About 30% of the investment in retail media has no return

One of the greatest challenges of the market still has been attracting customers. In a time where they are still scarce in stores, never the phrase "If more people come in, I'd sell more" seems to have made so much sense to the managers, directors and administrators of the world of retail. In times of crisis, productivity has been increasingly charged, focused mainly on the sales teams. "We can't afford to lose sales" or "we can't afford to lose customers" are mantras used in everyday life of service teams. And where there are few customers, there is always a greater demand for the marketing area. Eventually, the marketing team the magic solution, or a new effort to achieve new results. Even in this post-crisis period, most teams still have to deal with shrinking budgets and pressure for growth and best results. If advertising and promotion have always been effective weapon in attracting customers, the problem is that the entire arsenal of media that the market has the retail provision seems to be increasingly costly and, worse than that, is bringing fewer results. In the search for a result, many businesses to opt for bets on new vehicles or means of communicating with the client, such as a new newspaper, or an "incredible opportunity discount" in the ad, without getting any kind of response with respect to return on investment performed. An evaluation of this scenario carried out by Norwegian-brazilian startup, Heard, focused on evaluation of campaigns and promotions through mobile tracking, it was found that about 30% or 1/3 of the investment made by the retail media brings any kind of return to the brand, being totally wasted. Second Tore Haugland, Chief Executive of the company, "it was found that in some cases, there is opportunity for the retailer drastically reduce your investment without impact on billing, or redirect investments in media where he has more return, getting better results. " The assessment carried out by the company, the return media investments and verified campaigns in retail revolves around the 20%, a number even more positive than found in countries like the United States, where that number hovers around 10%. Janaína Camargo, Director of Heard, concludes: "we find that the effectiveness of a media change from square to square. A tabloid can bring more return in a residential neighborhood or in a specific city, but may present a different answer in another location. It is important to identify how, when and where customers prefer to interact with the brand campaigns.