Retail media and the rise of e-commerce focus the first day of eShow

The leading eCommerce and Digital Marketing companies and service providers with the most prestige in the sector come together at one of the most exciting events of the year. The eShow Madrid 22 event celebrates its second edition these October 26 and 27 at IFEMA, in a space of more than 20,000 square meters of exhibition space, 40% larger than in 2021. Thus, eShow Madrid 22 will be the showcase of the most advanced innovations in technology with more than 300 exhibiting companies and as many presentations from industry experts. Leading companies such as Henkel, IBM, Huawei, Netflix, Prestashop, Google, HP, Evolutio, Keepler Data Tech, Denodo, Incentro, Darktrace, One Trust, Checkout, Johnson & Johnson Publicis Group, Paypal or UPS will be present at this edition

The increasingly stronger commitment to media retail

Marta Fernández-Golfín, head of industry email list e-commerce at Grupo Bimbo , has assured that this group has been betting on media retail for four years and has described it as “a lever to work on identification.” “It is a very important tool to be able to demonstrate to consumers the innovations that we have every day,” she declared. A brand that could not be missing from this event has also reflected on this matter: Coca-Cola. Eva Zaera has assured that numerous companies are investing in retail media and has made an x-ray of the sector. “Retail media is a reality, it is taking off in Spain, but we need many more manufacturers and retailers to commit to it,” she declared during a round table at eShow Madrid 22.

Danone Ilunion L'Oréal and more join digital marketing

Among the agencies, Criteo has been Gambling DAT one of those that has participated with the most vigor in the eShow Madrid 22. Marc Feu , Head of Retail Media Demand Spain, Portugal & Italy, explained the difference between shopper and buyer at the Theater Publicis Commerce. A buyer is someone who “has a purchase plan and is going to look for a specific product”, while a shopper is the person who is “open to an impact to try new things.” These two concepts are very relevant when planning the advertising message, which is different in each case. Speaking of brands, Marc Feu has given the example of several brands with good retail media strategies, such as Danone , whose objective is to “grow”, or Lay’s, in addition to L’Oréal, which was another of the big brands that did not want miss the appointment.

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