Writing For Retail Advertising

We launched ecommert Navigator report on Nov 13th, and now we continue with our category-focused insights and analyses, on consumer health care (CHC). You can download the full report using the link in the comments. In this first edition of our Category & Channel Insights, we deep-dive and analyze the Consumer Health Care (CHC). The CHC category's growth in eCommerce is driven by several key factors, including advancements in digital health platforms, increased consumer reliance on online channels for health-related products, and significant retailer investments in retail media networks (RMNs). ++ 𝗞𝗲𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀 𝗼𝗳 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗚𝗿𝗼𝘄𝘁𝗵 𝗶𝗻 𝗖𝗛𝗖 ++ - Shift to Online Retail: - Retail Media Networks (RMNs) - Digital Shelf Optimization - Increased Consumer Health Awareness - Advanced Data Analytics and Targeting ++ 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗖𝗣𝗚 𝗕𝗿𝗮𝗻𝗱𝘀 ++ 1. Prioritize Digital Shelf Readiness: Investing in "retail readiness" enhances discoverability and conversion. 2. Leverage Retail Media Networks: Collaborate with RMNs to target health-conscious shoppers effectively. 3. Expand Direct-to-Consumer Channels: Build robust DTC platforms to capture insights and foster deeper consumer relationships. 4. Capitalize on Consumer Trends: Highlight product benefits aligned with trends like immunity, mental wellness, and fitness. Tailored messaging through social commerce (e.g., TikTok) can reach younger, health-conscious demographics. 5. Adopt Advanced Analytics: Assess competitive benchmarks to refine pricing and promotional strategies. 6. Integrate Omnichannel Strategies: Blend online and offline campaigns for a seamless consumer experience. For instance, use data from in-store purchases to target online ads and vice versa. ++ 𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝗔𝗵𝗲𝗮𝗱: 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝗶𝗻 𝗖𝗛𝗖 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 ++ 📍Personalized Health Solutions: Brands should innovate with customizable supplements and health products delivered through subscription models. 📍Collaborations with Telehealth Platforms: Partnerships with digital health services can create bundled offerings of products and services. 📍Global Expansion: Target regions with emerging eCommerce ecosystems like Southeast Asia and Latin America for CHC growth. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁®, 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝟭𝟬,𝟲𝟬𝟬+ 𝘀𝘁𝗿𝗼𝗻𝗴 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗮𝗻𝗱 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝘁𝗵𝗶𝘀 𝗿𝗲𝗽𝗼𝗿𝘁 👇 Kenvue Haleon Sanofi Bayer | Consumer Health Bayer Reckitt Vytalogy Wellness Perrigo Company plc Lupin STADA Group Taisho Pharmaceutical Holding Co Ltd Daiichi Sankyo US Eczacıbaşı Topluluğu Abdi Ibrahim Pharmaceuticals #CPG #FMCG #CHC #eCommerce #omnichannel

Rethinking the E-Commerce Journey with GenAI: From Catalogs to Conversations 🛍️ A conversation with a leader spurred this discussion around reimagining our online shopping to align with how Indians shop Not from catalogues but through conversations. We’re used to e-commerce as “search > filter > scroll.” But GenAI is starting to bend that format — not just by automating tasks, but by reshaping the entire user journey. Across retail and consumer brands, we see 3 patterns emerge consistently: 🔍 1. Search gives way to conversation We’re moving from keyword search to natural, goal-oriented interaction. Think: “I need a lightweight hiking jacket for monsoon travel under ₹5000” → and receiving curated picks, not filters. 🎨 2. Content generation becomes real-time and adaptive Brands are now generating personalized campaigns — images, copy, even UGC-style product videos — in hours, not weeks. This isn’t about replacing creativity. It’s about closing the loop between insight and action. 🤖 3. Agents replace static workflows Instead of navigating tabs, users get multimodal agents that can see, hear, understand context, and act. Returns, support, upsell — all become AI-native journeys. This shift isn’t cosmetic. It’s foundational. E-commerce is transitioning from efficiency-led UX to intent-led experiences. And in that world, the winners won’t be the ones who automate faster. They’ll be the ones who reimagine how commerce can feel. I’m curious: → What parts of your e-commerce flow feel outdated today? → And if you are a leader building, how are you thinking about GenAI beyond chatbots? ************************************************************* Ranjani Mani #reviewswithranjani #Technology | #Books | #BeingBetter

