Another thing you’ll want to assess is the insight and measurement opportunities that retailers provide. This essentially comes down to the question ‘what data do they have?’, or at least ‘what data will they give us access to?’.

Retailers that launch popular loyalty card programs, for example, will hold data on their consumers that spans both the on and offline shopping worlds, and this can provide advertisers with a greater ability to target and measure the effectiveness of omnichannel media campaigns. Fancy omnichannel aspirations aside, it also simply provides a clearer picture of consumers who only shop in-store - an audience segment that is relatively off the grid!

It’s not just about the amount of data that retailers make available though, you need to figure out the quality of the data you’re provided with - whether it’s useful or not.

Due to inaccurate data or processes, for example, there may be a discrepancy between the amount of shoppers that retailers say they can help you reach, and how many shoppers they can actually help you reach. So, you may want to find out more about their match rate - how many individuals from their data set can actually be successfully matched to active users elsewhere? This will be the real deciding factor behind who will see your ads.

The best overall advice we can give you is this - and this goes for everything we’ve discussed in this lesson: just start talking with retailers, get to know what they have to offer, and do your own research to make sure that you invest in digital retail partnerships that are right for your business’s objectives, audiences, ambitions and resources.

That’s all we have for you today, hopefully by now you feel more familiar with the different approaches that can be taken to plan and execute digital retail media campaigns, and more confident with the considerations that need to be made when selecting the retailers you’ll be partnering with going forward. Thanks for watching, and see you next time!

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