Retail Is Becoming the New Media Frontier [Video]

This post was created in partnership with Kantar

Today, stores are no longer just places to shop. We’ve entered a new era in which retailers are powering dynamic channels and blending performance marketing with brand storytelling.

During an ADWEEK House Miami Group Chat co-hosted with Kantar, industry leaders discussed the rise of retail media networks and why it’s the perfect time to embrace a full-funnel approach to increase sales and build relationships.

J. Walker Smith, chief knowledge officer at Kantar, kicked off the chat with a probing question around how to capture consumers amidst economic uncertainty. “Are retail media up to that challenge, and how will they fare?” he asked.

Kantar’s Josh Rucker, VP of growth and strategy, suggested that becoming a media platform that combines traditional brand storytelling with new creative strategies is key for survival. “These effective …