The rapid growth of online electronics sales in India, marked by a ₹11,000 crore shift to e-commerce in 2024, reflects a transformative moment for the industry. With quick commerce platforms stepping into the segment, even large appliances like washing machines and air conditioners are becoming click-and-deliver products. This shift isn’t just a logistical achievement; it highlights how consumer behavior is evolving. The willingness to forego the traditional “touch and feel” experience shows the trust consumers now place in digital platforms and the value of extensive online research. This presents a chance to tap into emerging consumer patterns by designing targeted campaigns and leveraging data insights to personalize experiences. It’s also a cue to explore untapped markets where quick commerce can bridge distribution gaps. The opportunity lies in aligning strategies with this digital-first approach, understanding the needs of entry-level buyers and premium customers alike, and crafting seamless purchase journeys to stand out in a competitive market. The question isn’t whether this trend will continue but how brands can effectively capitalize on it. #Online #QuickCommerce #Ecommerce #Electronics

📺 Instore End Caps: are they the new Prime Time for #retailmedia? Retail Media is (still) dominated by online marketplaces: they provide high volumes of traffic and a proven search-based advertising model. And clearly, in ecommerce your segmented prime time is on the search results page with sponsored products. Retail Search could almost be called a channel all by itself. BUT I DON’T HAVE A MARKET PLACE 😨 But what if you as a retailer don't have a marketplace nor have a huge proportion of ecommerce? Can you forget about ever winning at retail media? RETAIL SEARCH IS NOT THE ONLY GOLDEN OPPORTUNITY 🥇 One thing I have learnt working in retail media over the years is that individual RMNs are very different and often unique. They differ along the following parameters: 🛒 Amount and depth of 1st party data (from membership and ecommerce) 🛒 Retailer brand strength 🛒 Frequency of consumer interaction 🛒 Proportion of own versus supplier brands 🛒 Range and size of product catalogue 🛒 Ecommerce and marketplace strength 🛒 Number of stores and footfall Top retail media voices are talking a lot about players with a strong presence in Ecommerce with marketplaces. It is a powerful model and it has also become an easy one. That is where you can do revenue share to start with retail media, where you can reach 80% gross margin and measure ROAS in a closed loop. But one of the big things happening in 2025 is the expansion of the connected store with digital screens. I call them the Amazon antidote for retail media networks. According to eMarketer research via Andrew Lipsman, stores carry massive media potential and can support much more advertising than online commerce at the current state of play. But all instore screens are not equal and retailers are only just learning to weave digital and physical user journeys together. 📺 Screens outside of stores: "here is a new brand" // "here is a product you can find inside the store" 📺 Welcome screens at the entrance: "here is new brand and here is an aisle you want to find a product in." 📺 End cap screens: "here is the product you want to buy today" 📺 In-aisle screens: "find the product right here" 📺 Exit screens: "here is a non-endemic brand (not sold here) you want to explore or an offer nearby" (cinema, restaurant, entertainment) The End cap screen is very visible. Every shopper will see it. Will it become the killer app for Instore retail media? Kristian Krohn Djurhuus, Jeremy Lewington, Mark Donohue, Nancy O'Brien, Michael Westheim #retailmedianetworks #instore

Yesterday, Amazon Ads dropped TWO announcements that are about to change retail media strategy. 1) Amazon Marketing Cloud is now self-service This is HUGE. Until now, AMC's sophisticated capabilities were locked behind barriers. You needed technical expertise, SQL knowledge, the whole thing. Not anymore. Any advertiser can now access these insights through intuitive, no-code templates with AI assistance. You can finally connect AMC learnings across your entire retail media strategy. Budget shifts, audience adjustments, keyword targeting, all of it unified in one place. 2) Creative and media activation are no longer separate. Amazon is rolling out integrated creative tools for Sponsored Brands, DSP, and more, so you can build, launch, and measure creative in one workflow. That means less lag time between concept and execution, as well as the ability to measure creative performance against campaign results in real time. The bigger picture is clear. Amazon just set the new standard for what retail media should look like.

A unique case study on capturing consumer attention in retail marketing. With brands investing in physical spaces to build deeper connections, the challenge is clear: How can they attract customers, increase brand awareness and stay top-of-mind in an oversaturated market? [ad] An example of this is Footlocker’s flagship store during the Paris Olympic Games. Earlier this year, the store used HYPERVSN’s cutting-edge technology to display intricate 3D visuals, creating a dynamic, eye-catching experience for passersby. As pedestrians strolled past, they could immerse themselves in Footlocker’s latest products, brought to life through holograms seemingly floating mid-air. In an age where attention is the new competition currency, HYPERVSN’s technology transformed Footlocker’s window displays into a living story, with products and logos captivating passers walking by the store. Recent studies have shown consumer demand for immersive retail experiences is on the rise. Shoppers now expect brands to provide engaging and interactive moments that go beyond traditional displays. In return, by investing in innovative display technologies, brands can: • Amplify Their Story
↳ Craft compelling displays that bring your brand to life, communicate your values, and attract new customers. • Enhance Customer Engagement
↳ Encourage interaction with dynamic content, like HYPERVSN’s floating visuals, drawing people in and encouraging exploration. • Stand Out in a Competitive Market
↳ Differentiate your brand with unforgettable, immersive displays that capture attention in an overstimulated retail environment. • Deliver Personalised Experiences
↳ Use digital signage and smart technology to tailor messages and promotions in real time, making shopping more meaningful. • Adapt Quickly to Trends
↳ Update displays effortlessly to reflect the latest trends, seasonal promotions, or product launches, keeping your brand relevant. According to Coresight Research, 88% of brands investing in virtual storefronts report a direct boost in sales, while Zendesk’s 2023 Customer Experience Trends report highlights immersive experiences as a key competitive advantage. - 2025 will be the year of exceptional customer experience. Consumers are craving memorable brand moments like never before. Watch the video and share your thoughts, do you think this is the future of retail marketing?

