RETAIL MEDIA

What is Retail Media?

For CPG, beauty, health, and wellness brands, Retail Media is essential. The competition for shelf space has extended into the digital realm, where brands must now fight for visibility on retailer websites and marketplaces. A well-executed Retail Media strategy ensures your products appear at the top of search results, in sponsored placements, and across high-converting display networks.

Front Row helps brands navigate this hyper competitive space with strategies that align performance marketing, retail partnerships, and first-party data insights to maximize ROI.

Retail Media refers to advertising on retailer-owned platforms like Amazon, Walmart, Target, and Ulta. These networks allow brands to reach high-intent shoppers at the moment of purchase, making it one of the most effective digital marketing strategies for CPG, beauty, health, and wellness brands.

Unlike traditional digital ads, which rely on third-party data, Retail Media leverages first-party shopper insights from retailers to target consumers based on actual purchasing behavior. This results in higher conversion rates and more efficient ad spend.

An effective Retail Media strategy includes:

Retailer-Specific Ad Optimization – Understanding the unique ad algorithms of Amazon, Walmart, Target, and others.
Full-Funnel Approach – Combining sponsored search, display ads, and DSP to capture consumers at every stage.
Performance Analytics – Tracking ad spend, conversions, and ROAS to continually refine campaigns.

Retail Media doesn’t exist in a vacuum. It should be integrated with social media, influencer marketing, and direct-to-consumer efforts to create a cohesive brand presence across all consumer touchpoints.

Front Row specializes in helping beauty, health, wellness, and CPG brands thrive in the Retail Media space. We understand the nuances of each retailer’s platform and create customized, data-driven strategies that drive real results.

From Frustration to 240% Growth: How Cinema Secrets Reclaimed Amazon Success

Cinema Secrets is a cult-favorite cosmetics brand trusted by professional makeup artists — but before partnering with Front Row, its Amazon strategy was fragmented, reactive, and underperforming. With limited visibility into performance metrics and minimal communication from previous partners, the brand needed a team that could turn data into direction.

Front Row’s Marketplace Partnership team transformed the experience by pairing transparency with collaboration. Through real-time analytics in Catapult, weekly strategy calls, and direct access to account leads, Cinema Secrets gained full control of its growth levers. Within just one month, the brand saw 240% month-over-month revenue growth, exceeding forecasts by 16.7% and surpassing revenue targets by 82%.

The result: sustainable growth powered by shared accountability, open communication, and a data-driven strategy that redefined what brand-agency partnership should look like.

Essity: Turning Retail Media into a Digital Growth Engine

Essity, a global leader in hygiene and health, partnered with Front Row to unlock new digital growth across the UK’s largest supermarkets. Despite strong in-store performance at Tesco and Sainsbury’s, the brand’s digital channels weren’t scaling at the same pace. Our team developed a retail media strategy designed to change that — transforming traditional retail partnerships into high-performing, data-driven digital ecosystems.

By restructuring campaigns, optimizing Sponsored Ads, and applying incremental targeting grounded in SEO intelligence, Front Row delivered measurable impact: +93% sales growth, +45% increase in clicks, and ROAS gains that outperformed Amazon by more than 20× on select brands.

Essity’s success demonstrates how Retail Media, when powered by analytics and strategic creativity, can convert retail presence into digital dominance.