Retail media has risen to the top as one of the most effective forms of digital advertising by combining purchase intent in real-time, but the world of retail media is complicated and ever-changing due to technological advancements.
Partnering with a trusted provider has become a favoured solution by retailers worldwide as they consider adding retail media to their revenue stream.
In an increasingly oversaturated market of agencies offering strategies, retail media platform Epsilon has made a name for itself not only in Australia but also abroad.
“With over 150 retailers onboarded worldwide, Epsilon has unmatched expertise in launching and scaling retail media programs,” Rob Odd, regional CEO Apac of Epsilon Retail Media, told Inside Retail.
“We know what works, how to navigate complexities, and how to drive continuous, sustainable growth. Very few providers can match this depth of experience.”
Epsilon has earned a reputation for providing the data and technology that brands need to help them engage consumers with consistent messaging across every touchpoint.
“We’ve consistently demonstrated our ability to deliver tangible results, like increased conversions and repeat purchases, while ensuring the retailer’s unique needs are addressed,” Odd stated.
“Our focus is on fostering a collaborative partnership, where success is shared and solutions are designed for long-term value creation, not just short-term wins,” he elaborated.
For retailers looking to engage in retail media for the first time or are reevaluating their current strategy, Odd has three key pieces of advice: find the right partner, avoid the short-term rush and build long-term growth.
Find the right partner
According to Odd, retailers need to not take retail media providers just at face value and dig deeper to evaluate if they have a proven track record of sustained incremental growth.
“Retail media empowers brands to connect with customers at critical moments, offering measurable ROI, enhanced visibility, and long-term engagement,” Odd commented.
“However, choosing the right partner goes beyond impressive pitch decks and flashy demonstrations,” he added.
From Odd’s experience, too many retailers get distracted by the latest shiny innovations, but the sustainable success that delivers long-term growth in retail media comes from nailing the fundamentals.
“Retailers need to ensure their [retail media] strategies are built on solid foundations – like robust data capabilities, proven targeting, and seamless multi-channel integration – backed by a track record of measurable results,” he explained.
Where Epsilon diverges from a lot of retail media agencies is its tunnel-like vision of creating personalised, relevant ad experiences that enhance the customer journey and drive measurable business outcomes.
“While embracing innovation is important, we never lose sight of the fundamentals that deliver real value to consumers, advertisers, and, ultimately, the retailer’s bottom line,” Odd elaborated.
Avoid the short-term rush
Another challenge retailers face in utilising retail media is deciphering whether they are experiencing a “short-term sugar rush”, as Odd describes it, or are seeing the initial benefits of a lucrative and well-thought-out strategy.
“Short-term fixes might generate quick revenue spikes, but they often fail to address critical challenges like customer retention, competitive differentiation, and brand equity,” said Odd.
“Whereas, sustainable growth builds resilience and long-term value in a rapidly evolving market,” he continued.
“By prioritising sustainability, we help retailers and brands achieve outcomes that endure, delivering value for consumers, advertisers, and the business alike.”
According to Odd, winning retail media strategies build a foundation for ongoing success by simultaneously aligning with retailers’ broader business goals and creating meaningful interactions for customers.
Epsilon has a proven track record of developing and executing retail media strategies for its domestic and international clients – with some retailers experiencing 10X of their revenue over a long-term partnership.
“The 10X effect is the result of Epsilon’s focus on delivering sustained value over time. Our deep integration into clients’ ecosystems allows us to continuously optimise strategies, enhance personalisation, and uncover new opportunities for growth,” shared Odd.
“Long-term clients benefit from this iterative approach, seeing exponential gains in engagement, revenue, and loyalty. This compounded value is why many of our clients choose to partner with us for the long haul,” he continued.
Build long-term growth
But a retail media agency should earn brands more than just revenue, a lucrative partnership should result in an enhanced customer experience, growing brand loyalty, and increased lifetime customer value.
“The key to achieving these outcomes is ensuring that retail media campaigns are not just activated across all channels but are also linked through a unified customer identity,” stated Odd.
“Without this linkage, retailers risk fragmented and irrelevant interactions that lead to poor customer experiences, reduced performance, and negative outcomes,” he added.
To achieve the outcomes its retail clients desire, Epsilon uses its proprietary identity solution technology to create highly targeted, identity-driven campaigns based on customer behaviours and preferences. This ensures personalised interactions that build trust and emotional connections.
“By enhancing relevance and personalisation, retail media becomes a tool not only for driving revenue but also for building stronger brand loyalty and increasing lifetime customer value,” Odd concluded.
“Epsilon’s strategy creates lasting relationships that benefit consumers, advertisers, and retailers alike.”