🎥 𝗥𝗼𝗯𝗹𝗼𝘅: 𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹-𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗙𝘂𝘀𝗶𝗼𝗻 𝗶𝗻 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗮𝗻𝗱 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 Roblox's latest move is a game-changer for the retail and fashion sectors. With 216M users with an average spending of 12$ per day, brands and retailers are partnering with the gaming platform to capture and engage new audiences. I remember in an Amazon meeting almost 3 years ago, we were discussing the gamification advertising strategy and today is gaining presence in the industry. 🚀 Interactive Advertising: Video ads now join the traditional static images on Roblox, with options for autoplay or click-to-play. This increases engagement and visibility for your brand in a dynamic, interactive environment. Roblox has expanded access to this immersive format to all advertisers, making it easier to connect with the platform’s large Gen Z audience. 👗 Fashion Forward: Brands like HUGO BOSS and E.L.F. BEAUTY are early adopters. Imagine your latest collection showcased in a virtual world, enhancing brand presence among a tech-savvy, younger audience. 💼 Sophisticated Targeting: Roblox’s Ads Manager allows precise targeting, from audience demographics to engagement goals. This tool supports refined strategies for heightened brand awareness and interaction. 📊 Enhanced Measurement: Partnerships with IAS SOFTWARE and Kantar bring advanced metrics like 3D in-experience viewability and brand lift studies. Measure ad impact with precision in a bustling digital landscape. 💡 Innovative Revenue Streams: Video ads provide a new revenue channel for developers and advertisers alike, diversifying how brands monetize their online presence. 🛒 Retail in Roblox: With Walmart launching sales of physical products in Roblox, the lines between virtual advertising and real-world sales are blurring. The Walmart Discovered experience allows users to buy real-life products directly through a virtual interface, mimicking the traditional online shopping experience in an #immersive digital environment. 🖥️ Innovative User Interface: Shoppers interact with a virtual laptop inside Roblox, seamlessly shopping on Walmart.com, blending digital convenience with real-world service. 🛒 Virtual Preview, Real Purchase: Players can try virtual versions of products like stylish bags and tech accessories, then order them to their homes, linking virtual activities with tangible outcomes. 🌟 Vision for Future Growth: These initiatives reflect Roblox’s ambition to transition from a gaming platform to a comprehensive digital ecosystem, potentially modeling future digital platforms’ approach to integrating commerce and advertising. 💬 What’s Next? As Roblox explores programmatic buying and more robust ad measurement, how can your brand leverage these tools for innovative marketing strategies? #RobloxAds #DigitalMarketing #FashionTech #RetailInnovation #BrandEngagement LinkedIn News Europe 𝘗𝘪𝘤𝘵𝘶𝘳𝘦 𝘤𝘳𝘦𝘥𝘪𝘵𝘴: 𝘙𝘰𝘣𝘭𝘰𝘹

Microsoft is launching a new AI-powered solution that automatically generates banner ads in seconds called Retail Media Creative Studio. Retail Media Creative Studio enables advertisers to generate banner ad creatives in seconds simply by inputting a product’s URL. The generative AI tools ensure that these creatives conform to each retailer’s style guide, streamlining the process and minimizing the necessity for manual resizing or frequent adjustments. But the most promising component of this new solution is what happens after the ads are live. Microsoft Retail Media will use AI algorithms for in-flight optimization, selecting the most effective banner creative based on key metrics like click-through rates and sales conversions. This eliminates the need for time-consuming A/B testing and can increase revenue. Advertisers can use Retail Media Creative Studio to: - Transform a simple product photo into a lifestyle image with a simple prompt such as “put this sofa in a cozy living room.” - Generate tailor-made headline options using preferred words and phrases. - Crop and clean up any unwanted background or words in an image with a single click. - Modify all banner elements from imagery to headlines. This solution could be a game changer for digital advertisers - it not only reduces the back-and-forth between creative and media teams during editing tasks and frees up time for increased investment in strategic activities, but also because it will allow for creative to be automatically updated on the fly based on how it's resonating in market. We've tested using AI for our ads on Meta and Google, but my dream of an automated feedback loop between performance and creative optimization has been a pipedream so far. It's clear based on Microsoft's announcement though that the pipedream will soon become a marketing reality.

