While cosmetics and personal care have particularly seen growth online, brands and retailers are also increasingly tapping into in-store experiences, both permanent and temporary, to connect with new shoppers.
L'Oreal's Thayers Natural Remedies celebrated the arrival of its SKUs at Walmart recently with a TikTok influencer campaign and a custom endcap display replicating a larger-than-life bottle of the brand's facial toner.
As zero- and first-party data become critical for marketers in 2022, data-rich retail media networks will rise to the occasion, as will another medium: audio out-of-home technology, writes Vibenomics' Paul Brenner.
