Transform Shopping Moments into Outcomes for Your Retail Brand
The world of shopping is changing fast. Marketers are scratching their heads trying to prove the ROI of their marketing investments, with almost three-quarters finding it tough. Now that shoppers wield unprecedented control over their purchasing decisions, retailers must deliver exceptional experiences at every touchpoint to ensure conversions and loyalty.
With the 2024 Summer Olympics behind us and the US presidential election approaching, the retail industry is presented with unique opportunities. These major events draw global focus, offering brands a chance to connect more deeply with consumers and convert their heightened interest into successful outcomes. In this shifting landscape, let’s uncover the innovative approaches that can help retailers harness these opportunities and redefine the shopping experience.
The Role of AI in Shaping Retail Outcomes
The integration of AI into marketing practices is no longer just about keeping up with trends – it’s about staying ahead of the curve. The Salesforce State of Marketing 2024 report highlights the urgency for marketers to refine their AI strategies, emphasizing its importance in crafting highly personalized and contextually relevant campaigns. For the retail industry, where the battle for consumer loyalty is won through relevance and personalization, this focus on AI refinement can make the difference between a campaign that converts and one that gets lost in the noise.
With Outbrain’s Creative Automation, retail marketers now have a new suite of tools at their disposal to meet these challenges head-on. These AI-driven solutions address the need to effortlessly craft ad creatives, which are responsible for driving 56% of purchase intent, unlocking the potential to transform browsing moments into tangible sales.
The Open Internet: Your Gateway to High-Value Audiences
In the dynamic retail environment where every interaction counts, understanding and engaging with diverse buyer types is crucial. The Open Internet, favored by consumers for 59% of their online time, offers retailers access to a wide array of buyer personas, from the impulsive to the methodical. Leveraging this incremental reach enables retailers to connect with high-value audiences poised for discovery and interaction, significantly increasing the chances of turning browsing into purchases.
Understanding Shoppers in a Privacy-First World
Navigating the privacy-conscious market of today requires a savvy approach to retail marketing, with first-party data taking center stage. Retailers have access to a wealth of consumer insights through the first-party data provided by publishers, a resource made available by technology partners like Outbrain and their code-on-page integrations on publishers’ sites. This rich data allows for campaigns that are finely tuned to consumer preferences, ensuring relevance and compliance in a world where privacy is paramount.
Maximizing Retail Impact with Content-Driven Strategies
Editorial web recommendations serve as a powerful tool for embedding retail offerings within engaging content that captures audience interest. The success of Laura Geller Beauty‘s campaign with Outbrain, which achieved a 174% peak ROAS, highlights the effectiveness of this strategy. By aligning their product showcases with the content consumers are already consuming, the brand was able to spark interest and encourage action, leveraging the synergy between first-party data and editorial context to drive significant retail outcomes.
Creating opportunities on the Open Internet is key for retail brands looking to engage with a varied audience. Outbrain provides a platform that can help turn browsing into buying, guiding brands toward optimized performance and enhanced return on investment with every shopper interaction.
