Amazon, Instacart, Walmart, Target, and other retail media networks continue to command the online market, making a strong case for “if you can’t beat them, join them.” Insider Intelligence recently produced a graph showing the dominance of Walmart and Instacart in the online retail world in particular. However, every network is different, with certain perks and attributes affecting a company’s online presence—for better or worse. Logical Position often recommends Amazon Advertising solutions to our clients, but other platforms have their advantages too. Here’s a brief survey of retail media networks you should try in 2023, and the reasons why.
Walmart: Amazon Alternative
When it comes to physical retail locations, Walmart reigns. Currently, more than 3,500 Walmart stores exist in the USA, with stores in every state and a location within 10 miles of 90 percent of America’s citizens. Amazon may seem omnipresent, but Walmart is the Amazon for many rural regions, since their network can ship almost anything to any other store. Funnily, as big as they are, Walmart is often overlooked as a platform. Setting up shop with Walmart lets you access a large audience without Prime memberships and which would never find you through Google. Walmart also has the lowest barrier to entry—anyone can get on the site and start selling—and currently offer multiple incentives to get new sellers to join. Logical Position plans to push further into Walmart in 2023. That said, they’re not the only game in town. Sometimes you might prefer a more boutique experience from a larger retailer. For example…
Hitting the Target
Target is set up differently from Walmart. You need to receive an invitation to sell on their platform. But it’s more about being selective than snobbish. They only work with brands and manufacturers that make their own products. Per this article, Target’s choosiness helps them avoid controversies that Walmart and Amazon have faced with third-party sellers. It also makes Target the choice of older, affluent shoppers, willing to spend more on quality merchandise. That exclusivity works to your advantage because you’re not competing with others selling your products. A curated number of SKUs means better organic rankings, which means customers find you faster on their site.
Instacart has operated since 2012, but remains a retail media network with potential for greater growth. They continue to expand and offer new types of products, and have built an impressive core base, especially during the pandemic when people searched for new shopping platforms. Instacart doesn’t offer as many features as more developed platforms like Amazon, so it takes a little more work to set yourself up and sell there. Still, like Walmart there are lower barriers to entry and room to grow.
Kroger and CPGs
Logical Position has yet to fully engage with Kroger as an advertising platform, but we recognize their possibilities/potential. A mix of Walmart and Instacart, during the pandemic Kroger’s platform was a natural resource for consumer packaged goods (CPGs), such as food, drinks, general household items, and other frequently used products. Building their base allowed them to pivot toward becoming a more retail marketing-oriented network. That’s good, but it’s also worth mentioning that having a large sales volume on Kroger’s site gives you leverage to get your products placed on their physical stores’ shelves. This also applies to Target and Walmart, with Walmart aggressively looking for ways to build in-store presence through online marketing.
That’s our selection of retail media networks you should try in 2023, with several alternatives to Amazon marketing services. As mentioned, LP believes in the power of Amazon Advertising services, but we always suggest what’s best for our clients. If you can find and join a new platform that isn’t cannibalizing from the platforms you’re already on, it can only be good for your business. Being the first on the scene is always an advantage. Establish your company’s presence on these sites before your competition shows up. Contact Logical Position for more information!