{"id":86562,"date":"2025-08-27T16:55:43","date_gmt":"2025-08-27T19:55:43","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=86562"},"modified":"2025-08-27T16:55:44","modified_gmt":"2025-08-27T19:55:44","slug":"mitos-e-verdades-o-que-voce-ainda-nao-entendeu-sobre-retail-media","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/cs\/mitos-e-verdades-o-que-voce-ainda-nao-entendeu-sobre-retail-media\/","title":{"rendered":"M\u00fdty a pravdy: \u010demu na Retail Media st\u00e1le nerozum\u00edte"},"content":{"rendered":"

Trh maloobchodn\u00edch m\u00e9di\u00ed v Braz\u00edlii nad\u00e1le rychle roste, ale jeho ch\u00e1p\u00e1n\u00ed je st\u00e1le obklopeno mnoha myln\u00fdmi p\u0159edstavami. Ned\u00e1vno jsme provedli intern\u00ed pr\u016fzkum s odborn\u00edky z RelevanC<\/strong><\/a> identifikovat a dekonstruovat hlavn\u00ed m\u00fdty tohoto segmentu Odpov\u011bdi byly odhaluj\u00edc\u00ed: ka\u017ed\u00fd odborn\u00edk p\u0159inesl cenn\u00fd vhled, kter\u00fd pom\u00e1h\u00e1 objasnit skute\u010dn\u00e9 potenci\u00e1ly t\u00e9to strategie, kter\u00e1 ji\u017e zp\u016fsobila revoluci v maloobchod\u011b Pod\u00edvejte se na m\u00fdty, kter\u00e9 demystifikujeme:<\/p>\n\n\n\n

V\u0161echno to p\u0159ijde na ROAS<\/strong><\/p>\n\n\n\n

\u201c<\/em>Myslet si, \u017ee to v\u0161echno p\u0159ijde na ROAS<\/em><\/strong> je to vize, kter\u00e1 omezuje potenci\u00e1l kampan\u00ed, ignoruje ch\u00e1p\u00e1n\u00ed nakupuj\u00edc\u00edch a z\u00e1kladn\u00ed metriky, jako je nap\u0159\u00edklad z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch nakupuj\u00edc\u00edch a celo\u017eivotn\u00ed hodnota. Retail Media p\u0159esahuje rychl\u00e9 v\u00fdsledky a je silnou strategi\u00ed pro expanzi trhu, loajalitu a dlouhodob\u00fd r\u016fstov\u00fd r\u016fst, <\/em>rafael Schettini, vedouc\u00ed odd\u011blen\u00ed dat a adops ve spole\u010dnosti RelevanC.<\/p>\n\n\n\n

Tento bod je z\u00e1sadn\u00ed pro ty, kte\u0159\u00ed skute\u010dn\u011b cht\u011bj\u00ed vyu\u017e\u00edvat Retail Media na jeho maxim\u00e1ln\u00ed kapacitu Sn\u00ed\u017een\u00edm metrik a anal\u00fdz v\u00fdhradn\u011b na okam\u017eitou n\u00e1vratnost investic do reklamy (ROAS) se ztr\u00e1c\u00ed z dohledu strategi\u010dt\u011bj\u0161\u00ed data, jako je z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch spot\u0159ebitel\u016f a spot\u0159ebitelsk\u00e1 hodnota v dlouhodob\u00e9m horizontu (hodnota po cel\u00fd \u017eivot).Retail Media umo\u017e\u0148uje, kdy\u017e jsou dob\u0159e provedena, vytvo\u0159it pevnou z\u00e1kladnu nov\u00fdch z\u00e1kazn\u00edk\u016f a pos\u00edlit v\u011brnostn\u00ed strategie, co\u017e v\u00fdznamn\u011b p\u0159isp\u00edv\u00e1 k neust\u00e1l\u00e9mu r\u016fstu zna\u010dek, a nejen k okam\u017eit\u00fdm v\u00fdsledk\u016fm.<\/p>\n\n\n\n

Digit\u00e1ln\u00ed nen\u00ed jedin\u00fdm zam\u011b\u0159en\u00edm<\/strong><\/p>\n\n\n\n

