Inmar Shares Details On Services Supporting Brands’ Retail Media Efforts
Inmar Intelligence shared details about how it’s helping its clients deliver targeted and personalized advertising, including to Costco's members.
Inmar works with its clients to align each campaign with the retailer's business priorities and deliver value to members, according to Leah Logan, VP of retail media transformation at Inmar. Its offerings to its clients include campaign planning and execution, in-the-moment contextualized creative development and post-campaign reporting.
Costco also works with other shopper marketing agencies that similarly support their brand clients with managed service to run offsite campaigns against Costco audiences. Member targeting and SKU-level sales lift reporting is enabled and completed by Costco, which it can provide regardless of the agency.
"Our approach to [targeting] retail audiences focuses on when to reach them, how to reach them and what to say to them to elicit the behavior advertisers need to deliver an impact," Logan said.
Related: See where Costco, Inmar Intelligence sit on the Omnichannel Landscape
Inmar also offers its clients access to its in-house creative studio, which develops personalized ad experiences tailored to Costco’s unique shopper base. This can include region-specific messaging, creative tied to weather or sports triggers, or value-added content from influencer partners.
"From audience strategy to creative production and measurement, Inmar supports every step of the retail media journey to drive meaningful results for brands at Costco," Logan said.
Logan noted that Inmar's emphasis on "retail-first" planning sets it apart in the space. Rather than beginning with ad placement or channel selection, the process starts with identifying the shopper behavior the campaign seeks to influence. Creative, timing, audience building, formats and channels can be built around an aligned KPI.
"This approach supports merchant and organizational alignment, maximizing the funding that goes back into those merchant [profit and loss statements] P&Ls and ultimately delivering a lower price for members," she said.
Editor’s Note: This story has been updated with information from Costco and Inmar that clarifies details that were provided to P2PI.
