The retail landscape is undergoing a profound transformation. As digital commerce matures and traditional profit levers come under pressure, retailers—especially in grocery and big box—are seeking new ways to drive growth and profitability. One of the most promising frontiers is the rise of retail media networks (RMNs): digital advertising platforms built on the foundation of a retailer’s own first-party data, digital properties, and customer relationships. For retailers ready to act, RMNs represent a significant opportunity to unlock incremental revenue, deepen customer engagement, and create new value for both brands and shoppers.
The surge in e-commerce, accelerated by the pandemic, has permanently changed how consumers shop. Today’s shoppers expect seamless, omnichannel experiences, and they generate a wealth of data as they move between digital and physical touchpoints. Yet, even as online sales have grown, many retailers have struggled to maintain profitability. Rising fulfillment costs, margin pressures, and increased competition have forced retailers to look beyond traditional revenue streams.
Retail media networks have emerged as a powerful answer. By leveraging their unique access to shopper data and digital real estate, retailers can offer brands highly targeted advertising opportunities—both onsite (on their own websites and apps) and offsite (across the broader web). For many, this can translate into 1–5% of total revenues as incremental, high-margin income. In grocery, where margins are notoriously thin, this can be transformative.
Brands are eager to reach shoppers at the point of decision, and retailers are uniquely positioned to deliver. Unlike traditional digital advertising, which often relies on third-party cookies and broad audience segments, RMNs are built on rich, first-party data. This enables precise targeting, closed-loop measurement, and the ability to connect ad spend directly to sales outcomes. For consumer packaged goods (CPG) companies and other advertisers, this is a compelling proposition—especially as privacy regulations and browser changes make third-party data less reliable.
Launching a successful RMN requires more than simply selling banner ads on a website. Retailers must think strategically about the technology, data, and organizational capabilities needed to compete with established digital advertising platforms. Key considerations include:
Retailers leading the way in retail media are taking a holistic approach to monetization. This includes:
Building a high-performing retail media network is a complex, multidisciplinary challenge. Publicis Sapient brings deep expertise in data, technology, and retail strategy to help clients design, launch, and scale RMNs that deliver real business impact. Our teams work with retailers to:
The retail media opportunity is still in its early days, but the momentum is undeniable. As more retailers enter the space, competition will intensify—and the winners will be those who can deliver differentiated value to both brands and consumers. This means investing in data, technology, and talent; building strong partnerships with advertisers; and continuously innovating the shopper experience.
For grocery and big box retailers, retail media networks are not just an incremental revenue stream—they are a strategic imperative for the next era of digital commerce. By acting now, retailers can secure their place at the center of the new retail ecosystem, driving growth, profitability, and customer loyalty for years to come.
Ready to unlock the potential of retail media? Connect with Publicis Sapient to explore how we can help you build, scale, and monetize your own retail media network.