Current studies show that product advertising is most effective right where purchase decisions are made. This form of advertising, known as retail media, is and will keep becoming more relevant to the success of brands and retailers. What’s already standard for many companies in the digital environment — in shops and on reseller sites like Amazon — is now possible at the POS too. What retail media means, what benefits this form of advertising offers, and why EMSU can be the right solution for many brands and retailers — that’s what this blog post is about.
What is retail media? Retail media is one of the fastest-growing categories of digital advertising — although, or precisely because, it’s a relatively new discipline. Retail media refers to placing advertising within the retail environment — whether in physical stores or on e-commerce platforms. Online, this form of advertising uses data and digital technologies to personalize and optimize advertising content where it’s most relevant. In physical stores, retail media used to be very print-heavy and hard to measure. But thanks to smart digital solutions, the use of moving images, and integrated measurement systems like those in our EMSU systems, digital retail media has now also made its way to the POS.
What Benefits Does Retail Media Offer?
We believe: by 2024 at the latest, retail media should be a fixed part of every media plan, because the benefits of this marketing discipline are enormous. With retail media, retailers not only increase pure sales, but also boost awareness of their brand and products. Advertising in the direct purchase environment of interested shoppers greatly increases the likelihood that their products in particular are seen and, as a result, bought. From our own research, we know that advertising at the POS with our EMSU systems can increase product sales by up to 300 percent. The reason for this is as simple as it is logical. Especially at the POS and in grocery retail, customers frequently make spontaneous purchases. Through smart, attention-grabbing communication at the POS — such as the moving-image integration in our EMSU systems — interest is sparked, driving sales. By using digital technologies, our EMSU systems make it possible to create digital, engaging customer experiences, while also enabling the measurement of customer data that can be crucial for market research into your own POS advertising.
What Revenue Opportunities Does Retail Media Offer Retail?
Regardless of the size of the retail business, EMSU’s digital POS systems offer scalability to keep pace with the growing demands of the retail media landscape. From small boutiques to large retail chains, our systems can offer a solution that gives our partners both increased sales and additional revenue opportunities. According to a study by strategy consultancy Oliver Wyman, retailers have the opportunity to significantly improve their profit margins by using innovative retail media solutions like our EMSU systems — by a net 0.3 to 2 percentage points. There’s still considerable untapped potential for professionalizing the retail media sector, especially in areas like store operations and grocery retail.
The Future of POS Marketing
Retail media is revolutionizing the way brands communicate with consumers at the point of sale. Thanks to their advanced technology, their ability to create digital customer experiences, the ease and speed of changing advertising messages, and their measurability, our digital EMSU POS systems are the simple, fast, and forward-looking technology for a retail media revolution.
