ビジネス英語：リテールメディア

アメリカでは、小売業がメディア事業をやっているようです。小売業は、消費者の購買データを大量に保有しています。例えば「この商品は20代女性が買う」「この商品は、既婚男性が買う」などです。その購買データをもとに、広告などのビジネスを行うのです。電通など従来型の広告会社は、アクセンチュアなどのコンサルティング会社から挑戦を受け、小売業からも挑戦を受けて、今後は厳しくなっていくでしょう。テレビ広告を独占的に支配してきた電通ですが、インターネット広告の普及や、プレイヤーの増加で、今までのような独り勝ちは難しくなるだろうと予想します。日本でも、セブンアンドアイホールディングスがリテールメディアに参入すると言われており、これからどうなるのか注視したいです。

A: Have you heard of retail media before?

B: No, I haven't. What is it?

A: Retail media is a type of marketing that targets consumers at or near the point of purchase or when they are deciding between different products. This includes techniques like in-store advertising, online advertising, loyalty cards, and coupons.

B: That sounds interesting. Is it effective?

A: Yes, research shows that advertising placed at or near the point of purchase can have a significant impact on purchasing decisions. Retail media has become an important part of shopper marketing campaigns.

B: Who operates these retail media channels?

A: While many retail media channels are found within the retail environment, they are not always owned or operated by retailers. Specialist media companies often operate them and manage other media outside the retail environment.

B: I can see how there could be a conflict of interest between the retailer selling the media and the brands buying it. How is this addressed?

A: Retailers often engage a third-party media owner to operate and sell media space on their behalf to avoid this conflict.

B: It seems like a specialized area. Are there agencies that specialize in retail media?

A: Yes, there are dedicated retail media agencies that help connect retailers with brands interested in presenting their message to consumers while they are navigating the path to purchase.

B: That's interesting. It seems like retail media is becoming more important in the overall marketing mix.

A: Yes, traditional advertising agencies are beginning to understand the power of shopper marketing, in light of the overall share of traditional marketing budgets being directed more towards "shopper" and "digital" media, away from less efficient and less quantifiable media such as TV, local press, and radio. Retail media networks now offer accountability in providing audience measurement techniques in the same way as traditional broadcast or print media.