From the more established retailer media networks such as Kroger Precision Marketing (KPM) to newer ones including Ulta Beauty’s UB Media, there has been a proliferation of retail media and retailer media networks in recent years. With the rise, fundamental issues of investment, strategies and measurement of retail media have come to the forefront.
As retail media continues to quickly evolve, the Path to Purchase Institute sought out to take the pulse of the current state of retail media by fielding an online survey (during May 2022) of CPG and durable goods professionals. There were 72 respondents to our survey, all of them either leading or working in roles for a CPG or durable goods manufacturer that include branding, marketing or advertising. Forty percent said they worked in shopper or customer marketing. The results of that research, detailed on the following pages, help identify the challenges and opportunities in retail media that are essential for commerce marketers to understand as they adapt their strategic roadmaps for this new age of media.