Dentsu launches a specialised retail media practice to support rapid brand transformation with hyper-personalised, agile buying experiences

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Dentsu has launched its Retail Media Specialised Practice, the first complete retail media capability that enhances brand interaction with consumers. This will enable brands to unlock new audiences and build stronger relationships across all channels by linking every customer touchpoint. 

The practice provides brands with the flexibility to build a tailored approach to their own unique retail challenges by combining dentsu’s best-in-class capabilities across customer experience, technology, media, data, creativity and content at scale. As a result, brands now only need to engage one agency partner to deliver continuous unbound experiences across all platforms and channels.  

Retail media remains one of the fastest growing channels as developments in infrastructure, the pace of innovation, and maturing attitudes to data privacy drive growing interest from brands looking to unlock new revenue streams. Dentsu’s Global Ad Spend report predicts digital retail media investments to accelerate the fastest with a 17.2% three-year compound annual growth rate.  

The customisable nature of the solutions within the practice is vital to the success of brands in the retail space. The only pathway to success is to adopt an architecture that delivers the agility to change core components as market conditions evolve. The practice will support brands to implement a truly end-to-end strategy that creates a connected experience for their customers.  

Brands are already reaping the benefits. Dentsu recently increased sales for the leading alcohol brand in the retail market by 22% on Amazon Commerce. It has also worked with Co-op to redesign its retail platform, driven by intelligence gathered from over 3 million customer data records. More than 20 other retailers are on the waiting list to use this data to inform their own strategies. 

The Retail Media Specialised Practice enables more efficient, effective, and holistic retail campaigns that give a full view of the consumer, from advertising and outreach strategy to front-end store operations – all while being able to measure business impact better. It can connect with people in every medium to serve them where they already are – including social media, search, web, mobile, email, events, TV, and radio – to deliver completely joined-up experiences that ultimately move people to purchase.  

Key benefits include: 

  • Monetising first-party data and generating new revenue streams for retailers. 
  • Retail experiences where campaigns are integrated into the user experience. 
  • Multiplying efficiency and efficacy of buy-side media with automated insights and activation. 
  • Accelerating buyer growth upon delivering prediction and proximity of the expanding market of shoppable moments. 
  • Developing deeper customer relationships via emotional bonding and personalised experiences in the moment. 
  • Creating value realisation from your customer experience transformation investment. 

Paul Lynch, Integrated Solutions Lead, Commerce & Retail UK&I, dentsu, said: “Consumers no longer go shopping – they are always shopping, and they buy from brands that create emotional bonds. That is anchored in delivering unbound experiences across all channels and touchpoints; no longer restricted by inbound and outbound channels, but experiences that are centred around the consumer. At dentsu, we are in a unique position of being able to deliver the entire consumer journey and create experiences that match demand. 

“Dentsu’s Retail Media Specialised Practice offers flexible, transparent, retailer-owned, technology-independent capabilities that integrate seamlessly into existing tech stacks—a necessity for retailers and brands in today’s landscape. We are providing a roadmap for our customers to deliver the ultimate retail experience and drive value realisation.”

To find out more about dentsu's Retail Media Specialised Practice, click here.


About dentsu
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.