Introduction

There is no shortage of retail media-focused research out there, so we decided to seek the views of the people who matter most: shoppers.

Our study shows shopper expectations are higher than they've ever been but that the fundamentals still apply: data sharing must offer clear and strong benefits, relevance and timeliness.

The report captures the perspective of grocery shoppers from across the United States and United Kingdom and asks them the all important questions.

Rather than trying to understand what retail media is delivering for brands, or how retailers are evolving their propositions, this study asks - how does retail media feel from the other side? How do shoppers see it, what do they find useful about it, and when does it cross the line from relevant to intrusive? With a forward-looking lens, we also ask, what do you want to see next?

Retail media is most commonly described as a channel.

In this report, we treat it as an experience – and find out what shoppers really want as that experience continues to evolve.