Conclusion Retail media is one of the fastest growing areas in marketing, and rigorous testing and measurement are integral to adding RMNs to marketing strategies. For continued success, CPGs/FMCGs should: Evaluate the performance of RMNs. Well-designed tests with scientifically matched control groups can help CPGs accurately measure the incremental lifts of investments on both online and in-store sales. Identify the most impactful use cases for retail media. Unbiased analytics can help CPGs determine how to best leverage RMNs, whether for promotion, display, or in-store activations. With rigorous testing, CPGs can determine the most effective ad creatives and formats. Maximize spend to drive growth. With the right tools and partners, CPGs can determine optimal spend, where to spend, and when incremental returns begin to diminish. In turn, CPGs can improve ROI and make the case for expanded budget allocation for retail media. Methodology In this study, Forrester conducted an online survey of 319 respondents. The study began and was completed in March 2024. Note: Percentages may not total 100 due to rounding. ROLE C-level executive 19% Vice president 37% Director 45% ANNUAL REVENUE (US$) More than $5B 31% $1B to $5B 35% $500M to $999M 34% REGION North America 49% Europe 35% Asia Pacific 17% NUMBER OF RMNS 6 or more 21% 4 to 5 29% 2 to 3 31% 1 18% CPG TYPE Food and/or beverages 59% Medicine and healthcare 36% Cosmetics and personal care 19% Household and cleaning products 26% Pet supplies 12% Other 1% RETAIL MEDIA DECISIONMAKING AUTHORITY Final decision-maker for setting and/or executing strategy 24% Part of a team making decisions for setting or executing strategy 38% Influence decisions related to setting and/or executing strategy 38% Demographics 23 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 22
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