Bench Media has launched a new solution to help retail brands streamline their marketing efforts across retail media networks and other advertising channels. This comes after Sebastian Diaz and Nate Vella were promoted to lead roles in media innovation and brand strategy, respectively.
Anthony Fargeot, VP of Growth at Bench Media, explained that retail brands often need help to connect their marketing strategies across different retail media platforms. With the rise of data privacy regulations, it’s becoming harder for brands to see what’s working. This has led to fragmented marketing efforts, where brands need help to track their campaigns’ performance across various retail media networks. Fargeot highlighted Bench Media’s new offering addresses these challenges, allowing brands to connect with retail media networks and advertising channels that engage customers at every stage of the buying journey—whether online or in physical stores.
The new solution provides tools that link online and offline activities as closely as possible while staying within the boundaries of data compliance. This approach ensures that customers get a consistent and unified experience with the brand, no matter where or how they interact.
While tracking every aspect of a customer’s journey is difficult, brands can now use tools like brand lift studies, closed-loop attribution, and path-to-conversion analysis to gather more information and make smarter decisions. These tools help brands measure the impact of their marketing campaigns, understand how customers move through the buying process, and optimize strategies based on this data.
Fargeot also pointed out that retail media shouldn’t be treated as a separate channel. By integrating insights from retail media networks, brands can gain a competitive edge. This is crucial in today’s market, where connecting digital and physical touchpoints is essential for success.
One example of this success is Nudie, an Australian juice brand that partnered with Bench Media. By combining a solid creative campaign from Lionize with Bench’s omnichannel strategy, Nudie saw significant improvements in its marketing results. They used retail platforms like social media and targeted out-of-home ads near important supermarket locations to reach customers at the right time.
Emilie Durand, head of brand marketing for Nudie, explained how Bench’s strategy helped the brand. She said that although Nudie is already a well-known brand in Australia, they wanted to keep reminding people of what it offers. Bench’s omnichannel approach allowed Nudie to turn everyday moments into opportunities for brand engagement. By connecting digital and physical marketing efforts, Nudie guided customers through the entire buying journey, from becoming aware of the brand to making a purchase.
This strategy ensured that customers encountered nudies at multiple points along their journey—whether scrolling through social media or walking past a supermarket. Durand added that Bench Media’s approach helped transform Nudie’s marketing into a seamless experience, creating a stronger connection with their audience and driving them to take action.
Retail media networks are becoming an increasingly important tool for brands looking to enhance their customer engagement and marketing effectiveness. These networks allow brands to advertise their products directly within the digital platforms of significant retailers, reaching shoppers as they browse or search for products.
Retail media networks can be defined as advertising channels allowing retailers to monetize their websites, apps, and other digital properties by offering ad space to brands. These networks help brands target customers more effectively, using first-party data to deliver relevant ads at the right time. Retail media platforms are gaining popularity as they offer a direct way to engage shoppers when they are most likely to purchase.
For example, retail media network examples include Amazon Advertising, Walmart Connect, and Target’s Roundel. These platforms enable brands to run ads within the retailer’s ecosystem, offering a unique opportunity to influence purchase decisions when shoppers search for products.
As retail media networks evolve, the ability to connect online and offline touchpoints will be crucial for brands looking to create a seamless experience for their customers. By integrating data from retail media platforms and combining it with other marketing efforts, brands can ensure they deliver the right message to the right audience at the right time.
In summary, Bench Media’s new offering solves the challenges of fragmented marketing across different retail media platforms. By connecting digital and physical touchpoints, brands can create a more unified customer journey, leading to better engagement and higher sales. As retail media networks continue to grow, brands that leverage these platforms effectively will be able to stay ahead in the competitive retail landscape.
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