#United States #San Francisco #Retail Media #Skai #NIQ

Skai and NIQ's Strategic Alliance

In a groundbreaking move, Skai, a premier omnichannel advertising platform, has officially partnered with NIQ, renowned for being the foremost consumer intelligence and omnichannel analytics firm. This alliance aims to elevate the performance of retail media through advanced digital shelf intelligence and enhanced omnichannel measurement capabilities.

Enhancing Retail Media with Innovative Insights

The collaboration starts with the integration of NIQ’s Digital Shelf insights into Skai’s advertising platform. This integration includes comprehensive data related to product content, inventory levels, pricing strategies, promotions, and much more. By weaving in these insights, marketers can implement real-time, data-driven adjustments to improve profitability, boost incremental sales, and increase market share through retail media networks on a global scale.

Harriet Dykes, Retail Media Director at Dentsu, expressed optimism regarding this partnership, stating, “This collaboration unlocks capabilities we haven't had access to before via any of our partners. With metrics like total share of search, competitors’ paid and organic share, and out-of-stock data directly accessible in Skai, we can set up automated, keyword-level actions for retailers across Epsilon and Criteo.”

This operational prowess allows brands and agencies to allocate budgets with high precision, enabling them to adapt and react in real-time against their competitors, marking a pivotal enhancement in optimizing retail media's efficacy for their clients.

Unmatched Benefits of the Alliance

The strategic alliance promises several benefits for businesses leveraging their advertising strategies within the retail sector:

1. Boosting Return on Ad Spend (ROAS): By prioritizing keywords with low organic rankings and share of voice (SOV), marketers can optimize the efficiency of their paid media campaigns.
2. Real-Time Competitive Edge: The system allows for the real-time adaptation of bids and strategies based on the paid and organic activities of competitors, granting marketers a tactical advantage.
3. Maximizing Campaign Conversions: Utilizing insights pertaining to product quality empowers brands to refine their content and yield significant results.
4. Inventory-Aware Campaigns: The capability to adjust campaigns dynamically based on product availability and competitor stock levels ensures that marketing activities are always in sync with market realities.

Future Plans for Enhanced Collaboration

Looking forward, Skai and NIQ are set to broaden their cooperation further. They plan to incorporate NIQ’s Point of Sales data into their alliance to measure incrementality. There are also discussions on exploring the synergies between Skai Decision Pro’s forecasting abilities and NIQ’s Media Mix Modeling solutions. The goal remains to provide brands with a singular perspective on their media investments, allowing them to devise smarter strategies across the entire omnichannel commerce ecosystem.

Andrew Criezis, President of NIQ, commented, “Brands and agencies now have the tools they need to capitalize on retail media opportunities while staying agile in the face of market dynamics. This alliance offers a comprehensive approach to optimizing retail media investments with real-time, actionable data.”

Gil Sadeh, President of Skai, echoed the excitement for this partnership, stating, “We are thrilled to collaborate with NIQ to deliver unmatched digital shelf intelligence within the Skai platform. This collaboration is just the beginning; we look forward to bringing even greater value and innovation to our clients in the months ahead.”

About Skai and NIQ

Skai has established itself as a leader in the realm of omnichannel advertising. It empowers brands and agencies to run data-driven programs across diverse commerce media, ensuring impactful results through AI-enhanced solutions.

On the other hand, NIQ continues to lead as a consumer intelligence powerhouse, combining forces with GfK in 2023 to bring unmatched scope and analytical strength to understanding consumer behavior globally.

Conclusion

The strategic alliance between Skai and NIQ is set to redefine retail media performance, offering marketers unprecedented access to digital shelf intelligence and omnichannel analytics. With these transformative tools, the landscape of retail media advertising seems poised for significant advancement.