Retail Sales Monitor 2/2024 - Focus: Retail media as a new source of sales in retail

The German retail sector is facing a profound transformation. Digitalisation is not only shaping the purchasing behaviour of consumers, but is also revolutionising the way companies market their products and services. The KPMG Retail Sales Monitor 2/2024 analyses the most important digital trends in retail marketing and shows how companies can take advantage of the opportunities.

Retail media is developing into an important growth market. Retailers are offering manufacturers advertising space on their digital channels, thereby tapping into new sources of income. At the same time, brand manufacturers benefit from the opportunity to reach their target groups precisely.

Artificial intelligence (AI) is becoming increasingly important for retailers. Over 82 per cent of marketing managers surveyed see AI as one of the most important marketing trends in the coming years. AI enables companies to personalise service and communication, tailor offers individually and automate marketing processes.

Apps are becoming increasingly important as a marketing tool. More than three quarters of the companies surveyed see apps as an alternative to traditional paper brochures. Apps offer customers a personalised shopping experience, provide relevant information and enable direct interaction with the company.

Social commerce, i.e. the direct purchase of products via social media, is no longer just a trend, but an integral part of the shopping experience for many consumers. Companies should be present on the relevant platforms and seamlessly integrate their social media activities into their sales strategy.

For almost 77% of the marketing managers surveyed, personalisation is the key success factor in digital marketing. Customers expect relevant, customised offers at the right time. Thanks to tracking functions, the advertising impact can be measured and optimised in real time.

For the KPMG Retail Sales Monitor, we work with the EHI Retail Institute to analyse developments, trends and drivers in the industry on a quarterly basis. You can subscribe to our newsletter here