Release of "Retail Media Trend Report ~ARUTANA Lab Vol.3~", a Thorough Comparison of the Strengths and Weaknesses of 5 Major Platforms in the Retail Media Market

DearOne Inc. (Headquarters: Minato-ku, Tokyo; CEO: Yasuhisa Kono), a new business-type subsidiary of NTT DOCOMO, Inc. in the marketing field, has released the "Retail Media Trend Report ~ARUTANA Lab Vol.3~", which thoroughly compares the strengths and weaknesses of five major platforms in the retail media market.

This report compares the five major genres of e-commerce, digital flyers, payment/points, digital signage, and official apps across four behavioral axes, organizing the judgment criteria for selecting the "platform that solves your company's issues."

■ Main Topics of this Report

In this 27-page report, we clarify the structural issues faced by retail businesses in the expanding retail media market and explain the guidelines for maximizing media value.

1. The standard for choosing is in shopper behavior: A thorough comparison of the 5 major platforms

In response to the question "Where should we invest?", we analyze the five major genres—e-commerce, digital flyers, payments, signage, and official apps—along a behavioral axis from "out-of-store (planning)" to "in-store (execution)". We present investment decision criteria based on the structure of which media contributes most to "purchase decisions."

2. Balancing in-app advertising and UI/UX: The structural problem of frequency (contact frequency)

The biggest concerns when turning a retail official app into a medium are the "limits of reach" and the "degradation of user experience (UX) due to frequency concentration." This report organizes methods to solve this issue not by the "presence or absence of ads" but by the "delivery mechanism." It explains a structure that maximizes revenue without compromising the app's usability by expanding the delivery surface through networking, thereby distributing the advertising load per person.

3. Choosing a strategic model: A method to break through the "two walls" that hinder monetization

How can official apps break through the "reach wall" and "frequency wall" they face? We organize the benefits of different strategic models and show a path to achieve both the monetization and the preservation of the company's carefully nurtured CRM foundation.

Through these analyses, this report summarizes an approach to simultaneously maintain user experience and maximize revenue while leveraging the CRM foundation that is essential for the success of future retail media.

■ Retail Media Trend Report ~ARUTANA Lab Vol.3~

Contents