19th October 2023. Get ready to explore the current state of retail (media), get inspired by using new sales channels and learn more about the next gen buy shift. Industry experts will share their insights and success stories that are reshaping our industry today.

1. COMMERCE
DAY 2023

2. AGENDA

3. Marc Verschoor
CEO Publicis ,Groupe
WELCOME

4. WHAT’S HAPPENING IN RETAIL
Dirk Mulder
Sector Banker Trade & Retail, ING

18. KEEPING UP WITH RETAIL MEDIA
Rik Mulder
Head of Commerce, Publicis Groupe

19. 28 October 2023
KEEPING UP
WITH RETAIL
MEDIA
October 17, 2023

23. DIAGRAM
IAB EUROPE DEFINITION
Source: IAB Europe 2023

24. BUILDING OUT A (SECONDARY) REVENUE STREAM
THE SHIFT TO ECOMMERCE CREATES COSTS FOR RETAILERS.
Source: Amazon
‘’I WONDER WHAT
UNIT PROFITABILTY
WAS IN 2017
WITHOUT
ADVERTISING’’

25. TRENDS THAT FUEL RETAIL MEDIA GROWTH
THIRD WAVE OF ADVERTISING
Source: eMarketer 2022
DIGITAL ADS IN-STORE
Trend 1
Decline lineair TV
Trend 2
Deprecation
3rd party cookies
Trend 3
Digitazation of
in-store environment
TV
RETAIL
MEDIA

26. EXPLOSION OF RETAIL MEDIA OFFERINGS
SELLING MEDIA SERVICES
Source: IAB Europe 2023
40
64
89
0
10
20
30
40
50
60
70
80
90
100
2020 2021 2022
Retailers in Europe that have an online retail media offering

27. RETAIL MEDIA IS JUST GETTING STARTED
NETHERLANDS AND BELGIUM
Source: IAB Europe 2023
Zalando
Jumbo
Delhaize
Albert Heijn
Amazon
NL
Bol
MediaMarkt
Plus
Spar
Kruidvat
Etos
Game Mania
Kijkshop
Amazon
BE
Flink
Parfumdreams
Douglas
Fonq

28. REVISED FORECAST
RETAIL MEDIA WILL SURPASS TRADITIONAL TV ADVERTISING SPEND BY 2027
Source: IAB Europe 2023
8,978
10,538
14,322
18,434
21,907
0
5
10
15
20
25
2022 2023 2024 2025 2026
Europe: retail media ad spend (€m)
Retail Media
Previous forecast:
€25bn

29. AMAZON IS 78% OF THE MARKET
HIDDEN NUMBERS
Source: IAB Europe 2023
0
5
10
15
20
25
2022 2023 2024 2025 2026
Europe: retail media ad spend (€m)
Outside Amazon Amazon

30. REMOVING AMAZON
IT’S STILL A HEALTHY AND EXCITING BUSINESS
Source: IAB Europe 2023
2,089 2,607
3,839
5,341
6,732
0
5
10
15
20
25
2022 2023 2024 2025 2026
Europe: retail media ad spend (€m) – Outside Amazon
Outside Amazon
+25%
+47%
+39%
+26%

31. RETAIL MEDIA IS GROWING FAST
DESPITE MATURING AD MARKET AND SLOW ECONOMY
Source: IAB Europe 2023
9,80%
2,80%
11% 9,80% 7,60%
33,10%
24,80%
47,20%
39,10%
26,10%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
2022 2023 2024 2025 2026
Europe: digital advertising growth (year-on-Year)
Total Digital Advertising Retail Media Outside Amazon

32. HOW IS THE NETHERLANDS POSITIONED?
30% GROWTH, PER YEAR, ON AVERAGE PREDICTED BETWEEN 2022 AND 2026
Source: IAB Europe 2023
705
567
299
185
150
111
58
163
0 100 200 300 400 500 600 700 800
UK
Germany
France
Netherlands
Poland
Spain
Italy
Other
2022: retail media ad spend (€m) – Outside Amazon
+29.8%

