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SEPTEMBER 28, 2026 |
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Brands and retailers both drive revenue by serving and engaging customers, yet separate teams within each organization serve different functions and reach customers through different channels. Commerce media experts who spoke at a recent conversation hosted by Mars United Commerce described ways to bring these competing interests closer. |
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Commerce media combines two traditionally separate areas: the channels brands use to communicate with customers, and the touchpoints and data retailers use to engage shoppers and drive purchases. When brands align internally around commerce media strategies, they bring these teams together and move the organization closer to shared revenue goals. |
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Both brand engagement with consumers and retailers’ engagement with shoppers provide similar opportunities to drive revenue. Divisions within brand and retail organizations distort this similarity. |
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“Every brand experience is a commerce opportunity, and every commerce opportunity is a brand experience,” said Kandi Arrington, executive vice president, retail consultancy, for Mars United Commerce, in the recent talk. “The consumer journey is probably more connected than ever. I don’t feel like the customer experience is fragmented, but how we plan it is.” |
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DoorDash is giving brands a view into local store shelves to show product availability and help them shift marketing accordingly. |
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Inventory Insights offers a real-time, location-based picture of shelf stock across DoorDash’s growing retail business. The data is available to brands using Brand Center, DoorDash’s new intelligence platform. |
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Insights into inventory are generated through Dashers, who capture a daily average of more than 1 million shelf signals through store visits on behalf of consumers, and AI, which analyzes these signals to articulate what’s happening on the shelf. |
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Brands can make localized marketing decisions based on how their products are selling in stores and assess their performance against competitors’. That data can then be used to power larger customer acquisition strategies. |
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