Text: 5 Essentials for Impactful Retail Media Marketing, Headshots: Jacqueline McCabe, Creative Director and Rylee Wormington, VP Commerce Experience

Retail media marketing will continue to rapidly evolve.

We've seen the options for reaching shoppers grow and improve over time. No matter the creative opportunity, there are key factors that aid in engaging shoppers. Here are five factors to consider to improve your retail media marketing.

1) The Art of Product Selection

When it comes to featured products, less is more. Focusing on a few hero products not only makes your visuals pop, but also boosts audience engagement and comprehension. This approach ensures higher click-through rates, guiding shoppers to the next step in their journey.

2) Beyond the Big Holidays

Sure, New Year’s, Back-to-School, and Thanksgiving are key tentpoles year after year, but don’t limit yourself to just the big-hitters. Retail media thrives on spontaneity and relevance. Embrace new holidays and emerging interests to keep your brand at the forefront of shoppers' minds.

3) Mastering the Message

Effective messaging for retail media should be short and sweet. It's not just about being brief; it's about making each word count. Clear, succinct communication delivers the essential message quickly, benefiting shoppers who are bombarded with information daily.

4) Digital Colors Done Right

Transitioning from print to digital isn’t always seamless. Digital formats require careful consideration of accessibility and color contrast for readability. Meeting Americans with Disabilities Act (ADA) compliance isn’t just a legal requirement; it’s about ensuring every shopper can enjoy your content comfortably.

5) A/B Testing: Small Things for Big Returns

Effective A/B testing doesn’t mean overhauling your entire creative. It’s the subtle tweaks that count. Adjust only one variable—whether it’s an image, a call-to-action, or background color—to discover what truly resonates with your audience. This precise approach helps you fine-tune your campaigns and optimize performance, turning small changes into big wins.

From applying the data of A/B testing to crafting messaging and visuals, the goal is connection with shoppers. Being choiceful about product selection, marketing calendar, message, colors and testing will give you the foundation to meet the needs of shoppers as retail media opportunities evolve.

Want to learn more about Arc’s approach to retail media? Hit us up!

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