CMO Strategies: Retail Media Continues to Mature, as RMNs like Gopuff and Ulta Build on Their Strengths
The retail landscape is undergoing a significant transformation, particularly in the realm of retail media networks (RMNs). As brands increasingly recognize the value of advertising within retail environments, the evolution of these networks is shaping the strategies of Chief Marketing Officers (CMOs) across industries. The first installment of Modern Retail+ Research’s 2025 CMO Strategies series presents a compelling examination of how multi-category RMNs like Amazon and Walmart stack up against their category-specific counterparts, such as Gopuff and Ulta. This article explores the growing importance of RMNs and what brands are doing to capitalize on this trend.
Retail media networks have emerged as a powerful tool for brands seeking to enhance their visibility and drive sales. Unlike traditional advertising channels, RMNs allow brands to reach consumers directly at the point of purchase. This not only enhances the effectiveness of advertising campaigns but also provides valuable insights into consumer behavior. As brands shift their marketing strategies to focus more on retail media, the competition among RMNs is intensifying.
Multi-category RMNs, such as Amazon and Walmart, dominate the space due to their extensive reach and diverse product offerings. These networks provide advertisers with the ability to target a wide array of consumers, leveraging data to create personalized marketing experiences. For example, Amazon’s sophisticated algorithms allow advertisers to optimize their campaigns in real-time, ensuring that ads reach the most relevant audiences. Walmart, on the other hand, has been rapidly expanding its digital capabilities, providing brands with new opportunities to engage with consumers online and in-store.
However, category-specific RMNs like Gopuff and Ulta are carving out their own niches by focusing on targeted segments. Gopuff, known for its quick delivery of convenience items, has leveraged its unique position in the market to create a retail media network that appeals to brands looking to capture the attention of consumers seeking instant gratification. By prioritizing convenience and speed, Gopuff has positioned itself as a go-to platform for brands targeting younger audiences who value immediacy.
Ulta, with its deep expertise in beauty and personal care, presents a compelling case for the effectiveness of category-specific RMNs. The brand’s retail media offerings are tailored to beauty brands, enabling them to showcase products in a visually appealing manner. Ulta’s ability to create immersive shopping experiences, both online and in-store, enhances brand storytelling and fosters deeper connections with consumers. Brands that partner with Ulta can leverage this expertise to enhance their own marketing strategies, tapping into a loyal customer base that prioritizes beauty and self-care.
As brands invest in retail media marketing, they are increasingly recognizing the importance of aligning their strategies with the strengths of the RMNs they choose to partner with. According to Modern Retail+ Research, brands are allocating more budget to retail media, driven by the desire for measurable results and increased return on investment (ROI). This shift reflects a broader trend in which brands prioritize data-driven decision-making, favoring channels that provide tangible outcomes.
The success of RMNs like Gopuff and Ulta highlights the potential of specialized networks to drive engagement and sales. For brands, the challenge lies in understanding how to effectively leverage these platforms. By collaborating closely with RMNs, brands can tap into insights that inform their marketing strategies, ensuring that their messaging resonates with target audiences.
Moreover, the continuous evolution of retail media platforms means that brands must remain agile and adaptable. As consumer preferences shift and new technologies emerge, CMOs must stay ahead of the curve to maximize the impact of their retail media investments. This may involve experimenting with different ad formats, utilizing advanced targeting options, or exploring new partnerships with emerging RMNs.
In conclusion, the maturation of retail media networks offers brands both challenges and opportunities. While multi-category RMNs like Amazon and Walmart provide broad reach and extensive data capabilities, category-specific networks such as Gopuff and Ulta offer unique advantages in targeting specific consumer segments. As brands continue to invest in retail media marketing, understanding the strengths of different RMNs will be crucial to driving success in a competitive landscape. The future of retail media is bright, and those who adapt their strategies accordingly will be well-positioned to thrive.
retailmedia, marketingstrategies, CMOstrategies, RMNs, retailmarketing