Working in silos can lead to fragmented experiences, inefficiencies, and lost revenue. Amie Owen at IPG Mediabrands explains that while integration requires brand buy-in, it’s worth the effort.
I’ve been working closely with retailers for more than 20 years. During that time, the number of media options available to brands has exploded, and tech has advanced to enable optimization of infrastructure behind the scenes.
While the tools available to us have improved, brands’ organizational structures are lagging. When media, content, retail operations, and tech are managed in isolation, the consumer experience suffers and opportunities to drive efficiencies are missed.
The goal for all brands should be synchronized commerce, eliminating fragmentation and ensuring every touchpoint in the consumer journey is optimized for maximum impact. To achieve this, brands need to embrace a paradigm shift.
No silos
One of the biggest hurdles facing brands today is the fragmented way in which various commerce functions are managed. Retail and sales teams concentrate on the supply chain, inventory levels, and getting products onto shelves, yet they remain disconnected from the media and content teams responsible for driving traffic and consumer interest.
At the same time, media investments may successfully attract shoppers, but without alignment to retail readiness, those efforts may fail to convert into sales.
Creative teams face a similar challenge. Too often, content is developed without considering the nuances of individual retail environments, resulting in assets that feel generic or misaligned with the intended audience. Technology, although abundant, is frequently siloed as well. Without proper integration across functions, it becomes difficult for brands to track performance in real time, let alone optimize or pivot strategies as needed.
The net effect is a commerce strategy that looks busy on the surface but struggles to deliver meaningful results. This disjointed execution reduces efficiency, slows down responsiveness, and prevents brands from seizing the full potential of the opportunities in front of them.
New approach
Brands need to adopt a unified framework that connects media, content, retail operations, and technology into a single, coordinated system. When all parts work together, brands can execute more effectively, adapt quickly, and drive stronger results across every channel.
The priority is integrating retail media with broader advertising efforts. Brands should activate across platforms such as Amazon DSP, Walmart Connect, and Target Roundel, while using audience insights to deliver the right message in the right place. Omnichannel planning and shoppable technology make it easier for consumers to move from ad to purchase.
Content must also be designed with retail environments in mind. Shoppers engage differently depending on where they browse or buy. Creative should reflect those differences with tailored messaging, retail-specific assets, and influencer-driven content that encourages conversion. Search optimization ensures products are easy to find.
Strong retail operations are essential. This means managing inventory, optimizing product pages, tracking performance, and securing effective shelf placement. Streamlined shopper journeys help reduce friction and boost conversion.
Technology ties everything together. Real-time data, predictive planning, and automation allow brands to measure, optimize, and respond to market changes more efficiently.
By aligning all aspects of commerce under one connected strategy, brands can move faster, work smarter, and capture more opportunities.
Total commerce
A connected commerce model ensures that every part of a brand’s strategy works toward the same goal of driving meaningful business outcomes. When retail execution is aligned with media and content, efforts become more efficient and impactful. Media investments can then be measured by sales performance, not just reach or awareness. Creative assets are built for conversion, tailored to the unique needs of each retail platform.
Technology plays a critical role by enabling real-time optimization, improving both speed and effectiveness. This kind of integration eliminates fragmentation, accelerates growth, and creates consistency across every consumer touchpoint.
It’s not simply about placing ads or moving products – it’s about building a seamless, end-to-end experience that turns strategy into results.
Feature Image Credit: Marcel Strauss via Unsplash
