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Understanding retail media: Perspectives and implications for stakeholders

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  • Pauwels, Koen
  • Fagbola, Ladipo

Abstract

Retail media transforms both the retail and the advertising ecosystem, offering unique opportunities and challenges for consumers, brands, retailers, and regulators. This paper explores retail media through a multi-stakeholder lens, examining its implications from these distinct perspectives. Consumers benefit from personalized shopping experiences but remain concerned about data privacy and ad annoyance. Brand managers see retail media as a critical channel for reaching targeted audiences and driving sales, yet must navigate competitive pressures and incrementality questions. Retailers leverage retail media as a revenue stream and strategic advantage but face the complexities of balancing their roles as platform providers and competitors. Regulators, meanwhile, grapple with ensuring fair competition, data transparency, and consumer protection.

Suggested Citation

  • Pauwels, Koen & Fagbola, Ladipo, 2025. "Understanding retail media: Perspectives and implications for stakeholders," Journal of Retailing, Elsevier, vol. 101(3), pages 315-330.
    • Handle: RePEc:eee:jouret:v:101:y:2025:i:3:p:315-330
    DOI: 10.1016/j.jretai.2025.08.005
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