Top 4 Ways To Enhance Your RMN Strategy

In today's hyper-connected world, retail media networks (RMNs) have emerged as powerful platforms for CPG brands to engage with consumers. However, despite their effectiveness, maximizing the impact of RMN campaigns requires a strategic approach beyond traditional methods.

Our comprehensive white paper, Retail Media and The CPG Consumer, delves into the latest insights from a survey of over 1,000 US consumers. It sheds light on consumer behavior and preferences in grocery retail and RMN advertising. Building upon these insights, we present four key strategies to complement RMNs, ensuring brands can reach their target audience across all consumer journey touchpoints. 

Let's explore how these strategies can elevate your RMN campaigns and drive brand success.

Strategy 1 |  Bridge the Physical-Digital Divide

The rise of online grocery shopping and RMNs might suggest a future dominated by digital aisles. But hold on to your shopping carts! Despite the hype, brick-and-mortar grocery stores are here to stay. Nielsen IQ's data reveal a surprising truth: 75.3% of grocery purchases still happen in physical stores.

So, what does this mean for CPG brands and their advertising strategies? While RMNs offer benefits in reaching targeted audiences, it's crucial to remember the enduring power of the physical store. According to our recent survey data, many shoppers prefer the in-store experience. Even among those who do grocery shop online, a significant portion (28.3%) opt for in-store pick-up, while nearly half (44.8%) leverage a combination of delivery and pick-up options.

This data shows that a successful CPG brand marketing strategy can't afford to neglect the physical store. The key is to bridge the gap between online and offline channels, fostering a seamless omnichannel experience for customers throughout their grocery shopping journey. 

Strategy 2 | Capitalize on the "Save Now, Buy Later" Mindset

The immediate gratification of "Buy Now" buttons might be a dream for some industries, but the reality is a bit different for CPG brands in the world of RMNs. AdAdapted’s recent survey data shows only 18.2% of consumers make impulse purchases after seeing a grocery ad. So, does this mean RMNs are a lost cause for CPG brands? Absolutely not! The secret lies in embracing the "Shop Now, Buy Later" mentality.

Here's the thing: grocery shopping tends to be more planned and deliberate than other types of shopping. Consumers typically research recipes, create shopping lists, and browse for inspiration before heading to the store. This pre-shop planning phase presents a golden opportunity for CPG brands to connect with potential customers.

“Shop Now, Buy Later” behavior suggests brands need solutions that bridge the gap between ad exposure and purchase. Consider implementing digital shopping list integrations and one-click recipe add-to-cart features that make it easy for consumers to act on their intent during the critical pre-shop planning phase.

Strategy 3 | Expand Your Reach Beyond Traditional RMN Platforms

RMNs are powerful tools for targeted advertising based on consumer purchase data, but they're not the only game in town. AdAdapted’s recent research reveals a key limitation – 38.7% of consumers don't regularly visit grocery store websites and apps. This number jumps even higher for Gen Z (46.3%) and millennials (42.8%).

A winning CPG brand marketing strategy shouldn't view RMNs as an isolated silo. The key is to leverage them in conjunction with other established media channels to expand reach, maximize influence, and target specific audiences. 

The bottom line? Diversify. Embrace the power of RMNs while strategically leveraging various media channels to maximize your reach and influence within the vast grocery landscape. This comprehensive approach ensures you connect effectively with potential customers throughout their shopping journey.

Strategy 4 | Minimize Friction at Every Touchpoint

Off-property media partnerships within RMNs can significantly expand your audience. But there's a catch: friction. A clunky user experience can deter consumers, especially younger demographics who find grocery websites frustrating.

Good news: research suggests "one-click" frictionless experiences can increase in-cart transfer conversion rates by 27x!

Here's how to ensure a seamless UX for off-property RMN advertising:

• Prioritize One-Click Functionality: Allow users to instantly add products to their list/cart from the off-property platform.
• Optimize Mobile Experiences: Ensure your placements are mobile-friendly with clear calls to action.

By prioritizing a frictionless UX, you're creating a smoother path to purchase, maximizing your RMN campaigns and increasing customer loyalty for all age demographics. 

Moving Forward

The future of RMN's success isn't just about increasing ad spend; it's about understanding and adapting to actual consumer behavior. By bridging physical and digital experiences, accommodating the "save now, buy later" mindset, expanding reach beyond traditional platforms, and reducing friction, brands can create more effective RMN strategies that drive real results.

Ready to enhance your RMN strategy? Connect today to learn how AdAdapted's pre-shop advertising solutions can complement your existing RMN efforts and help reach consumers at crucial decision-making moments.