Retail marketers are at a crossroads — here’s how they can adapt

Justin Jefferson, vp, strategy and insight, Keen Decision Systems

Retail marketers are navigating a marketing landscape defined by consolidation and heightened accountability. As retail media networks evolve beyond the initial gold rush, advertisers’ focus has shifted from merely having a presence to proving performance. 

Likewise, with ad budgets under intense scrutiny, marketing success now requires a disciplined approach to achieve measurable business outcomes and strategically integrate emerging technologies such as AI.

Understanding how retail marketers are responding to these industry shifts can help marketers prepare a more effective strategy for the year ahead.

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