Inmar, Upshop Connect Retail Media With In-Store Execution
Inmar Intelligence and Upshop have entered a strategic partnership designed to bring greater alignment between marketing and in-store execution through on-site product management.
The collaboration integrates Inmar's shopper-facing platforms, including e-commerce, retail media, promotions and loyalty, with Upshop's tools for inventory management, order fulfillment and fresh item operations.
As retail media and promotional strategies become more data-driven, retailers are seeking ways to better tie performance metrics to operational outcomes.
The partnership allows teams to deliver AI-driven campaigns from digital channels such as retail media, social media and mobile apps to in-store fulfillment systems to ensure that advertised promotions are actually available on shelves and targeted to the shoppers most interested in buying them, according to a media release.
According to the companies, the combined solution delivers several key benefits to retailers:
- End-to-End Campaign Execution: Offers a full-store view that connects marketing strategy with real-time inventory to reduce out-of-stocks and improve shelf-level fulfillment.
- Stronger Shopper Engagement: Combines data-driven targeting with store-level reliability to boost campaign effectiveness and shopper trust. According to the release, recent regional campaigns have driven up to 250% more promotion downloads and 50% more new shopper sign-ups during promotional periods.
- Unified Insights and Reporting: Merges operational and marketing data to deliver a closed-loop system for performance tracking and future planning.
- Faster Time to Shelf: Simplifies workflows between departments and vendors, and removes data silos, enabling quicker campaign launches and execution.
"The unpredictability of supply chains at the moment are creating inventory challenges for retailers and brands of all sizes," Rob Weisberg, president, martech at Inmar Intelligence, said in the release. "This partnership represents the convergence of marketing and operations, finally giving retailers the ability to align demand generation with inventory execution in real-time. Not only is this a boon for stores but for their shoppers as well, creating more opportunities to build trust and deliver on products promised."
The companies also said this alignment is especially critical as marketers face increasing pressure to demonstrate performance. A recent World Federation of Advertisers study cited in the announcement found that 82% of advertising and marketing leaders are facing greater scrutiny of their budgets year over year.
