The holiday season has always been a critical period for retailers, marked by surges in site traffic, heightened consumer engagement, and fierce competition for attention. But as digital transformation accelerates and ecommerce becomes the default for millions of shoppers, a new opportunity has emerged: retail media networks. These platforms enable retailers to monetize their digital real estate, turning high-intent holiday traffic into a powerful, high-margin revenue stream that extends well beyond the transaction.
Retail media refers to the ecosystem of advertising opportunities that retailers can offer across their owned digital properties—websites, apps, and even in-store screens. This includes sponsored search results, display ads, programmatic placements, and data-driven targeting, all delivered to shoppers at the point of purchase or consideration. The model is inspired by the success of digital giants, but is now being rapidly adopted by traditional retailers, especially in grocery and big-box sectors.
The timing couldn’t be better. During the holiday season, retailers see a dramatic influx of new and returning customers, many of whom are open to discovering new brands, products, and deals. Research shows that consumers are willing to share more data in exchange for better offers during this period, creating a rich environment for targeted advertising and personalized experiences. For retailers, this means the ability to capture incremental revenue from brands eager to reach shoppers at the most decisive moments.
Retail media networks are not just a trend—they are a strategic imperative for retailers seeking to offset margin pressures from rising logistics costs, supply chain disruptions, and the ongoing shift to ecommerce. By offering advertising space to brands and suppliers, retailers can:
In practice, retailers with significant digital traffic—often 10 million monthly unique visitors or more—can unlock millions in incremental revenue annually. This is especially pronounced in grocery, where retail media has become a major business line, but the model is rapidly expanding to apparel, electronics, and specialty retail.
To fully capitalize on the holiday surge and beyond, retailers should consider the following best practices:
Sponsored search allows brands to promote their products directly within site search results, capturing high-intent shoppers. Programmatic display ads, meanwhile, enable dynamic targeting based on shopper behavior, preferences, and real-time context. Leading retailers are combining these approaches to maximize relevance and revenue.
The power of retail media lies in the retailer’s unique access to first-party data—purchase history, browsing behavior, loyalty status, and more. By leveraging this data (with appropriate privacy safeguards), retailers can offer brands the ability to target audiences with precision, measure campaign performance, and optimize spend in real time.
Retail media should not be siloed. The most effective networks span web, mobile, email, and in-store screens, creating a seamless experience for both shoppers and advertisers. This requires investment in technology platforms that can manage inventory, reporting, and creative assets across channels.
Many retailers are partnering with technology providers and media platforms to accelerate their retail media capabilities. For example, platforms like CitrusAd (now part of Publicis) have enabled grocers and other retailers to quickly deploy sophisticated retail media solutions, connecting brands with shoppers at scale.
Brands expect clear reporting on impressions, clicks, conversions, and return on ad spend. Retailers that provide robust analytics and transparent attribution will attract more advertising dollars and build long-term partnerships with suppliers.
As data privacy regulations tighten and third-party cookies are phased out, retailers’ first-party data becomes even more valuable. Retail media networks are uniquely positioned to thrive in this environment, as they rely on direct relationships with shoppers and consent-based data collection. Retailers must ensure compliance with privacy laws (such as GDPR) and provide clear value to consumers in exchange for their data—especially during the holidays, when trust is paramount.
Publicis Sapient has deep experience helping retailers design, launch, and scale retail media networks. Our teams have worked with leading grocers, big-box retailers, and specialty brands to:
As the holiday season approaches, the opportunity is clear: retail media networks are not just a side business—they are a core pillar of next-generation retail monetization. By acting now, retailers can turn seasonal traffic into sustainable, high-margin growth, building deeper relationships with both shoppers and brand partners.
Ready to unlock the full potential of your digital real estate? Connect with Publicis Sapient to explore how retail media can transform your holiday—and your future.