{"id":146932,"date":"2025-07-22T09:00:42","date_gmt":"2025-07-22T13:00:42","guid":{"rendered":"https:\/\/www.rithum.com\/?p=146932"},"modified":"2025-07-22T09:04:08","modified_gmt":"2025-07-22T13:04:08","slug":"the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/au\/blog\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\/","title":{"rendered":"The Future of Retail Media & 5 Industry Shifts I\u2019m Still Thinking About After the Retaili$tic Recording"},"content":{"rendered":"

The most significant changes in retail aren\u2019t always the flashiest. I\u2019ve sat on both the retailer and tech side of the table, and I\u2019ve learned that trends in this space often grow gradually. Paying attention to the smaller shifts can alert you <\/span>to<\/span> the seismic shakeups that lie ahead.<\/span>\u00a0<\/span><\/p>\n

When <\/span>Sam Howard, Rithum\u2019s Head of Merchandising<\/span><\/a>, and I joined the <\/span>Retaili$tic Podcast<\/span><\/a>, we covered a lot of the trends impacting the industry<\/span>. <\/span>Some <\/span>were<\/span> major focal points across the industry, while others <\/span>were<\/span> smaller ones we\u2019ve kept an eye on at Rithum. Here are five that I\u2019ll be watching after our discussion on Retaili$tic\u2014and what lies ahead for each.<\/span><\/p>\n

1. The brand vs.\u202fretailer divide is disappearing<\/span><\/b><\/h2>\n

Not long ago, there was a distinct difference between brands and retailers. But that line has become increasingly blurred: business models are blending, and so are the problems leaders face.<\/span>\u00a0<\/span><\/p>\n

As Sam said on the podcast, the continued adoption of direct-to-consumer (DTC) strategies is what\u2019s closing the gap: \u201cThere\u2019s seldom a differentiation between a retailer and a brand anymore because so many brands are leaning into DTC expansion and creating a connection with the customer . . . most brands are retailers in and of themselves.\u201d<\/span>\u00a0<\/span><\/p>\n

This strategic convergence means that the pain points once unique to eithe<\/span>r brands or retailers <\/span>are now shared. <\/span>Marketplace integrations,<\/span><\/a> fulfillment<\/span><\/a>, <\/span>return<\/span><\/a> policies, and <\/span>retail media<\/span><\/a> are all creating challenges for businesses looking to connect with customers, and it\u2019s why companies need platforms and partnerships that can flex across models.<\/span>\u00a0<\/span><\/p>\n

2. Merchants are analysts<\/span><\/b><\/h2>\n

There\u2019s a persistent myth that merchants are purely creatives: taste-driven, product-focused, instinct-led. But that\u2019s only part of the picture. The reality is that modern merchants are weighing <\/span>increasingly sophisticated analytics <\/span><\/a>as heavily as intuition.<\/span>\u00a0<\/span><\/p>\n

During the episode, I spoke on my experience with merchants embracing data:\u202f\u201cMerchants are completely data-obsessed. Their job is so dependent on reading the data and following it. For both profitability and performance \u2026 they\u2019re looking at a lot of things.\u201d<\/span>\u00a0<\/span><\/p>\n

Supporting merchants\u2019 data-driven decision making is where Rithum shines. We help merchants become better analysts by surfacing performance metrics beyond sales. <\/span>O<\/span>ur clients understand what their customers <\/span>need<\/span>, and Rithum provides data-based insights t<\/span>hat<\/span> empower them to meet those needs<\/span>.<\/span>\u00a0<\/span><\/p>\n

3. Smart retailers are turning physical space into strategy<\/span><\/b><\/h2>\n

Physical stores aren\u2019t dead, but they\u2019re not just stores anymore, either. Retailers are reimagining how their square footage serves marketing, fulfillment, community, and experience.<\/span>\u00a0<\/span><\/p>\n

I shared her vision for the future of physical retail, and I stand by it: Today, when you go <\/span>to a store<\/span> and try an item on, but you don\u2019t necessarily leave with it. You order it online and it gets sent from somewhere else. That\u2019s where I see it heading: physical locations becoming more of showrooms and experiences.<\/span>\u00a0<\/span><\/p>\n

This isn\u2019t a shocking shift, as it aligns with what we hear from clients: <\/span>Gen Z<\/span><\/a> wants more than a\u202ftransaction. They want an experience as much as they want the product, if not more. Retailers are embracing this and experimenting with spaces that function as marketing, content, and fulfillment centers all\u202fat once.<\/span>\u00a0<\/span><\/p>\n

4. <\/span>The future of retail media is generative and intent-driven<\/span><\/b><\/h2>\n

AI has flipped retail media on its head. It\u2019s no longer just about ads; instead, a strategy to meet today\u2019s search behaviors needs to encompass all kinds of discovery avenues.\u00a0<\/span>\u00a0<\/span><\/p>\n

