REmade: Why retail media is the trojan horse of marketing
Welcome to the latest edition of the REmade newsletter, sister publication to our REmade conference, where the retail media community comes together.
It’s never to early to hold the date, so please save Tuesday October 1 in your calendar now for the third edition of REmade.
In this edition, IPG Mediabrands’ head of commerce Hope Williams on AI-powered shoppers, and Colin Lewis on why agencies need to beware the Trojan horse of retail media. Plus ARN Media sinks on the Unmade Index after Southern Cross Austereo (gently) rebuffs its advances.
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Tim, a very interesting article about retail media being the trojan horse of marketing. I agree. It has been for ages and probably more so for the past century.
I just some other thought starters.
The chart shows impressive data on the Top 10 Brand Groups (even though there are only nine shown). The data shown is the Brand Group’s audience for the month of December.
As we all know retail is a day-to-day business. The reported audience is measured over January – December 2023 – yes across 365 days. I wonder how often the enumerated audience partake.
Frequency is critical in retail. One of the most critical retail sectors is groceries ABS states that “53% of Australians buy groceries every week”. But “Australians” probably means “Australian households” (not persons) of which there are 9.275m. So that means that around 4.9m people (but probably more as I am assuming only one person per household shops) buy groceries each week.
But, oh, I forgot to mention that 33% of Australians buy groceries once every few days, and that 2% of Australians buy groceries every day. Putting that together it means that 88% of Australian households buy groceries in a week which equates to at least 8m people grocery shop in the average week which exceeds all but the audience accumulated by three of the Top 10 Brand Groups in a year.
Worth thinking about?
Surely weekly grocery