What if most product returns could actually be avoided? The latest DHL 2025 E-Commerce Trends Report reveals a striking opportunity for online retailers: a significant number of returns are driven by preventable issues. By better understanding customer expectations and improving the online shopping experience many of these returns could be eliminated. Returns are not just a logistical headache. They are a major pain point for profitability sustainability and customer satisfaction. Every returned item means added costs more packaging waste and a potentially lost customer. So why do shoppers really return items? The report shows that: ✔️ 55% say the item was poor quality or faulty ✔️ 54% return items due to wrong size ✔️ 44% report damage during transit ✔️ 39% say it did not look like the image ✔️ 33% say the item simply did not suit them ✔️ 16% admit they ordered more than one size or color These reasons tell a clear story. Many returns stem from avoidable issues such as inaccurate product descriptions poor images misleading sizing or inadequate packaging. Improving these areas can directly impact customer satisfaction and significantly reduce return rates. It is also interesting to note that 37% of global shoppers have bought extra items online solely for the purpose of trying them on at home and returning what they do not want. Among Gen Z shoppers that number climbs to 45%. These behaviors reflect a clear need for virtual try-on solutions better sizing tools and more transparent product information. The report also highlights country-specific data. Shoppers in China Nigeria Turkey South Africa and Austria are particularly concerned about product quality. That emphasizes the need for consistent quality control and global alignment in product standards. But how was this data gathered? The DHL 2025 E-Commerce Trends Report surveyed a broad international audience using structured questionnaires with multiple-choice responses. This quantitative approach ensures a high level of reliability across diverse markets and demographics. The methodology is designed to uncover actionable trends based on real consumer behavior rather than anecdotal insights. The path forward is clear: ✅ Provide better product images and 360° views ✅ Offer detailed accurate sizing guides ✅ Use augmented reality and virtual try-on where possible ✅ Invest in robust packaging to avoid transit damage ✅ Embrace customer feedback to continuously refine product listings Returns will never be completely eliminated but they can be significantly reduced. And doing so will improve customer loyalty reduce waste and drive long-term profitability. Let us reframe returns from a cost center to an innovation opportunity. How is your brand working to reduce returns? #ecommerce #retail #customerexperience #dhl #logistics #onlineshopping #supplychain #returnsmanagement #ecommercetrends DHL eCommerce

5 international e-commerce shifts businesses should be acting on now: March 2026 Most businesses are still building their digital presence for human buyers. That's already the wrong strategy. I've spent the last month deep in the trends shaping global digital commerce so far in 2026. Here are the five things internationally ambitious businesses need to act on right now. ➡️ Agentic commerce is here AI is moving from supporting e-commerce to actively buying and selling. Platforms like Shopify are opening up product catalogues directly to AI agents across borders, around the clock. Takeaway: You are no longer just selling to people. Your products need to be discoverable and purchasable by AI systems, so you don’t become invisible to a growing share of global shoppers. Act now: Make sure your product data and content are structured and machine-readable. ➡️ European marketplaces are consolidating The ‘list everywhere’ approach is losing effectiveness. Local platforms remain strong and competition is intensifying, with new entrants like JD.com now live across six European countries. Not all current players will survive. Takeaway: Growth in Europe will come from focus, not spread. Act now: Bet on the marketplaces that will still be relevant in the next five years in an AI-driven future. ➡️ New trade corridors are opening up The UK–Nigeria Enhanced Trade and Investment Partnership (ETIP) is one powerful example of targeting £8 billion in bilateral trade, removing barriers across tech, fintech and the creative economy. Takeaway: The next growth opportunities are not always in traditional markets. Act now: Track where trade barriers are being reduced and position early. ➡️ The AI agent era is replacing the metaverse Meta has pivoted from Horizon Worlds to acquiring an AI agent social network, Moltbook. Amazon's Alexa has had a major AI upgrade in the UK. Takeaway: The infrastructure for the next era of commerce is being built right now. Act now: Prioritise AI-native and conversational experiences in your digital growth roadmap. ➡️ A new generation of digital talent is coming New qualifications like Digital V-levels signal a shift towards more practical, job-ready digital skills in the UK from 2027. Takeaway: Digital and AI capability remains a competitive advantage. Act now: Build a hiring pipeline for the skills your business will need over the next 3 to 5 years. Taken together, these shifts point to a clear direction. International growth is becoming more AI-driven, more localised and more capability-led. The opportunity is significant and will favour those who move early. Which of these shifts are you seeing in your markets right now? Drop a comment below - I'd love to hear what you're seeing. ⬇️