Retail media has quickly become a highly effective way for brands to reach their target audience and drive sales. However, before launching a retail media campaign, there are several key factors that brands should consider in order to achieve success. In this article, we'll dive deeper into these factors and provide some tips for brands to make the most of launching on a new marketplace.

Partner with the Right Retailers for Your Brand

Choosing the right retail partners for your campaign is crucial to its success. Not all retailers are created equal, and some may be more effective than others depending on your target audience and goals.

Once you have an understanding of what retailers will tailor well to your target audience, understand the limitations and benefits of your retailer of choice. The main limitation within retailers beyond Amazon and Walmart is getting accepted to sell, as retailers like Target are invitation only.

Each marketplace also has different fee structures to sell on platform. Most have a referral fee that ranges from 5-15% that will have to be taken into account when calculating overall profitability.

It's also important to consider the different advertising options available on each platform. Amazon offers multiple ad types both on and off platform that allow you to target keywords, competitor products, audiences, etc. Target and Walmart capabilities are slightly behind, offering only in-platform ad placements for keyword targets. Choose the advertising options that best align with your goals, audience, and budget.

Customize Optimized Content by Retailer

Creating high-quality content that is optimized for each retailer's platform is key to effectively engaging your target audience. This includes product descriptions, images, and videos that are tailored to each retailer’s audience and guidelines.

Marketplaces are increasingly becoming branding destinations, providing another opportunity to offer consumers an elevated experience. Each retailer now offers different versions of enhanced content that provides the opportunity for sellers to differentiate their products from competitors and establish brand identity. Amazon has made consistent updates to their A+ content feature, now adding in the ability to create Brand Story A+ content. Walmart allows sellers to showcase interactive creative imagery within their Rich Media feature, with other top retailers closely following this trend to give more opportunities to showcase optimized content.

Know Your Target Audience

One of the most important factors to consider when launching a retail media campaign is understanding your target audience. This includes their demographic information, interests, behaviors, and purchase habits. By understanding your audience, you can pick the right marketplace to invest in.

Each marketplace has its own demographic that it caters to and lining up your product with the best retailer will set you up for success. We have found that:

• Target shoppers are typically more affluent, millennial parents or urban dwellers.

• Walmart shoppers are focused on finding a good deal and located in more rural parts of the United States.

Looking Forward

Expanding into new eCommerce marketplaces will be the key to growth in 2023. To ensure you launch successfully, prioritize picking the right retailer for your demographic, have a strong understanding of limitations, and provide curated optimized content for each marketplace.

Direct Agent’s eCommerce Team specializes in launching brands across multiple marketplaces. If you’re interested in learning more about Direct Agents’ Amazon offerings and how our eCommerce team can help your brand grow on multiple retailers, email marketing@directagents.com to learn more.

Bridget Menne, Client Success Manager, Direct Agents