Brands have always struggled to grasp the entire customer journey without retailer data.
Most brands and retailers have a wealth of first-party data, but a few use it to its maximum potential. With the advancement of technology, retailers also have to advance their media offerings to enable greater, more sophisticated targeting and data integration.
As more retailer-led digital offerings are emerging, brands can now match their customers with data held by retailers and communicate to them across the internet. This will give brands more control of their targeting when investing with retailers, and both retailers and brands will see a growth in product sales related to the marketing campaigns.
With access to both online and offline first-party data, brands can drive in-store and online sales. They can further leverage tactics like geo-targeting online digital media, using retailer and brand data to map the total consumer journey, and activating media across online and physical environments to build a closer relationship with consumers.
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