Retail Media nen\u00ed jen o digit\u00e1lu.<\/em><\/strong> \u201cINTIV v\u011bt\u0161in\u011b prodejc\u016f brick&click prob\u00edhaj\u00ed transakce ve fyzick\u00fdch obchodech a mo\u017enost propojit online dojmy s konverzemi on a offline je to, co odli\u0161uje tento prosperuj\u00edc\u00ed trh, kter\u00fdm je mimo jin\u00e9 Retail Media,<\/em> opina Luciane Luza, hlavn\u00ed analyti\u010dka AdOps ve spole\u010dnosti RelevanC.<\/p>\n\n\n\n

To je d\u016fle\u017eit\u00e1 realita na\u0161eho trhu: v\u011bt\u0161ina maloobchodn\u00edch transakc\u00ed se st\u00e1le odehr\u00e1v\u00e1 ve fyzick\u00fdch obchodech Strategick\u00fd rozd\u00edl maloobchodn\u00edch m\u00e9di\u00ed je pr\u00e1v\u011b ve schopnosti sjednotit tyto dva vesm\u00edry, digit\u00e1ln\u00ed a fyzick\u00e9 Je nutn\u00e9, aby zna\u010dky a maloobchodn\u00edci pochopili, \u017ee maloobchodn\u00ed m\u00e9dia nejsou omezena na digit\u00e1ln\u00ed, ale zlep\u0161uje fyzick\u00e9 operace prost\u0159ednictv\u00edm integrace dat a poznatk\u016f o chov\u00e1n\u00ed z\u00edskan\u00fdch v digit\u00e1ln\u00edch platform\u00e1ch, co\u017e umo\u017e\u0148uje hlub\u0161\u00ed a \u00fapln\u011bj\u0161\u00ed pochopen\u00ed n\u00e1kupn\u00edho chov\u00e1n\u00ed spot\u0159ebitel\u016f.<\/p>\n\n\n\n

Investice do Retail Media poch\u00e1z\u00ed z rozpo\u010dtu Trade Marketing<\/strong><\/p>\n\n\n\n

\u201cZIM Ve skute\u010dnosti, Retail Media p\u0159esahuje tradi\u010dn\u00ed rozsah obchodu Mnoho aktivac\u00ed se d\u011bje mimo pracovi\u0161t\u011b (programov\u00e1 m\u00e9dia, aktivace soci\u00e1ln\u00edch m\u00e9di\u00ed, CTV), oslovit spot\u0159ebitele mimo maloobchodn\u00ed prost\u0159ed\u00ed, Prost\u0159edky z oblast\u00ed Branding, V\u00fdkon, Marketing a M\u00e9dia tak\u00e9 pot\u0159ebuj\u00ed vstoupit do hry, proto\u017ee Retail Media p\u0159in\u00e1\u0161\u00ed v\u00fdsledky jak v pov\u011bdom\u00ed a konverzeV\u00edce inovativn\u00edch zna\u010dek dokonce vytv\u00e1\u0159\u00ed nov\u00e9 specifick\u00e9 rozpo\u010dty pro Retail Media a m\u011b\u0159en\u00ed inkrementality a zna\u010dky v\u00fdtah v tomto nov\u00e9m rozsahu, mezi,<\/em> vysv\u011btluje Amanda Passos, koordin\u00e1torka dat ve spole\u010dnosti RelevanC.<\/p>\n\n\n\n

Po mnoho let byla Retail Media vn\u00edm\u00e1na v\u00fdhradn\u011b jako evoluce Trade Marketingu Tento p\u0159\u00edstup je v\u0161ak zastaral\u00fd vzhledem k dosahu a v\u00fdsledk\u016fm, kter\u00e9 dnes maloobchodn\u00ed m\u00e9dia poskytuj\u00ed. <\/p>\n\n\n\n

Retail Media vy\u017eaduje strategi\u010dt\u011bj\u0161\u00ed a integrovan\u011bj\u0161\u00ed vizi, kter\u00e1 p\u0159esahuje r\u00e1mec obchodu a p\u0159in\u00e1\u0161\u00ed finan\u010dn\u00ed prost\u0159edky z oblast\u00ed Branding, Performance Marketing, Komunikace a M\u00e9diaVelc\u00ed inzerenti si ji\u017e uv\u011bdomili, \u017ee specifick\u00fd rozpo\u010det pro Retail Media je strategickou investic\u00ed do pov\u011bdom\u00ed, konverz\u00ed a posilov\u00e1n\u00ed zna\u010dky, co\u017e ukazuje, jak je tato discipl\u00edna skute\u010dn\u011b multidimenzion\u00e1ln\u00ed.<\/p>\n\n\n\n

