Department Store Chain Belk Debuts Retailer Media Network
Belk, a privately owned U.S. department store chain based in Charlotte, North Carolina, has launched a retail media arm, Belk Media Network, in partnership with commerce media company Criteo.
The retailer media network was developed to give national brands across the apparel, accessories, beauty and home categories another way to increase awareness and sales on Belk’s owned and operated properties, according to a media release shared with the Path to Purchase Institute. The retailer will utilize sponsored products and onsite display ads, and it will expand to additional formats in 2025.
Belk Media Network gives brands and agencies access to the retailer’s first-party data and Criteo’s technology (see at bottom) to help marketers target a unique audience segment comprised of high-earning, predominantly women shoppers, per the release.
The launch of the network was timed ahead of the busy holiday shopping season to help advertisers reach and activate high-intent consumers amid a heightened demand for deals and promotions.
[Also Read: Retail Media Network Basics At A Glance]
The launch of the Belk Media Network also comes at a time when retail media is quickly emerging as the new center of the advertising universe and will surpass linear TV in spend next year. By 2028, it will triple, reaching $129.9 billion, a $75 billion increase from 2024, according to eMarketer’s projections.
“Through this partnership and the launch of the Belk Media Network, our brand partners will be able to reach and engage with consumers at the digital point of purchase, increasing visibility and driving sales ahead of a very crowded holiday shopping season," Neal Sheridan, vice president of Belk Media Network, said in the release.
Belk is the latest company to join Criteo’s network of 225 global retailer and marketplace partners. The retailer is harnessing Criteo’s retailer monetization platform, Commerce Yield, to enhance its “monetization opportunities” and provide brands and agencies access to its inventory and data for display and sponsored product ad campaigns. Brands and agencies can also plan, activate and report on campaigns in real time and with closed-loop reporting via Criteo’s demand-side platform, Commerce Max.
“We are excited to power the Belk Media Network and support how national brands optimize their omnichannel campaigns to drive measurable commerce outcomes,” added Sherry Smith, executive managing director for the Americas at Criteo. “Our technology will equip brands and agencies to maximize their investments across Belk’s digital properties and identify opportunities for growth in the ever-evolving retail landscape.”
Belk operates nearly 300 stores and Belk Outlet locations spanning across 16 Southeastern states in addition to its digital presence.