33. EUROPE STILL HAS A LOT OF POTENTIAL
EUROPE STILL BEHIND OTHER REGIONS
Source: IAB Europe 2023
49,3
33,8
10,5
165,1
197,8
98,0
0,0
50,0
100,0
150,0
200,0
250,0
China US Europe
Retail Media vs Total Digital Ad Spend by Region (2023)
Retail Media Total Digital

34. CHALLENGES WITHIN RETAIL MEDIA
HOW DO WE MATURE THE MARKET OF RETAIL MEDIA
Standardization Dynamics
Fragmentation
Measurement
1 2 3 4

37. TRENDS IN RETAIL MEDIA
RETAIL MEDIA 2.0
Digitization of
in-store experience
1st party retailer
data activation
(3rd party)
Self-Service Platforms
Branded creatives
(interactive
& shoppable)
1 2 3 4

39. 28 October 2023
THANKS

40. ALBERT HEIJN VISION ON RETAIL MEDIA
Bas Komen
Director Sales & Media Performance, Albert Heijn

41. Welkom
Welcome

42. Bas

43. We go way back…

44. Advertisers’ needs
Your target audience
at the right moment
with a relevant message
Reaching..
..to drive sales or brand awareness

45. ROI
Media budgets under pressure
to drive higher ROI’s

46. Advertisers needs
=
Match with Grocery
offer
Mass reach
Frequency
Within a target audience (data)
Effect on their media
(ROI on Sales & Brand)

47. "Albert Heijn is the largest
customer of Retail Media
itself"
Creating brand equity: Purpose
And.. generate sales: Market share
Always ‘Double Duty’:

48. Why do we offer
Retail Media?
Matching advertisers’ needs
Alternative for traditional media
Driving profit to invest in
Sustainability, Talent and Adtech
Increasing relevance for our customers

49. Welkom

50. Driving succes?

51. Inhouse Outsourced
How to organise?
Inhouse vs. Outsourced?

52. Retail Media
Challenge?

53. Sales Brand

54. RETAIL
MEDIA
=MASS
MEDIA

55. INCREASE
BRAND
AWARENESS
COMBINATION OF RETAIL MEDIA AND
ATL MEDIA CAUSES AN UPLIFT IN BRAND
AWARENESS
DOOH VIA AHRMS IS 7x COST
EFFICIENT THAN DOOH ATL

56. SALES
BOOSTER
RETAIL MEDIA IS STRONG IN
REALISING SALES UPLIFTS
AH RETAIL MEDIA DELIVERS >3X
HIGHER ROAS COMPARED TO
OTHER MEDIA CHANNELS

57. Roadmap

58. What
happens in
the Retail
Media
branche?

59. Self Service Platform
Ease, Full Control & Realtime

60. FOOD NON FOOD

61. Thank you!
Bas Komen

62. WHATSAPP FOR SALES,
MARKETING AND RETENTION
Nick Blom
CEO, Conversation 24

63. WHATSAPP FOR SALES,
MARKETING AND RETENTION
Nick Blom
CEO, Conversation24

64. 50
Employees
The Netherlands
Headquarters
13
Countries
5
Languages
Global brands
About Conversation24

65. Cases
“So different, yet so much in common”

66. Thank you!
Nick Blom (CEO)
+31614698366 (WhatsApp)
nick@conversation24.com
www.linkedin.com/in/nickblom/
www.conversation24.com

67. NEXT GEN BUY SHIFT
Renee van den Oetelaar
Head of Boomerang FT
Nick Blom
Head of Talent, Boomerang FT

69. 2
Renee
Head of Boomerang FT. /
strategist
Dean
Head of Talent /
media strategist
WHO
ARE
WE?

70. 3
Inform
KEY
T
AKEAWAYS
Inspire Explore

71. 4
The Next Gen Buy Shift
Introduction to Boomerang FT.
Gen Z is here and has something to say
The sad life cycle of Gen Z
The Shift
• TikTok Made Me Buy It
• Girl Math
• Buy now, pay later
• Gen Z & luxury
Conclusion
CONTENTS

72. Content Creators are our biggest
future threat, they’re becoming our
future (agency) competitors.
5
😱

73. The next gen has a different mindset,
another POV of the world, and a 6th
sense for recognizing advertising.
6
🤯

75. 8
✦ Providing side jobs for
future talent
✦ Providing the next gen
mindset for brands
crazy-good-idea_shakeonit.gif

76. Services
9
FT.INTELLIGENCE
Trend watching, trend reports, kitchen
reviews by FT’s, focus groups with FT’s,
insights generators, topical strategies.
FT.CREATION
Campaign plans, content creation,
pitches, create topicals, always-on
approaches & social guidelines.

