Retail Media Networks

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Influencing Buying Behavior in Real-Time

Currently in use by several large global retailers, Retail Media Networks (RMNs) offer consumers on-demand, interactive, rich-media information that can make shopping easier, faster and more fun.

Capgemini works closely with Intel, Micro Industries and other partners to offer RMNs. Based on a survey conducted by the companies at NRF 2006, respondents believe that RMNs have the potential to increase the sales of a particular item by up to 10%.

Engaging the Consumer at the Point of Decision

Retail Media Networks (RMNs) distribute content, including paid advertising, instructional content, shopper navigation and news, through a network of digital devices within a store. This integrated set of media and display solutions offers consumers interactive, self-service and rich-media applications that can impact their purchase behavior in real-time.

RMNs allow retailers and consumer products manufacturers to reach the consumer while they are in the store and in the buying mode — that is, ready to buy. RMNs will be an important competitive and profitability asset in the coming years as trends change in how consumers view advertising, access information, and become more mobile or digital. 

A Retail Media Network is comprised of three communication capabilities or modes: broadcasting, narrowcasting and interactive:

• Broadcasting is common content delivered to multiple devices across the store. The purpose of broadcast is to create awareness, build interest or generate demand among consumers.
• Narrowcasting is unique content sent to individual devices, with the content varying from device to device. Narrowcast ties content to location in the store.
• Interactive is shopper-specific and even shopper-requested content sent to individual shoppers. By delivering rich, highly targeted content to shoppers, RMNs have moved in-store media from simply informing customers to developing the customer relationship.

RMNs have the potential to build profitability through three enhanced business functions: dynamic operations, compelling experiences for consumers and in-store advertising.

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If you have specific business needs or objectives that you would like to discuss, or if you’d like a retail specialist to get in touch with you, contact us.