In business today, with players like Amazon and Alibaba disrupting the retail model, it’s more challenging for retailers to reach their customers. Having an omnichannel, multi-touchpoint approach to connect with consumers at any stage of the shopping journey, has never been more important. This is where a good media strategy is essential – one that reaches the right customers, at the right time, with the right message.
Joanna O’Connell, VP Analyst at Forrester, sat down with us to explore why retail media is changing the game and where the greatest opportunities lie. We published the first part of our interview with her recently, and in this second and final part of our interview she focuses on how data use in marketing is changing, and how brands can take advantage.
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