Capgemini-零售媒体网络战略：利用生成式人工智能解锁高利润收入 Retail Media Networks Accelerating retail’s high-margin revenue opportunity with gen AI.pdf

RetailMedia

Networks

Acceleratingretail’shigh-margin

revenueopportunitywithgenAI

Makingthebusiness

caseforretailmedia

networks—thehigh-

marginrevenue

opportunityretailers

maybeoverlooking.

2RetailMediaNetworks

Thinkbacktotheearlydaysof

socialmedia.Somecompanies,

includingretailers,didn’trealizethe

valueoftheirownfirst-partydata.

Now,asretailmedianetworks

(RMNs)—platformsthatleverage

retailers’richcustomerdata

andownedchannelstodeliver

highlytargetedads—beginto

infiltratethemarketingmix,some

organizationsmay,onceagain,be

underestimatingthevalueoftheir

dataandtheopportunityofthis

assetasawhole.

Retailmedianetworksofferahigh-marginrevenueWithretailmedianetworkadspendexpectedtoreach

opportunityforanindustrythattypicallyoperatesonnearly$110billionby2027intheU.S.alone,retailers

arazor’sedge.Thesenetworksdeliverpersonalizedmustactnowtocapturetheirshareofthemarketby

digitalexperiencestohigh-intentcustomers,aligningdeliveringhighlytargetedadssupportedbyreliable

perfectlywithbrandsseekingtoexpandtheirproductavailability.

advertisingstrategiesbeyondtraditionalmediaand

InthisPOV,weexplorehowretailerscancreatea

establishedmarketplaces.Theyalsoenableretailers

winningRMNstrategy,bolsteredbystrongdata

totrackandmeasurethecustomerjourneyfromthe

capabilitiesandenablingtechnologies,toturnthis

initialpointofexposureallthewaythroughtothefinal

oftenoverlookedrevenueopportunityintoahigh-

purchase,providinggreatervisibilityintocustomer