In today’s rapidly evolving retail landscape, data is no longer just a tool for operational efficiency or customer insight—it is a strategic asset capable of unlocking entirely new, high-margin revenue streams. As third-party cookies disappear and privacy regulations tighten, retailers are seizing the opportunity to monetize their first-party data through the creation of Retail Media Networks (RMNs). These platforms are transforming the business model for grocers and retailers, enabling them to capture a share of the booming digital advertising market while deepening customer relationships and future-proofing their operations.
Retailers generate vast amounts of data every hour—from online browsing and in-store transactions to loyalty programs and supply chain movements. Traditionally, this data has been used to optimize internal operations and personalize customer experiences. However, the true value of first-party data is now being realized through RMNs, which allow retailers to offer targeted advertising opportunities to consumer packaged goods (CPG) brands and other partners directly on their owned digital and physical properties.
The shift is driven by several converging factors:
For example, a leading U.S. grocery chain partnered with Publicis Sapient to identify and implement a $1 billion opportunity by launching a custom omnichannel RMN. This network provided real-time, actionable insights and unprecedented transparency for advertisers, resulting in 15x revenue growth and a fundamental shift in the retailer’s revenue model.
Launching and scaling an RMN requires a robust technical foundation. Key enablers include:
A major grocer’s journey with Publicis Sapient illustrates these principles. By implementing a custom data management solution and adopting agile, DevOps-driven methodologies, the retailer achieved an 80% improvement in go-to-market speed, integrated over 1,000 data sources, and built a scalable practice for continuous innovation.
The transition to a data-monetization model is as much about organizational change as it is about technology. Success requires:
Retailers who have embraced these changes have seen measurable results, including double-digit improvements in conversion rates, significant increases in customer engagement, and the ability to rapidly scale new business lines such as pharmacy or direct-to-consumer offerings.
As retailers collect and activate more customer data, trust becomes paramount. Nearly half of consumers are unwilling to share their data unless they understand how it will be used. Retailers must:
Robust data governance frameworks and privacy-by-design principles are essential to maintaining compliance and customer trust. For instance, Publicis Sapient has helped leading retailers and beauty brands identify and remediate sensitive data across millions of records, resulting in improved compliance and greater confidence in their ability to protect customer trust.
The most successful RMNs are deeply integrated with retailers’ e-commerce platforms, enabling seamless ad placement, real-time targeting, and closed-loop attribution. This integration allows brands to:
A leading U.S. grocer’s RMN, built in partnership with Publicis Sapient, connected over 15 tools and platforms, delivered 360° customer insights, and provided a solid foundation for future data monetization efforts as regulations and consumer preferences evolve.
Retailers who invest in the right data strategy, technology, and organizational capabilities are well-positioned to capture the next wave of growth. Actionable steps include:
With decades of experience in digital business transformation, Publicis Sapient partners with retailers to design, build, and scale RMNs that drive measurable business impact. The future of retail belongs to those who can turn data into value—delighting customers, empowering partners, and unlocking new sources of profitability in a privacy-first world.
Ready to unlock the full value of your retail data? Connect with Publicis Sapient to start your transformation journey today.