In this guest article, Ethan Chernofsky, Senior VP of Marketing at Placer.ai, shares his insights on Marriott International’s media network and its impact on the retail industry. The article zeroes in on audience segmentation, creative engagement, and immersive shopping experiences.
Marriott International’s media network offers rich insights for retailers looking to elevate their retail media strategies in physical spaces. As we delve deeper, we identify pivotal takeaways that can revolutionize retailers’ approach to this essential aspect of their business.
Leveraging a Diverse Brand Portfolio for Precision Targeting
With its vast array of brands, Marriott wields a potent tool for precise targeting. This capacity to match concepts with specific audiences is something retailers should not overlook. Especially relevant when brands want a more direct route to physical retail media, retailers can leverage their diverse brand collections to align media efforts with distinct customer preferences. By grasping these unique needs, retailers can sharpen their messaging, boosting overall impact.
Infusing Creativity in Physical Store Experiences
Taking a cue from hotel industry veterans, it’s clear hotels utilize multiple channels to captivate their guests. From subtle product placements in rooms to integrated screens across their properties, the hospitality industry excels at multi-channel engagement. Retailers can emulate this innovative strategy to reinvigorate their physical stores. Similar to the varied methods in the hotel industry, retailers can adopt diverse engagement techniques, creating unforgettable experiences that captivate shoppers.
Crafting Immersive Shopping Experiences
A major factor behind Marriott’s success is its immersive hotel setting. At the heart of this lies a balance between advertising’s inherent value and the guest experience. Transferring this philosophy to the retail world highlights the vital role of enhancing the shopping experience. The focus shifts to using retail media to craft an ambiance that augments the shopping trip. By striking a balance with the store’s atmosphere, this approach ensures ads integrate seamlessly into the shopping experience, enriching its essence.
“We are thrilled to launch the Marriott Media Network, which will enable advertisers to create curated content that aligns with the 30 brands in our portfolio,” said Chris Norton, SVP, marketing channels & optimization, Marriott International. “The Marriott Media Network will foster connections through our owned channels with guests, creating a broader and more rewarding travel experience.”
Marriott International’s media network offers valuable lessons for refining brick-and-mortar retail media strategies. Key insights revolve around using diverse brand portfolios for targeting, introducing creativity in physical spaces, and designing immersive shopping experiences. These insights provide a fresh perspective, helping retailers maximize customer engagement and sales effectiveness.
Hi, I’m Oren, founder at BIGINTRO, a content strategy agency that helps B2B companies drive growth. We develop search, social, PR, and content marketing strategies tailored to business goals. I also have a dog named Milo.