The Rise of Retail Media Networks

Retail media networks have gained significant importance in the marketing landscape, creating new opportunities for brands to connect with consumers. These networks leverage point-of-sale transaction data to identify and engage non-loyalty shoppers, which helps retailers gain insights into a broader customer base. For instance, utilizing platforms like Bridge allows retailers to extract valuable data even from customers who do not participate in loyalty programs, thus enhancing their marketing capabilities. This shift indicates that retailers can now unify their data with the goal of attracting and retaining a diverse array of shoppers.