Why media technology is taking retail brands to the next level

Media technology as a differentiating factor

With the right media technology, brands can be brought to life in new ways. Here are three key approaches that can make the difference:

1. Retail Media: Reaching customers in a targeted manner

Digital screens, interactive displays or augmented reality applications can be used in a targeted manner in bricks-and-mortar retail to appeal to customers on site and positively influence their purchasing decisions. Retail media builds an important bridge between online and offline experiences: Customers who are reached online with personalised ads can be further targeted with consistent messages in brick-and-mortar stores. For example, a retailer can use interactive screens that not only highlight the products previously advertised online, but also display additional information and offers in real time. Augmented reality also offers the opportunity to test products virtually, making it easier to make a purchase decision. These technologies create a seamless shopping experience that not only increases the visibility of products, but also strengthens customer loyalty through a personalised approach on site.

2. Experiential marketing: making brands tangible

Experiences are memorable - and that is precisely the approach of experiential marketing. One example of this is the use of interactive art installations in shopping centres, which actively involve visitors and thus not only attract attention but also strengthen customer loyalty in the long term. Immersive installations or interactive technologies in the store create moments that emotionally bind customers. 

3 O2O marketing: linking online and offline

We are seeing a strong 'online to offline' strategy from brands to drive potential customers into physical shops via digital channels. This approach plays a crucial role in enhancing the interplay between online and offline experiences and engaging customers in a holistic way. The combination of online advertising and brick-and-mortar retail offers unique synergies. Customers can obtain information online and experience the products up close offline - an approach that creates trust and makes purchasing decisions easier. 

Inspiring and retaining customers with media technology

Well-utilised media technology offers the opportunity to stand out from the competition, helps to take brands to a new level and build long-term customer relationships. Seamlessly integrating digital and physical experiences creates brand experiences that work.