77. 10
Mijs
Future Talent /
Creative dreamer
Romee
Future Talent /
Visual future storyteller
Denzel
Future Talent /
Creative path
fi
nder
Jochem
Future Talent /
Creative community thinker
Thomas
Future Talent /
‘AR pirate’ aka 3D designer,
Editor
Shen
Future Talent
Creative Concepter
Kailee
Future Talent /
Content visionair
Jerome
Future Talent /
Creative Concepter,
videographer, Editor
+100MORE
MEET
THE
FT’S

79. GEN Z IS HERE AND
HAS SOMETHING TO SAY
🗣
12

80. Gen Z
breakdown
13

81. 14
THE SAD LIFE
CYCLE OF
GEN Z

82. 15
Hit puberty during Digital Age
Fast-and need speci
fi
c consumption
behaviour leading to a shorter attention
span and a constant need for entrainment
Over consumption causing
anxiety, peer pressure, and a
lower self-esteem
Rise of in
fl
uencers: Gen’z best
loyal online friends there to
support them <3
Outsmarting the online
mass and regaining power:
> Bye macro in
fl
uencers,
hello creator society
Gen-Z are their own brand:
loyalty with a brand when their
story feels authentic
Shift traditional marketing strategies to
online still with traditional intentions to
trick consumers into buying the products
TRUST ISSUES!
Sad lifecycle
of Gen-Z
(by a Gen-Z) 💧

83. 16
THE SHIFT

84. 17
#TIKTOKMADE
MEBUYIT

85. In the world of TikTok,
micro-influencers have
emerged as the key
catalysts for consumer
purchase decisions.
Why?
• Strong connection with
community
• Micro > macro
18

86. With an astounding 53% of Millennial
TikTok users admitting to visiting a
restaurant
after seeing it on the platform, the
influence of TikTok on dining choices
is undeniable.
19

87. 20
#GIRLMA
TH

88. 21
A trend that is all about the financial behaviour
of the new generation and how they justify
everything when buying stuff they actually
don’t need.

89. 22

90. 23
“Girl Math is just the latest iteration
of us trying to rationalize financial
behaviors that we know we shouldn’t
be doing.”
Brad Klontz - psychologist & financial advisor

91. 24
BUY NOW,
PAY LA
TER <3

92. #TikTokMadeMeBuyIt trend is
still influencing the new
generation. But how can they
afford this? BPNL aka Buy
Now, Pay Later.
25
Nearly One in Four Gen Z Shoppers Won’t Buy If
BNPL Not Offered
(Pymnts, 2023)

93. 26
Gen Z’s BNPL behavior
spikes for clothing,
which is the most
important thing when
they use BNPL. Other
important spikes are
Electronics &
Restaurants.
Other
40,1%
Restaurant
10,2%
Electronics
10,6%
Clothing
39,1%
🛒

94. 27
GEN Z &
LUXURY

95. While luxury may not be
the main character in
every Gen Z’s story,
it does play an intriguing
role.

96. 29
Gen Alpha - Shows off
In a society where young people are splurging on luxury at a younger age,
there’s an uptick of stylish Gen Alpha fashionistas making their mark across
the socials sharing their luxe lifestyle on social media.

97. 30
Gen Z
Social luxury
Socializing is increasingly a luxury
"I Can’t Afford My Friends Anymore”
As in
fl
ation remains high and interest rates soar, more (young) people are
losing friendships because of money. Friendships are becoming increasingly
expensive. With the prices of dinners, trips, or shopping - typical things you
do together with friends - having risen sharply in recent years, this puts
pressure on some friendships.

98. 31
SO, WHA
T
DOES THIS
MEAN?

99. Key takeaways
• Incorporate micro-influencers as they are way more in
tune with their community.
• Brands need to be wary of financial social trends.
• There is a hyper awareness about Gen-Z’s own brand
and how they want the world to look at them and act
towards them.
32

100. THANKYOU!