The convenience of online shopping led to an increase in e-commerce sales, and global e-commerce sales are estimated to reach almost a quarter of all retail sales in 2025. However, there are some challenges accompanying this growth.
In today’s economy, product relevance changes as quickly as the weather and with every “TikTok made me buy it” video, so your campaigning process needs to be agile enough to keep up. All product ads have (or should have!) their own audience targeting, correct pricing, and up-to-date availability. Add to that loads of campaign moments where campaigns needs to be prepared while others are still at their peak. And, no doubt, retail media is already a key driver for your revenue growth, or it is at least on top of your wish list. But the process involves lots of stakeholders, emailing back and forth, and ads that need to nail the look and feel of your platform.
So.. plenty of challenges! Luckily we have five tips for retailers to overcome them.
Feed-based creation and automated ad ops
For your campaigns that run 365 days a year, the first focus should be on automating both your creative and publishing setup. A feed setup that manages both the creative production and automated ad ops can achieve this for you. This way, you can implement real-time campaign changes without touching a button and let your feed do the work for you.
Of course, you want your ads looking fresh to avoid the notorious ad fatigue, test variations for better-performing ads and get the best value out of your ad spend. Achieve this by changing to easy dynamic templates, utilising A/B(C/D/E), or creating your ad variations fully feed-based. And the best part: you don't have to work from a Google sheet or redesign anything yourself! Create all your variations in a simple click-and-go, whichever option you choose. From here, you can easily link feeds for smart campaigning.
Incorporate real-time data into your ads, such as the weather or changing prices, as this lays the foundation for smart campaigns. Add data sets to create alternative variations, different ads sets, or even automatically make changes to your campaign set up. Automatically pause a campaign when a product is locally out-of-stock, or when you’re out priced by the competition. Instead, promote the next best alternative that serves an ad that focuses less on price and more on user ratings.
Feed-supported campaign flights
With so many campaign moments, from your holiday campaigns to mid-season sales, or weekly campaigns that align with your leaflets, you need an agile process to create, update, and publish your ads. Work with different predefined campaign concepts or create fresh designs time and again with a template designer. You can edit these concepts manually or feed-based to create variations for any market, or add additional features, like automatic countdown options, items left in-stock, or automatic language changes. Produce all creatives with just a few clicks and even customise your feed-based ads post-production.
A tailored self-serve retail media approach
Work in an environment with preset campaign workflows. Guide your advertisers through a workflow that includes custom briefings, input collection forms and possibilities to upload creatives. Or, create assets using predefined templates and in-tool validation and approval processes. After campaign approval, creatives can be published via pre-set publication profiles to any ad platform, fully automated.
Want to know how we can power your digital marketing? Easily manage and execute your online retail ads with Cape to accelerate operational excellence, have one environment for all stakeholders, show ads that resonate with desired user experience and brand guide, and more.
Contact Cape via firstname.lastname@example.org.