Trend Snapshot: Walmart, Kroger and the rise of e-commerce media

Alex Brownsell

Examines how Walmart, Kroger and Target are exploring if, like Amazon, they too could exploit the customer data they possess and build an advertising business, with the aim of both increasing basket value and using ads to mitigate revenue losses.

Trend overview

Amazon has long been depicted as a scourge of offline retail; the demise of famous retail brands have been attributed to its own inexorable rise. However, an advertising model pioneered by Amazon offers vital lessons for legacy retailers...

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