e-commerce and industry profita

3、bility challenges has prompted them to turn digital real estate and customer data into ad sales,providing abnormally high returns for the industry.While traditional retail media has been around since the first brick-and-mortar retail stores,the significance of the term has changed in the last five y

4、ears to focus on digital retail media networks(RMNs),or retail data monetization.RMNs have already proliferated across the retail industry,but what will determine their future success,and which networks will come out on top?6Guide to Next.What is a retail media network?Retail media refers to any adv

5、ertising or media thats located near the pointof sale(i.e.,within a physical store or on an e-commerce platform).This could be a cardboard cutout in a grocery store or a“suggested product”ad on Amazon.Retail media networks are the digital platforms created by retailers that allow brands to purchase

6、ads directly through them,either on a retailers owned e-commerce website,in a physical retail store,or on a third-party like Facebook,Google or even connected TV,which is referred to as off-site advertising.While retail media networks could include physical ad placements,their growth areas right now