Traditionally, retail media was all about search engine marketing for brands.<\/span> N<\/span>ow it\u2019s shifting to what we\u2019re calling <\/span>GEO, or generative engine optimization. <\/span>When you type into ChatGPT, \u2018Find me these running shoes under $150,\u2019 you have a much more focused intent. That\u2019s different than showing up on a site to browse. (I dive into this more on the podcast, <\/span>give it a listen if you want more details<\/span><\/a>).<\/span>\u00a0<\/span><\/p>\n

This is a huge shift. It changes how brands build product pages, structure metadata, and leverage tools needed to get found. At Rithum, <\/span>we\u2019re already exploring how to support brands<\/span><\/a> as shoppers turn to AI tools for recommendations, and are ready to help those who want to revamp their strategies.<\/span>\u00a0<\/span><\/p>\n

5. Consumers want to buy from brands that reflect their values<\/span><\/b><\/h2>\n

Consumers\u2019 preferences extend beyond product quality and pricing. What ultimately fosters lasting loyalty<\/span> (<\/span>particularly<\/span><\/a> among Gen Z<\/span><\/a>) <\/span>is alignment on values and identity.<\/span>\u00a0<\/span><\/p>\n

\u201cEspecially for younger generations, people want brands and retailers to play into their value set,\u201d Sam explained. \u201cThe more brands and retailers can reflect those values\u2014in events, in partnerships\u2014th<\/span>e more<\/span> authentic it feels. I think that authenticity is just so valuable.\u201d<\/span>\u00a0<\/span><\/p>\n

Our returns data backs this up.<\/span><\/a> 88% of consumers\u202fsaid they expect free returns, but more than half said they\u2019d accept restrictions if\u202fframed as environmentally responsible. This is where loyalty lives now\u2014in values, not\u202fjust in pr<\/span>oducts<\/span>.<\/span>\u00a0<\/span><\/p>\n

Staying a step ahead of emerging trends<\/span><\/b>\u00a0<\/span><\/h2>\n

These shifts are redefining how brands and retailers operate.<\/span> At Rithum, we work to make that transformation easier. Whether it\u2019s aligning inventory models, surfacing performance insights, or helping brands show up where discovery happens, we equip our clients with the tools to stay ahead.<\/span>\u00a0<\/span><\/p>\n

Check out the podcast for <\/span><\/a>the full discussion<\/span><\/a>, and <\/span>reach out to our team<\/span><\/a> if you want to talk about these trends in more detail\u2014we\u2019d love to hear what\u2019s on your mind.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Some quotes have been lightly edited for context and clarity.<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The most significant changes in retail aren\u2019t always the flashiest. I\u2019ve sat on both the retailer and tech side of the table, and I\u2019ve learned that trends in this space often grow gradually. Paying attention to the smaller shifts can alert you to the seismic shakeups that lie ahead.\u00a0 When Sam Howard, Rithum\u2019s Head of […]<\/p>\n","protected":false},"author":167,"featured_media":146928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9575,7684],"asset-type":[13744,5162],"audience":[13407,13410],"bio":[15605],"topic":[7767],"class_list":["post-146932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-e-commerce-au","tag-multichannel-au","asset-type-blog-au","asset-type-webinar","audience-brands-suppliers-au","audience-retailers-au","bio-ellie-williams-au","topic-e-commerce-au"],"acf":[],"yoast_head":"\nThe Future of Retail Media & 5 Industry Shifts I\u2019m Still Thinking About After the Retaili$tic Recording - Rithum<\/title>\n<meta name=\"description\" content=\"Here are five ecommerce trends that I\u2019ll be watching after our discussion on Retaili$tic\u2014and what lies ahead for each.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Retail Media & 5 Industry Shifts I\u2019m Still Thinking About After the Retaili$tic Recording\" \/>\n<meta property=\"og:description\" content=\"Here are five ecommerce trends that I\u2019ll be watching after our discussion on Retaili$tic\u2014and what lies ahead for each.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/old.rithum.com\/au\/blog\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\/\" \/>\n<meta property=\"og:site_name\" content=\"Rithum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/rithumcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-22T13:00:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-22T13:04:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/old.rithum.com\/wp-content\/uploads\/2025\/07\/The-Retailitic-Podcast-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"682\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Gretchen Salois\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:site\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gretchen Salois\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/\"},\"author\":{\"name\":\"Gretchen Salois\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/#\\\/schema\\\/person\\\/cf7b8988d399570a4ce07c8298f19fd4\"},\"headline\":\"The Future of Retail Media & 5 Industry Shifts I\u2019m Still Thinking About After the Retaili$tic Recording\",\"datePublished\":\"2025-07-22T13:00:42+00:00\",\"dateModified\":\"2025-07-22T13:04:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/\"},\"wordCount\":930,\"publisher\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/old.rithum.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/The-Retailitic-Podcast-2.png\",\"keywords\":[\"E-commerce\",\"multichannel\"],\"inLanguage\":\"en-AU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/\",\"url\":\"https:\\\/\\\/old.rithum.com\\\/au\\\/blog\\\/the-future-of-retail-media-5-industry-shifts-im-still-thinking-about-after-the-retailitic-recording\\\/\",\"name\":\"The Future of Retail Media & 5 Industry Shifts I\u2019m Still Thinking About After the Retaili$tic Recording - 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