Retail Media the Italian Way: FMCG’s New Frontier

This study explores the emergence of Retail Media within the Fast-Moving Consumer Goods (FMCG) sector in Italy, with a focus on the role of Regional Retail Media Networks (RRMNs). Employing an empirics-first approach, data were collected through LinkedIn surveys and structured interviews with professionals from key industry stakeholders, including Brands, Retailers, and Agencies. The research aims to assess the expectations, experiences, and satisfaction levels of these actors, identifying any alignment or divergence in their goals. The findings suggest that Retail Media offers opportunities for innovation in advertising strategies, particularly in targeting local, highly personalized audiences. However, there are significant organizational challenges, especially regarding coordination between online and offline media efforts. The research also highlights a misalignment in objectives between Brands, which focus on differentiation and efficiency, and Retailers, who prioritize revenue growth and channel partnerships. The study’s originality lies in its focus on Italy’s regional market dynamics and its investigation into the practical applications of Retail Media, particularly in terms of its potential to enhance loyalty programs and integrated marketing strategies. The paper concludes by suggesting key managerial actions to align objectives and metrics across stakeholders to maximize Retail Media’s effectiveness in the FMCG sector.