Retail Media je jen provoz a viditelnost<\/strong><\/p>\n\n\n\n

\u201cDO Retail Media nejen zvy\u0161uje viditelnost, ale p\u0159\u00edmo ovliv\u0148uje n\u00e1kupn\u00ed rozhodnut\u00ed spot\u0159ebitel\u016f v rozhoduj\u00edc\u00ed dob\u011b. Strategick\u00fdm um\u00edst\u011bn\u00edm reklam na maloobchodn\u00edch platform\u00e1ch mohou zna\u010dky ovlivnit spot\u0159ebitele, kdy\u017e s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed nakoup\u00ed, co\u017e v\u00fdrazn\u011b zv\u00fd\u0161\u00ed m\u00edru konverze. Tato strategie umo\u017e\u0148uje zna\u010dk\u00e1m spojit se se spot\u0159ebiteli v ka\u017ed\u00e9 f\u00e1zi prodejn\u00edho trycht\u00fd\u0159e, od pov\u011bdom\u00ed a\u017e po kone\u010dn\u00e9 rozhodnut\u00ed o n\u00e1kupu, <\/em>Bruna Cioletti, Account Manager Sr spole\u010dnosti RelevanC.<\/p>\n\n\n\n

Pravdou je, \u017ee Retail Media je v\u00edce ne\u017e jen n\u00e1stroj viditelnostiJe to strategie schopn\u00e1 p\u0159\u00edmo ovlivnit rozhodnut\u00ed spot\u0159ebitele v nejkriti\u010dt\u011bj\u0161\u00edm okam\u017eiku, n\u00e1kupu. <\/p>\n\n\n\n

Strategick\u00e9 um\u00edst\u011bn\u00ed reklam, kter\u00e9 oslov\u00ed spot\u0159ebitele ve spr\u00e1vn\u00e9m kontextu a \u010dase, m\u00e1 hlubok\u00fd dopad na konverze. Krom\u011b toho Retail Media nab\u00edz\u00ed komplexn\u00ed v\u00fdkon v cel\u00e9m prodejn\u00edm trycht\u00fd\u0159i, od f\u00e1ze rozpozn\u00e1n\u00ed zna\u010dky a\u017e po kone\u010dn\u00e9 rozhodnut\u00ed o n\u00e1kupu, a st\u00e1v\u00e1 se tak mocn\u00fdm n\u00e1strojem k zaji\u0161t\u011bn\u00ed konkr\u00e9tn\u00edch v\u00fdsledk\u016f ve v\u0161ech f\u00e1z\u00edch spot\u0159ebitelsk\u00e9 cesty.<\/p>\n\n\n\n

Retail Media je pouze pro okam\u017eit\u00fd prodej<\/strong><\/p>\n\n\n\n

\u201cP\u0159esto\u017ee schopnost konverze Retail Media je jednou z jej\u00edch velk\u00fdch p\u0159ednost\u00ed, omezen\u00ed t\u00e9to strategie pouze na kr\u00e1tkodob\u00e9 prodeje je myln\u00e1 p\u0159edstava. Kdy\u017e je dob\u0159e napl\u00e1nov\u00e1no, Retail Media tak\u00e9 p\u0159isp\u00edv\u00e1 k budov\u00e1n\u00ed zna\u010dky, zv\u00fd\u0161en\u00e9mu uzn\u00e1n\u00ed a loajalit\u011b spot\u0159ebitel\u016f. Umo\u017e\u0148uje zna\u010dk\u00e1m udr\u017eovat st\u00e1lou p\u0159\u00edtomnost po celou dobu cesty z\u00e1kazn\u00edka, a to nejen v posledn\u00edm kroku rozhodnut\u00ed o n\u00e1kupu, ale tak\u00e9 v, <\/em>vysv\u011btluje Caroline Mayer, viceprezidentka RelevanC v Braz\u00edlii.<\/p>\n\n\n\n

