The rise of connected commerce: Combining retail media and shopper marketing

After attending top retail industry events worldwide, the Shalion team identified a powerful market transformation: the convergence of retail media and shopper marketing into a unified, connected commerce discipline. This shift isn’t just an internal evolution—it’s a fundamental change in how brands engage shoppers at every touchpoint.

One trend we’ve seen discussed at almost every event we attended is the idea of retail media and shopper marketing becoming one interconnected discipline. Brands are increasingly thinking of retail media and shopper marketing as different parts of one process and, in response, are shifting the layout of their internal structure to reflect this. 

This notion of connected commerce was discussed at a recent event we sponsored, Candid Commerce, where representatives on the Unified Commerce Leadership panel discussed how retail is one experience for shoppers. In that unified experience, brands are presented with an opportunity to synthesize their omnichannel approach, with cross-discipline teams tracking the entirety of the customer journey rather than analyzing sections in isolation.

The evolution of retail media and shopper marketing 

Traditionally, retail media and shopper marketing were independent disciplines. Retail media focused on digital advertising within retailer sites, and shopper marketing targeted activations in physical locations and boosting brand engagement. With the rise of eCommerce, brands have had to change their approach. They need to recognize that these two practices both feed into the overall shopper experience and, therefore, have to work together to create the seamless brand experience that modern shoppers expect. 

Approaching this shift to a unified strategy

Brands should view the combination of retail media and shopper marketing as a valuable opportunity. But, before brands can start reaping the benefits of this combined strategy, they need to get the ball rolling. 

Discovery through digital

1. Break down data silos
   Silos lead to incomplete shopper insights and missed opportunities for synergy between channels. Implement a single source of truth, such as a shared data lake, to ensure all teams have access to the same insights and can collaborate more effectively.
   
   
2. Select trusted data providers
   Reliable data is the backbone of a successful integration between retail media and shopper marketing. Evaluate providers based on their data accuracy, breadth of coverage, and integration capabilities to ensure you’re making data-driven decisions rather than relying on assumptions.
   
   
3. Standardize data for cross-discipline usage
   Access to data is important, but ensuring it’s standardized and actionable across teams is essential. Adopt shared KPIs—such as ROAS and conversion rate—to create consistency in measurement and decision-making across both disciplines.
   
   
4. Develop cross-disciplinary expertise 
   Bridging the gap between retail media and shopper marketing requires talent with knowledge in both areas. Create cross-functional teams or invest in training programs to upskill marketers, ensuring they can navigate both disciplines without favoring one over the other. 

How agencies are adapting to this new landscape

Agencies that have historically focused on either retail media or in-store shopper marketing must adapt quickly. According to the Financial Express, Lalatendu Das (CEO of Publicis Media South Asia) explained that they, like so many other companies, are “focusing on retail media networks as a key growth avenue, integrating commerce and media to create seamless full-funnel marketing solutions.”

To remain competitive, agencies should:

• Invest in talent with experience across both disciplines.
• Build strategic partnerships with retail data providers to bridge gaps in knowledge.
• Offer holistic solutions that incorporate both digital and in-store marketing strategies.

Is connected commerce a global trend? 

Connected commerce is considered a global shift. In North America, retail media networks have taken the lead, with major retailers like Walmart and Target offering extensive advertising opportunities. A prime example is Walmart’s acquisition of Vizio, which expands its retail media capabilities by integrating streaming data with its advertising network. Meanwhile, in Europe, the shift is more gradual due to differences in retail structures and consumer behavior.

Asia, particularly China, provides an advanced model for connected commerce. Retailers like Alibaba and JD.com have fully integrated digital and physical shopping experiences, using advanced AI systems and data analytics. Asia provides a fantastic example for other regions in seamless omnichannel engagement and dynamic consumer interactions.

The future of retail is unified, and the brands that adapt to connected commerce will stay ahead of the competition. Want to see how Shalion can help you navigate this transformation?
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