In the last five years, retail media networks (RMNs) have transformed how brands reach consumers. The ability to advertise directly on retailer websites and apps — targeting shoppers with precision, leveraging first-party data and offering closed-loop measurement — has made them one of the fastest-growing ad channels in history.

In 2023, RMN revenues reached $46.4 billion, with forecasts suggesting retail media will rival social media ad spend by 2027. Retailers are expanding their media offerings at a pace we haven’t seen before. From grocery to home improvement, RMNs are becoming an essential part of the modern marketing strategy.

And yet, even as investment grows, a critical gap remains.

The Hidden Limitations of RMNs

The growth of RMNs has been fueled by their ability to deliver ads close to the point of purchase. But most of their inventory is confined to the retailer’s own digital properties — their website or app, where consumers spend less than 5% of their time online. If your media strategy depends entirely on catching shoppers there, you’re only reaching part of your potential audience.

What’s more, the path to purchase isn’t linear. Shoppers might plan their grocery lists on one platform, search for recipes on another and make the actual purchase somewhere else entirely. In grocery, specifically, more than 75% of purchases still happen in-store, even when the inspiration or intent begins online.

Retail media networks, powerful as they are, often miss the chance to engage shoppers during the early, critical stages of their journey — when they’re planning, considering and making decisions about what to buy.

The Case for Omnichannel: Meeting Shoppers Where They Are

To fill that gap, brands need to think beyond RMNs and embrace a more connected, omnichannel strategy.

Omnichannel is often treated like a buzzword. But at its core, it reflects the simple reality that today’s consumers engage with brands across many platforms, often simultaneously. They expect seamless experiences between online and offline interactions. For marketers, this means building strategies that don’t just focus on where shoppers purchase — but also where they discover, plan and decide.

Here’s what that looks like in practice:

1. Engage During Pre-Shop Planning

A significant portion of purchase decisions are made before a consumer even opens a retailer app or steps inside a store. Shoppers are building digital grocery lists, browsing recipe sites and searching for product reviews.

Brands that can insert themselves into this planning phase — whether through sponsored recipe integrations, list-making apps or contextual advertising — gain early mindshare and influence.

2. Bridge Online and Offline Touchpoints

Even though e-commerce has grown, many purchases still happen in brick-and-mortar stores. The most effective strategies recognize that shoppers move between digital and physical channels — and expect a consistent experience across both.

This might mean serving targeted ads online that lead to in-store promotions, or offering digital coupons that are easily redeemable at checkout. Brands should aim to guide consumers fluidly through their journey, regardless of the platform or place.

3. Reduce Friction to Drive Conversion

One of the biggest barriers to turning intent into action is friction. When shoppers have to click through multiple screens or log into separate accounts, many abandon the process altogether.

Technologies that reduce friction — by enabling one-click “add to cart” or “save for later” options — significantly increase conversion rates. In fact, some data suggests frictionless off-property experiences can drive up to 27 times more cart additions compared to traditional approaches.

The goal is simple — make it easy for consumers to take action, wherever they are.

Marketing Technology News: MarTech Interview with Becca Toth, CMO @ Hyland

A Practical Example: Lessons from GoPuff

One example of this omnichannel thinking in action comes from GoPuff, the instant commerce platform. While GoPuff’s business model is built around quick, impulse-driven purchases, they recognized the value of engaging consumers earlier in their journey.

In mid-2024, AdAdapted collaborated with GoPuff on a campaign to promote General Mills’ Cinnamon Toast Crunch. Instead of limiting their efforts to GoPuff’s owned platforms, they tested using technology that let consumers encounter an ad off-platform and add the product to their GoPuff cart with a single click. They made it simple for consumers to act on their interest immediately — without requiring a login or disrupting their browsing experience.

The results were telling:

• A double-digital lift in sales for Cinnamon Toast Crunch
• A 100% cart transfer rate following clicks, with no technology failures
• Click-through rates 128% higher than campaigns targeting broad audiences

When you reduce friction and reach shoppers in the moments that matter, you create better outcomes.

Why Omnichannel Complements, Not Replaces, RMNs

None of this suggests brands should abandon RMNs. Far from it. RMNs remain a vital part of the marketing mix, offering valuable data, insights and proximity to purchase.

But for brands that want to maximize their retail media investments, it’s no longer a choice between RMNs and other channels. It’s about how these channels work together. RMNs can capture intent close to the point of sale. Omnichannel strategies capture intent anywhere the consumer is spending time.

This is about creating a connected experience — one that respects how consumers actually plan, decide, and shop. Failure to consider the pre-planning journey is a massive missed opportunity for brands.

Looking Ahead

As retail media evolves, so will the expectations of consumers. Shoppers will continue to move between channels, and brands will need to keep up —  not by adding complexity, but by removing it.

The future of retail media isn’t confined to one platform or one network. It’s an ecosystem where every touchpoint — from inspiration to checkout — works together. Brands that recognize this, and build their strategies accordingly, will be the ones that thrive.

Marketing Technology News: Are Marketers Primed for Third-Party Program Progress