Retailers like Tesco use AI to deploy gamified "challenges" at scale. This experiential approach builds long-term loyalty and emotional connections by engaging customers in a way that moves beyond traditional, transactional price-based promotions.
Advanced retailers are moving beyond treating retail media as an ad channel for short-term sales. They integrate it with loyalty programs to deliver personalized value, which strengthens long-term customer relationships and retention, making it a strategic lever for growth.
In low-margin sectors like grocery, chasing sales volume is unsustainable. The true value of retail media lies in improving profitability by driving guaranteed incremental sales and avoiding wasted ad spend on existing customer behavior, directly impacting the bottom line.
AI's most significant impact is not just campaign optimization but its ability to break down data silos. By combining loyalty, e-commerce, and in-store interaction data, retailers can create a holistic customer view, enabling truly adaptive and intelligent marketing across all channels.