What you’ll learn:
- Brand visibility is essential. Being visible is not a choice, but a necessity to stand out in a saturated market where every brand competes for attention.
- Retail media is a key strategic lever. By integrating retail media into your strategy, you can ensure a presence both online and in-store, capturing consumers wherever they are.
- Presence on a single channel is not enough. The buying journey is omnichannel and hybrid: consumers navigate from digital to physical. Brands therefore need to be visible on different channels if they are not to miss out on opportunities.
- To boost conversions, you need to be visible right from the start of the buying process. First impressions are crucial: capturing attention from the very first searches influences purchasing decisions and increases your chances of conversion.
- Investing in visibility means investing in your brand’s future. Increased visibility doesn’t just generate immediate sales; it strengthens brand awareness and builds long-term relationships with customers, ensuring brand sustainability.
Visibility: the key to survival in a saturated market
In a world where consumers are faced with thousands of advertising messages every day, visibility has become an absolute necessity for brands. It’s no longer just an asset; it’s the very foundation of survival. Being visible means being in the consumer’s field of possibilities, right from the first stages of their purchasing journey. By neglecting this point, a brand runs the risk of going completely unnoticed, regardless of the quality of its products. In fact, a McKinsey study proves it: a brand that is present from the very start of the buying journey sees its chances of conversion increase significantly. For brands, this means that investing in visibility is not just a strategic choice, but an investment in the future. And retail media is proving to be one of the most powerful levers for achieving this mission, ensuring visibility throughout the customer journey.
The omnichannel buying journey today: understanding the hybrid consumer
Today’s shopping journey is more complex and hybrid than ever. Consumers constantly navigate between physical and digital channels, adopting a behavior known as ROPO (Research Online, Purchase Offline). In other words, they research online before buying in-store. In fact, one study shows that 80% of French consumers consult information online before visiting a store. The challenge for brands? To be as visible online as in-store, because every interaction counts. If a brand isn’t visible when consumers are doing their research, it risks being left out of their selection, even if it offers the ideal product. Conversely, a well-positioned brand online can attract attention early on, increasing its chances of being considered right up to the moment of purchase.
Retail media: a lever for visibility throughout the purchasing process
Retail media plays a central role in this omnichannel journey, transforming physical and digital points of sale into veritable communication channels. Every space, whether an e-commerce site or an in-store display, becomes an opportunity to reinforce the brand’s presence and capture consumers’ attention. Thanks to retail media, a brand can reach the customer on several fronts: it is visible online during the research phases, in-store to influence purchasing decisions on the spot, and can even reinforce its notoriety after the purchase, notably through customer reviews and word-of-mouth. This omnichannel approach multiplies contact points and optimizes advertising impact. Take the example of a cosmetics brand launching a new skincare range. Thanks to a retail media campaign, it can target consumers as soon as they search online, by appearing at the top of the list on specialized sites, and then in-store with an attractive display at the entrance. This dual presence ensures that the brand stays in the consumer’s mind throughout their visit, increasing the chances of convincing them to buy.
Why being visible early in the customer journey is crucial to conversion
Gone are the days when brands waited for sales to come naturally. Today, capturing attention at the earliest stages of the buying journey is essential to differentiate and influence consumer choice, even before they are confronted with competing offers. Visibility acts as a catalyst for conversion: the earlier a brand positions itself in the buying journey, the greater its chances of turning interest into action. According to the McKinsey study, being visible from a consumer’s first searches significantly increases the likelihood of purchase. This means that a brand that invests in its omnichannel visibility not only attracts prospects, but also ensures that it remains in their minds until the final decision. This strategy is all the more effective in a saturated environment. By being proactive, a brand can differentiate itself from others and establish a relationship with the consumer long before he or she makes a purchase.
Visibility isn’t an expense, it’s an investment in your brand’s future.
Investing in visibility means guaranteeing your brand a place in consumers’ minds, now and in the future. An invisible brand is a brand condemned to oblivion. In a world saturated with choice, being visible is no longer an option; it’s an obligation to survive and thrive. Unlike an expense, this investment in retail media translates into measurable and lasting benefits. More than just a sales boost, visibility builds brand awareness and customer loyalty. By drawing attention to the right media, at the right time, it ensures that the brand remains present, even after the campaign. Beyond immediate sales, visibility creates a virtuous ecosystem: it generates opinions and recommendations, and improves brand positioning in the marketplace. In conclusion, retail media is not just a lever for reaching consumers, but a strategy for building a memorable, enduring brand. For every company, large or small, this investment is the key to ensuring its longevity in an ever-changing market. With this strategy in mind, it’s time to turn visibility into an engine for growth, and turn every touchpoint into an opportunity to shine in consumers’ minds.
