Transforming Retail Media: Personalization and Faster Monetization with Smarter Media
Dentsu, a leading growth and transformation partner, has announced a strategic collaboration with Salesforce, the world’s #1 AI-powered CRM, to launch Smarter Media—an innovative solution designed to accelerate retail media monetization through personalized buying experiences powered by AI.
Why Smarter Media Matters
With shifting consumer priorities, personalized retail experiences are more critical than ever. Salesforce research highlights that:
- 80% of customers consider the experience as important as the products or services a company offers.
- 72% of consumers are switching brands based on better deals, driven by tightening budgets in today’s cost-of-living crisis.
Smarter Media addresses this growing demand by enabling retailers to quickly adapt, offering tailored buying experiences that strengthen customer loyalty while driving revenue.
What is Smarter Media?
Smarter Media combines the power of Salesforce’s ecosystem—including Media Cloud, Sales Cloud, and Marketing Cloud Engagement—to deliver an end-to-end retail media solution. The platform assesses a brand’s retail media maturity, identifies gaps, and creates a roadmap to optimize media, technology, and skills.
The solution simplifies access to advanced media technology, empowering brands to connect with customers 24/7, expand their customer base, and nurture long-term relationships.
Key Features and Benefits
1. Comprehensive Assessment
- Smarter Media begins with a litmus test of a brand’s existing retail media capabilities, identifying strengths and areas for improvement.
- Offers hands-on consultancy to optimize media strategies, tech infrastructure, and team skills.
2. AI-Powered Personalization
- AI-driven capabilities from Dentsu and Salesforce create hyper-personalized buying experiences that resonate with customers’ unique needs and preferences.
3. Built for Retail Media Success
- A curated technology architecture supports the development of a cohesive retail media strategy.
- Real-time measurement tools ensure that key performance indicators (KPIs) and ROI are continuously tracked and optimized.
4. Quick and Easy Adoption
- Smarter Media features a test-and-learn framework, allowing brands to quickly implement the solution and adapt their roadmap as data quality and depth improve.
- Designed for rapid implementation, delivering measurable results within six months through a fully outsourced model powered by Salesforce.
How Smarter Media Works
Smarter Media combines Salesforce Sales Cloud’s leading sales and pipeline management tools with Media Cloud’s Advertising Sales Management application. The result is a solution that seamlessly supports both simple and complex retailer models:
- Integrations with multiple ad management tools.
- Closed-loop management from prospecting to performance and trend analysis.
- Unified tools to measure, manage, and maximize retail media campaigns.
Real-World Value Across Retail
By addressing challenges like fragmented media strategies and inaccessible technology, Smarter Media delivers transformative value for retailers:
- Enhanced Buyer-Seller Connections: Smarter Media acts as a bridge between buyers and sellers, enhancing customer experiences while driving business outcomes.
- Faster Monetization: The solution enables brands to maximize ROI through real-time insights, improved media planning, and personalized marketing strategies.
- Scalable and Flexible: Retailers can easily adopt and scale the solution to meet evolving market demands.
Driving Innovation Together
Paul Lynch, Integrated Solutions Lead for Commerce and Retail at Dentsu UK&I, shared:
“Smarter Media will democratize cutting-edge technology for brands by providing a one-stop solution to create personalized buying experiences. In today’s experience economy, maintaining compelling customer relationships has never been more vital.”
Christopher Dean, SVP and GM for Communications, Media & Entertainment at Salesforce, added:
“By combining Salesforce Media Cloud’s industry-specific solutions with Dentsu’s creative retail media expertise, we’re making advanced media technology accessible for retailers, helping them thrive in a competitive market.”
The Future of Retail Media
Smarter Media from Dentsu and Salesforce offers a transformative approach to retail media, empowering brands to deliver personalized experiences, improve customer loyalty, and accelerate revenue growth—all while leveraging cutting-edge AI and automation.
With its ability to deliver value in just six months, Smarter Media is the ultimate solution for retailers looking to succeed in today’s fast-paced, customer-centric market.
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