dentsu Opens Retail Media Specialised Practice

dentsu has this week launched a retail media practice, 'linking every customer touchpoint' to help brands build new audiences and stronger relationships across channels - while improving clients' measurement of business impact.

Dentsu's own Global Ad Spend Report predicts retail media will grow faster than any other segment over the next three years. The new Retail Media Specialised Practice will combine the global marcoms group's capabilities across customer experience, technology, media, data, creativity and content, and promises clients the ability to implement 'a truly end-to-end strategy that creates a connected experience for their customers'.

The marcoms firm says the practice will hlp develop campaigns that 'give a full view of the consumer, from advertising and outreach strategy to front-end store operations - all while being able to measure business impact better'. Key benefits envisaged include monetising first-party data and generating new revenue streams for retailers; integrating campaigns into the retail experience; and developing deeper customer relationships.

Paul Lynch (pictured), dentsu's Integrated Solutions Lead, Commerce & Retail UK&I states: 'Consumers no longer go shopping - they are always shopping, and they buy from brands that create emotional bonds. That is anchored in delivering unbound experiences across all channels and touchpoints; no longer restricted by inbound and outbound channels, but experiences that are centred around the consumer. At dentsu, we are in a unique position of being able to deliver the entire consumer journey and create experiences that match demand'. He adds: 'We are providing a roadmap for our customers to deliver the ultimate retail experience and drive value realisation'.

Group home page: www.dentsu.com .