From Apples to Ads: How Retailers Can Build Successful Retail Media Offerings

Retail media is experiencing a boom, says Anders Hjorth of EPAM Continuum. The shift to advertising can require a lot from retailers, who could do worse than follow these key steps.

Retail media is a top priority for many retailers in 2024, as it offers the prospect of generating additional high-margin revenue with high margins. While retail media is advertising, it requires an entirely different skill set, new technology, data handling, and a redefinition of interactions along the customer journey.

At the Retail & E-Commerce Forum in Paris earlier this year, EPAM Continuum shared a stage with Gwenola Coicaud, director of Kingfisher Retail Media, to discuss experiences on building retail media programs from a commercial, organizational, and technological point of view.

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