Dentsu has announced the launch of Smarter Media, an AI-powered solution designed to deliver personalised buying experiences and accelerate retail media monetisation.
The initiative is a collaboration between Dentsu and Salesforce and utilises various Salesforce products, including Media Cloud, Sales Cloud, and Marketing Cloud Engagement. This suite of tools assesses a brand's current capabilities in retail media and builds a tailored roadmap to bridge the identified gaps in media, technology, and skills.
According to Salesforce's research, 80% of customers believe their experience with a company is as crucial as the company's products and services. This finding underscores the importance of enhanced retail experiences, particularly as 72% of consumers are inclined to switch brands for better deals amid the cost-of-living crisis.
Paul Lynch, Integrated Solutions Lead for Commerce and Retail UK&I at Dentsu, said, "We are hugely excited to announce the launch of Smarter Media with Salesforce, which will further support us to Innovate to Impact for our clients." He emphasised the significance of providing a comprehensive solution to create personalised buying experiences in today's experience economy.
Christopher Dean, Senior Vice President and General Manager for Communications, Media and Entertainment at Salesforce, stated, "We're excited to continue our work with Dentsu and introduce Smarter Media. By combining the power of Salesforce Media Cloud's industry-specific solution along with Dentsu's creative retail media expertise and commitment to innovation, we're helping make media technology more accessible for retailers."
Smarter Media supports brands with a detailed assessment of their existing media capabilities, identifying strengths and areas for improvement. It combines AI capabilities from both Dentsu and Salesforce to deliver consumer-focused, personalised buying experiences and incorporates real-time measurement tools to ensure the tracking of key performance indicators.
The solution facilitates rapid adoption with its "test and learn" framework, enabling businesses to refine their strategies as the quality of customer data is enhanced. This adaptability is designed to drive a return on investment efficiently within a six-month period.
Smarter Media is positioned as a comprehensive service to enhance customer experience, increase monetisation, and leverage technology insight alongside proven retail media expertise. It provides a closed-loop management system from prospect to performance and trend analysis, supporting simple and complex retail models.
This collaboration aims to democratise advanced media technology, making it accessible for businesses and enhancing their ability to provide 24/7 customer engagement and strengthen current relationships. The offering is presented as a complete outsourced model provided by Dentsu and powered by Salesforce.
