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Articles by Odette Van Wyk
Data is the cornerstone of successful loyalty programmes
In the face of a demanding economic landscape, heightened competition, and an unparalleled array of choices, businesses are acutely aware of the need to cultivate “sticky” customers. It’s not merely about attracting customers, but also about retaining, nurturing, and enhancing their lifetime value. Loyalty programmes can serve this purpose and more. A successful implementation and operation of a loyalty programme is a sign of business maturity.
Data overlay and the moveable middles
Faced with a cookie-less world, companies must ensure that their first party data is as embellished and fleshed out as possible. This is easy to say, but the reality is a number of brands, especially in the consumer-packaged goods and fast-moving consumer goods segments, don’t own the last mile of relationship with their customers. For them, it’s a continuing struggle to collect first party data that’s actionable from a marketing and advertising perspective.
How retail media networks are bringing brands closer to consumers
By Odette van Wyk, Takealot Group Head: Advertising. Onsite performance-based advertising has proved itself a game-changing strategy for retailers looking to drive sales of branded goods sold on their platform. A retail media network is a media offering where a retailer sells advertising space on their onsite channels, and facilitates off-platform advertising, giving third-party sellers and brands the opportunity to advertise to consumers in a walled garden.
Retail media networks bring brands closer to consumers; driving ROI
Onsite performance-based advertising has proved itself a game-changing strategy for retailers looking to drive sales of branded goods sold on their platform. This data-driven approach that delivers measurable results, is capturing the hearts, minds, and budgets of brands trying to maximise their sales on the Takealot platform. Image by Preis_King from Pixabay It's here that savvy advertisers are poised to get their brands in front of shoppers with greater ease to boost their sales.
Retail media networks: the next big thing in digital advertising
Retail media networks are set to create the biggest paradigm shift in digital advertising since the move to programmatic advertising. This is the opinion of consulting firm McKinsey & Company, which notes that in the US alone, the growth of retail media networks could represent as much as $100bn of ad spend in 2026. It was made famous by Amazon Ads, and an increasing number of retailers have realised the potential of commercialising their own assets as an additional revenue stream.
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