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（英）

Retail Media NetworksAccelerating retail’s high-margin revenue opportunity with gen AIMaking the business case for retail media networks—the high-margin revenue opportunity retailers may be overlooking.2Retail Media NetworksThink back to the early days of social media. Some companies, including retailers, didn’t realize the value of their own first-party data. Now, as retail media networks (RMNs)—platforms that leverage retailers’ rich customer data and owned channels to deliver highly targeted ads—begin to infiltrate the marketing mix, some organizations may, once again, be underestimating the value of their data and the opportunity of this asset as a whole. Retail media networks offer a high-margin revenue opportunity for an industry that typically operates on a razor’s edge. These networks deliver personalized digital experiences to high-intent customers, aligning perfectly with brands seeking to expand their advertising strategies beyond traditional media and established marketplaces. They also enable retailers to track and measure the customer journey from the initial point of exposure all the way through to the final purchase, providing greater visibility into customer behavior and offering new ways to optimize outcomes for both the retailer and its brand partners. With retail media network ad spend expected to reach nearly $110 billion by 2027 in the U.S. alone, retailers must act now to capture their share of the market by delivering highly targeted ads supported by reliable product availability.In this POV, we explore how retailers can create a winning RMN strategy, bolstered by strong data capabilities and enabling technologies, to turn this often overlooked revenue opportunity into a high-margin revenue stream. Margin stats: RMN market at a glance$109.4BU.S. RMN ad forecast spend by 20271 20%Estimated YOY channel growth of RMN through 20272$31BEurope RMN market by 20283 1 eMarketer: https://www.emarketer.com/content/retail-media-fastest-growing-ad-channel-not-invincible2 eMarketer: https://www.emarketer.com/content/retail-media-fastest-growing-ad-channel-not-invincible3 IAB Europe: https://iabeurope.eu/the-retail-media-revolution-2024-state-of-play-and-outlook-in-europe/ 3Overcoming data challenges in RMNs One of the biggest challenges retailers struggle with when launching an RMN revolves around data—access, analysis, integration, insights generation, governance and so much more. To scale an RMN, retailers must establish a strong data strategy and processes to ensure data is properly prepared, formatted and integrated. Without this, companies may face issues such as incorrect segmentation, flawed insights, and difficulties in integrating data sources. Beyond that, many companies will need to overcome legacy technology limitations that hamper integration efforts as well as the adoption of more advanced technologies, like AI and generative AI. This is a critical component to enabling continuous innovation and drawing the maxim