Retail media tends toward the bottom of the funnel. That’s hardly a surprise, given that retailers’ media networks are inherently closer to the point of purchase than other non-retailer networks. But the benefit is fast ossifying into a performance or sales activation form – few retail media networks are building brands. But Farfetch isn’t quite like the other media networks.
After all, most retail media networks cater to the mass-market, and are a highly profitable outgrowth of significantly sized loyalty programs. The usual suspects across Europe are usually the biggest supermarkets in their respective territories – your Tescos,...
