E-Retail Strategy


E-commerce encompasses a range of marketing and sales activities involving the placement of targeted advertising directly along the customer's buying journey. The aim is to encourage consumers to buy from the e-commerce sites of different retailers. 

Retail media in the digital world plays a similar role to Point of Sale Advertising (POS Advertising) in physical stores. E-retail aims to place supplier advertisements on their distributors' e-commerce sites, the retailers, acquired through an auction system. 

The goal is to be visible to internet users during their purchasing journey, particularly at the moment they are interested in a product category. 

Thanks to its growth, you can acquire essential data about your potential customers from the platforms of these retailers. This information can help tailor and optimize your ads for improved visibility and performance. 

Did you know? 

  • Digital retail media experienced a growth of more than +65% between 2021 and 2022. 
  • The digital share of retail media is expected to grow by +29% in the next three years in Europe. 
  • E-retail media emerged in the 2000s and has primarily developed since 2010 with the auction of advertising spaces on Amazon's e-commerce site. 

How to Succeed in Your E-retail Media Strategy?  

Implementing a strategy based on digital e-retail media can be a powerful approach to increase your brand visibility, stimulate sales, and effectively reach your target audience on e-commerce platforms. 

By placing your ads on the homepage, category pages, search pages, or product pages, you can choose the most opportune moment to engage with your target audience, based on the different stages of their purchasing journey. 

To succeed in your digital advertising strategy on e-commerce platforms and sites, it's essential to pay special attention to several fundamental points. 

Want to sell your products or services online? 

avantage concurrentiel

By combining an online e-retail media strategy with in-store POS advertising, you can increase your reach, and engage with your target audience both online and directly in-store. 

Key Stages of an e-retail strategy implementation

Stage 1. The Definition of Objectives and Target Audience

    • etermination of your specific goals 
    • Refining your targets according to first-party data 

    Do you want to increase sales, generate traffic, acquire new customers, improve visibility, brand recognition, or increase customer engagement? 

    Before launching your e-retail media strategy, we clearly define your marketing and sales goals with you, as well as the KPIs and metrics that will allow us to track them. 

     We also identify the target audience in order to personalize your ads and maximize their relevance. To do this, we may use the first-party data provided by our selected platform: 

    • Product data 
    • Behavioral data 
    • Transactional data 

Stage 2. Identification of Relevant E-commerce Platforms 

  • Compare retail platforms 
  • Analyze audience profiles 

We start by identifying the e-commerce platforms where your target audience is active and which seem most suitable for your digital e-retail media strategy. 

  • PLATFORM: Evaluation of marketplaces, social networks, and online sales sites based on their reach, relevance, accessibility, and product or service complementarity. 
  • AUDIENCE DATA: Analysis of the socio-demographic profile, shopping habits, and transactional data of buyers. 
  • USER EXPERIENCE: Ensure smooth, friendly, and secure shopping experience to enhance customer satisfaction. 

When developing an e-commerce media strategy, it's essential to work closely with the online retailers you want to advertise with. 

Stage 3. Analysis and Selection of Advertising Channels 

  • Compare advertising offers 
  • Identify the possible placements 

Once the relevant e-commerce platforms have been identified, we examine the advertising channels available on these platforms: 

Choice of channel 

  • Choice of placement 
  • Display advertising 
  • Sponsored ads 

Product placements 

  • Video ads 
  • Native ads 
  • Search 
  • Home page 
  • Top position 
  • By category 
  • By brand 

We analyze the benefits, performance and costs of each channel and location to determine which ones best match your objectives and budget. 

Did you know? 

Choosing the right location is essential to ensuring your visibility: 

90% of sales are made on the first results page. 

30% of sales are made on the first 10 references on the first page. 


Step 4: Creation of Compelling Content 

  • Development of Advertising Content 
  • Selection of Behavioral Targeting Criteria 

We specialize in creating impactful and appealing advertising content that grabs the attention of your target audience by leveraging: 

  • Eye-catching visuals 
  • Persuasive messaging 
  • Clear calls to action 

We ensure that your ads are consistent with your target audience and harmonize with the user experience on the chosen e-commerce platform. 

Next, we choose the most suitable targeting criteria based on your objectives: 

  • Keyword targeting: target keywords entered by users 
  • Purchase history: target customers who have already purchased selected items 
  • Spending level: create target buyer groups based on their spending habits 
  • Customer journey: target based on the phase of purchase, such as category, viewed pages, and abandonment of shopping cart 

Step 5: Optimization and Performance Monitoring 

  • Metrics and Performance Analysis 
  • Ad Optimization 

Once your ads are live, we closely monitor their performance using analytics tools provided by e-commerce platforms, such as click-through rates, conversions, and return on investment. We can generate reports on different stages of the sales funnel to identify interactions and pain points. 

Based on the results and trends, we continuously make adjustments to optimize your campaigns and improve outcomes. We also take into account seasonality (e.g., Christmas, Black Friday, Summer Sales) to provide recommendations for your ad placements. 

avantage concurrentiel

To maximize your performance, we suggest running the following in parallel: 

  • Retargeting campaigns on Facebook Ads or Google Ads 
  • An Automation strategy to (re)engage your customers or target audience

Our Strength: We are experts in e-commerce

As a digital agency specialized in online advertising, we offer personalized solutions tailored to your specific needs. 

Our Expertise 

  • Strategic consulting in e-retail digital media 
  • Ad creation and design 
  • Audience profiling 
  • Tracking and analysis of collected data 
  • SEO approach to identify targeted keywords and phrases 

Our Added-Value 

  • Experience in advertising campaigns across different channels 
  • A multidisciplinary in-house team 
  • A complementary approach to various acquisition channels, strategic vision, data collection, and e-commerce site creation