Retail Media is only considered a lower-funnel media strategy that only helps with conversions (i.e., product sales) rather than awareness, consideration, retention, or loyalty in a shopper journey. True or false?

The statement is False because Retail Media is not solely a lower-funnel media strategy focused only on conversions (product sales); it can also contribute to various stages of the shopper journey, including awareness, consideration, retention, and loyalty. While Retail Media is highly effective at driving conversions by reaching consumers who are already in a buying mindset, it also plays an important role in earlier stages of the funnel. Advertisers can use Retail Media to raise brand awareness through targeted display ads or promotional content on retail platforms, influencing consumers as they research products. Additionally, it can help in the consideration phase by presenting relevant product suggestions or offers, and by encouraging retention and loyalty through personalized recommendations, loyalty programs, and targeted re-engagement campaigns. Therefore, Retail Media can be a comprehensive strategy that supports multiple stages of the shopper journey, not just the final conversion.