Contact
us

The Essential Role of Commerce Media in Year-End Sales

The Essential Role of Commerce Media in Year-End Sales

The final three to four months of the year are absolutely critical for success for many retailers. Many sectors, from fashion and beauty to electronics, etc, must vie for attention during the essential end-of-year sales period. 

Planning well in advance is essential; online sales can only be maximized if the entire business is prepared, from stock inventory to delivery, customer service, etc, all must stand up under the year-end sales pressure. 

For performance marketers, having the right tools and technology in place is essential, and increasingly, commerce media strategies are becoming critical. Here, we briefly outline some considerations when planning year-end sales and utilizing Commerce Media platforms to drive growth.

Contact us to discuss any of these points or Commerce and Retail Media with our Commerce Media team.

Jasvinder Singh Bindra, Commerce Media Director, about why Commerce Media is essential for driving year-end sales.

Why Commerce Media is essential

A broad gamut of platforms, from Walmart to Shopee, are offering media opportunities, with new partnerships being announced frequently. For example, Shoppee recently joined up with YouTube in a move that will shape the future of eCommerce in SE Asia. Read more about this partnership here.

Commerce Media offers performance marketers tools such as:

  1. Precision targeting

Commerce media platforms allow marketers to target specific audiences with high levels of precision. This enables marketers to leverage data, analytics, and customer behavior insights to create highly personalized placements, which should increase conversion.

  1. Real-time data & analytics

Commerce Media enables real-time tracking and analysis of campaigns. This allows you to review where campaigns are achieving their KPIs and where they are performing poorly and make decisions about optimizing their performance. Thanks to commerce media optimization, KPIs such as click-through rates, conversion rates, ROAS, etc., can all be influenced in real-time.

  1. Cost-effectiveness

Utilizing programmatic buying on Commerce Media campaigns can help to reduce wasted ad spend and improve ROAS.

  1. Seamless Omnichannel Experiences

Features such as in-store pickup, virtual try-ons, AI inventory tracking and more will help to ensure the customer experience becomes even more seamless.

Considerations for Marketers Planning for Retail Sales Seasons

These are just three points; there are of course many more depending on a multitude of factors.

  1. Segmentation

Know your audiences inside out and segment accordingly. A deep understanding of demographics, location, purchase behavior, purchase history, etc., will enable precise segmentation and targeting.

  1. Creative

Understand that what works for brands, e.g., TV campaigns, may not necessarily work for other channels such as commerce media platforms. Visuals, copy, and CTAs are all important for capturing attention and driving conversion. Localization is also essential, pay attention to the details like local market language and tone of voice.

  1. Frequency caps 

Not everyone loves seeing an ad placement multiple times over – don’t overwhelm people and have a clear frequency cap in place.

If all goes according to plan, your Commerce Media campaigns should deliver against the KPIs you have set; this might be done through higher conversion rates because placements are so relevant based on behavior or creativity that are so compelling that they drive high conversion. To be prepared, ensure the fundamentals, such as product feeds, are tested to manage out-of-stock messaging. Ensure that customer services are ready for an influx of inquiries and that deliveries and returns are simple and efficient. Nothing is more frustrating than a product not matching expectations, being out of stock, taking forever to arrive, or being challenging to return. By testing all these aspects work like clockwork, customers are far more likely to repeat purchases and become more loyal to your brand. 

In Summary

For many consumer goods brands, testing Commerce Media well ahead of the busy year-end sales period is now essential, and running test-and-learn campaigns will reap the rewards as the busy sales periods towards the end of the year start to ramp up. However, the Commerce Media landscape is complex, with new platforms emerging rapidly, and understanding where to place resources and budget can be challenging. If you are in need of guidance, which could range from getting started on your first Commerce Media campaign to testing the channel mix to optimizing strategy, our Commerce Media team is here to help.

Contact Us for more information about how we help clients run effective Commerece Media campaigns all year round, and find out what we do for Commerce Media clients here.

Further Reading

What does the launch of Amazon Retail Ad Service mean for Advertisers?

Why Retail Media is essential for performance marketers