Dentsu has partnered with Salesforce to launch Smarter Media, a retail media solution powered by AI designed to speed up monetization by allowing personalised buying journeys.
According to Salesforce research, consumer expectations around retail experiences are evolving, with 80% of customers now rating a company’s overall experience on par with the importance of its products and services. In addition, as consumers feel the pressures of rising costs, 72% are switching brands for better offers, underscoring a crucial demand for responsive, value-driven retail solutions.
“The solution will support brands as they operate in today’s experience economy, where maintaining compelling experiences throughout the varied stages of customer relationships has never been more crucial,” said Paul Lynch, Integrated Solutions Lead, Commerce & Retail UK&I, dentsu.
Smarter Media utilises Salesforce’s advanced products, including Media Cloud, Sales Cloud, and Marketing Cloud Engagement. This solution evaluates a brand’s current retail media position, identifying growth areas across technology, media, and skills while providing a roadmap for improvement. The solution delivers a cohesive approach, helping brands establish a powerful retail media presence with measurable, end-to-end results.
Moreover, it helps brands stay connected with customers at all times, fostering new customer acquisition and stronger relationships with existing clients. By merging Salesforce’s Sales Cloud pipeline management with the targeted capabilities of Media Cloud’s Advertising Sales Management, Smarter Media provides flexibility to support a range of retailer models. It integrates with various ad management systems and offers closed-loop management for tracking engagement, performance, and trends.
Smarter Media evaluates a brand’s retail media maturity to identify areas for improvement. It provides targeted consultancy on media practices, tech infrastructure, and skills. It uses Dentsu’s and Salesforce’s AI capabilities to create personalised consumer experiences to boost engagement and satisfaction.