Tento m\u00fdtus je jedn\u00edm z nejb\u011b\u017en\u011bj\u0161\u00edch a jedn\u00edm z nejv\u00edce omezuj\u00edc\u00edch pohled\u016f zna\u010dek na potenci\u00e1l maloobchodn\u00edch m\u00e9di\u00ed. Ve skute\u010dnosti je jeho schopnost ovlivnit spot\u0159ebitele v dob\u011b n\u00e1kupu nezpochybniteln\u00e1. Tento dopad v\u0161ak daleko p\u0159esahuje bezprost\u0159edn\u00ed prodej. Udr\u017eov\u00e1n\u00edm nep\u0159etr\u017eit\u00e9 a relevantn\u00ed p\u0159\u00edtomnosti v digit\u00e1ln\u00edm a fyzick\u00e9m maloobchodn\u00edm prost\u0159ed\u00ed si zna\u010dky buduj\u00ed trval\u00e9 vztahy a zvy\u0161uj\u00ed svou pam\u011b\u0165 v mysli spot\u0159ebitele.<\/p>\n\n\n\n

Dob\u0159e pou\u017e\u00edvan\u00e1 maloobchodn\u00ed m\u00e9dia integruj\u00ed osv\u011btov\u00e9, ohledupln\u00e9 a v\u011brnostn\u00ed kampan\u011b a st\u00e1vaj\u00ed se strategick\u00fdm aktivem pro urychlen\u00ed bodov\u00e9ho prodeje a pro udr\u017een\u00ed r\u016fstu zna\u010dky v dlouhodob\u00e9m horizontu. Jde o v\u00fdvoj logiky kampan\u011b: od izolovan\u00fdch akc\u00ed k \u201cnealways-on-per p\u0159\u00edtomnosti, v souladu s chov\u00e1n\u00edm nakupuj\u00edc\u00edch b\u011bhem cel\u00e9 n\u00e1kupn\u00ed cesty.<\/p>\n\n\n\n

Skute\u010dn\u00fd potenci\u00e1l Retail Media<\/strong><\/p>\n\n\n\n

Tyto m\u00fdty a jejich p\u0159\u00edslu\u0161n\u00e9 dekonstrukce proveden\u00e9 na\u0161imi odborn\u00edky dokazuj\u00ed, \u017ee Retail Media dalece p\u0159esahuje to, \u010demu mnoz\u00ed st\u00e1le v\u011b\u0159\u00ed Tato modalita nen\u00ed jen n\u00e1strojem okam\u017eit\u00fdch v\u00fdsledk\u016f, v\u00fdhradn\u011b digit\u00e1ln\u00ed strategi\u00ed nebo jen dal\u0161\u00ed lini\u00ed investic v r\u00e1mci Trade Marketingu, Je to p\u0159edev\u0161\u00edm strategick\u00e1 discipl\u00edna, kter\u00e1 spojuje digit\u00e1ln\u00ed a fyzick\u00e9, integruje r\u016fzn\u00e9 oblasti marketingu, ovliv\u0148uje n\u00e1kupn\u00ed rozhodnut\u00ed v kritick\u00fdch \u010dasech a dlouhodob\u011b generuje udr\u017eiteln\u00e9 v\u00fdsledky.<\/p>\n\n\n\n

Zna\u010dky a maloobchodn\u00edci, kte\u0159\u00ed se cht\u011bj\u00ed \u00fasp\u011b\u0161n\u011b orientovat v tomto m\u011bn\u00edc\u00edm se prost\u0159ed\u00ed, mus\u00ed p\u0159ekonat toto omezuj\u00edc\u00ed vn\u00edm\u00e1n\u00ed a p\u0159ijmout skute\u010dn\u00fd potenci\u00e1l maloobchodn\u00edch m\u00e9di\u00ed. Jedin\u011b tak mohou zajistit konkr\u00e9tn\u00ed a trval\u00e9 v\u00fdsledky a poskytnout sv\u00fdm z\u00e1kazn\u00edk\u016fm \u00fapln\u00e9 a konzistentn\u00ed zku\u0161enosti. a spot\u0159ebitel\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"

O mercado de Retail Media continua crescendo rapidamente no Brasil, mas sua compreens\u00e3o ainda \u00e9 cercada por muitos equ\u00edvocos. Recentemente realizamos um levantamento interno com os especialistas da RelevanC para identificar e desconstruir os principais mitos desse segmento. As respostas foram reveladoras: cada profissional trouxe uma percep\u00e7\u00e3o valiosa que ajuda a esclarecer os reais potenciais dessa estrat\u00e9gia […]<\/p>\n","protected":false},"author":109,"featured_media":10808,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[47,68,43],"class_list":{"0":"post-86562","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-dicas-artigos","9":"tag-artigos","10":"tag-dicas","11":"tag-e-commerce"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/86562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/109"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=86562"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/86562\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/10808"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=86562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=86562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=86562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}