Ad placement
Strategic positioning of advertisements within the retail space (physical or digital) to maximize visibility and impact.
Audience
The target group that a marketing campaign aims to reach, defined by demographics, interests, and behaviors.
Buyer journey
The process a buyer goes through from awareness to purchase, influencing their decisions at each stage.
Banner ad
A digital advertisement, typically rectangular in shape, displayed on websites to promote a brand or product and drive traffic through a clickable link.
Brand awareness
The level of recognition a brand has among consumers, reflecting its visibility and reputation in the market.
Branding (in-store):
Tactics used to highlight visual identity and brand messages within a retail environment to enhance recognition.
Cart impact
Strategies aimed at influencing purchase decisions once the consumer has products in their cart (physical or digital).
CPM
A pricing model where advertisers pay for every thousand views of an ad, measuring exposure and brand visibility.
CPA
A metric where advertisers only pay when a specific action, such as a purchase, is completed, highlighting performance.
Conversion – conversion rate
The percentage of users who complete a desired action, such as a purchase, out of the total who interacted with an ad or website.
Consideration
A stage in the buyer’s journey where potential customers actively evaluate different products or services before deciding to purchase.
Customer attention
The strategy of capturing and maintaining shoppers’ interest at the point of sale, ensuring a positive and engaging shopping experience.
Coverage
The total number of unique users who see an ad or content, reflecting the reach and visibility of the advertisement.
CTA (Call To Action)
A copy or button that prompts users to take a specific action, such as “Buy Now” or “Learn More,” guiding them along their customer journey.
CPC
A digital advertising model in which advertisers pay each time a user clicks on their ad, measuring engagement and interest.
Cookie
A small data file stored on users’ devices, allowing websites to remember their preferences and track behavior for targeted advertising.
Customer experience
The overall experience a consumer has during their interaction with a brand or store, encompassing every touchpoint.
Cross-selling
A sales technique that promotes complementary products to increase the overall purchase value or ticket size.
Data-driven marketing
Strategies based on buyer behavior data to personalize campaigns.
Display advertising
Digital advertising strategically placed in physical stores or digital platforms.
Direct Mail (correo directo)
A marketing approach that sends physical promotional materials directly to consumers’ mailboxes, aiming to create a personalized touch.
Digital signage
Digital screens that display dynamic advertisements or promotional information.
Digital Out Of Home (DOOH)
Digital advertising that appears in public places, such as screens in shopping malls, airports, or public transportation, reaching consumers outside their homes.
DWELL TIME
The time users spend on a specific webpage or advertisement, indicating the level of interaction and interest.
Endcap
A product display located at the end of store aisles, designed to highlight featured items and promotions to attract shoppers’ attention.
Eye-level marketing
A strategy that places products at the shopper’s eye level to maximize visibility and increase the likelihood of purchase.
Experience economy
A business model focused on creating memorable shopping experiences for consumers, enhancing customer satisfaction and brand loyalty.
Engagement
The level of interaction and emotional connection a consumer has with a brand or campaign, often measured by actions like likes, shares, or comments.
End – to – end
Refers to the complete process of planning and executing retail media, from initial strategy to final purchase and measurement.
Fidelity card
Loyalty cards used to offer rewards and promotions to regular customers, encouraging repeat business.
Flyers
Printed leaflets or brochures that promote offers and products within a retail space, designed to inform and attract customers.
Floor advertising
Advertisements placed on store floors to capture consumers’ attention as they navigate through space.
First – party – data
Data collected directly from customers by a company, used for personalized marketing and insights, ensuring data accuracy and privacy.
Geotargeting
The use of a consumer’s physical location to deliver relevant ads or promotions, enhancing the personalization of marketing efforts.
Gift with purchase (GWP)
An incentive where customers receive a free gift upon purchasing a specific product, aimed at increasing sales and enhancing customer satisfaction.
Guerrilla marketing
Unconventional and low-cost advertising strategies that create a significant impact at the point of sale, often surprising the consumer.
GRPS
A metric that measures the reach and frequency of an advertising campaign, calculated as reach multiplied by frequency.
Heatmap
A tool that visually represents the most trafficked or viewed areas in a physical store or on a webpage, providing insights into consumer behavior.
Head-up display
Technology that projects visual information directly into the consumer’s field of view, enhancing their shopping experience without distractions.
Hiperpersonalización
Extreme customization of advertising messages and offers based on individual consumer behavior and preferences.
In-store media
Advertising media implemented within physical retail locations to influence consumer behavior and enhance brand visibility at the point of sale.
Interactive displays
Screens that allow customer interaction to obtain more information or personalize their shopping experience, enhancing engagement and satisfaction.
Impulse buying
Unplanned purchases triggered by product placement or promotions within the store, capitalizing on spontaneous buying decisions.
Impresiones
Refers to the number of times an ad is displayed or appears on a screen, regardless of user interaction, measuring ad exposure and campaign reach.
Just-in-time advertising
Advertising launched precisely when the shopper is making purchasing decisions, maximizing relevance and impact.
Journey mapping
The analysis of the customer’s journey through their interaction with a store or brand, identifying key touchpoints and improving the overall experience.
Joint promotions
Collaborative promotions between two or more brands within a store, designed to attract customers and enhance sales through mutual benefits.
Key performance indicators (KPIs)
Key metrics used to evaluate the success of a retail media campaign, helping to track and improve performance.
Know your customer (KYC)
A process to gather detailed information about customers to enhance the personalization and effectiveness of marketing campaigns.
Kiosk advertising
The use of interactive kiosks in stores to display personalized ads and promotions, enhancing customer engagement.
Landing page in-store
A digital destination within a store’s environment, serving as an extension of the in-store shopping experience.
Location-based marketing
Advertising that targets consumers based on their current physical location within or near a store.
Loyalty program
A program designed to reward frequent customers, encouraging repeat purchases and building brand loyalty.
Merchandising
Strategies for product presentation in-store to maximize sales and enhance the shopping experience.
Media mix
The combination of various media and advertising formats used to optimize a retail campaign’s effectiveness.
Mobile in-store advertising
Ads sent to mobile devices while customers are shopping in-store, tailored to their immediate context.
Media monetization
The process of generating revenue from media content, channels, or platforms through ad sales, subscriptions, or partnerships.
Neuromarketing
Marketing techniques that study how consumers’ brains respond to different advertising stimuli to optimize messaging and engagement.
Nudge marketing
Subtle techniques that influence consumer purchasing decisions in a non-intrusive way.
Native advertising
Ads that blend seamlessly with the environment in which they appear, enhancing the user experience without disrupting it.
Omnichannel marketing
A strategy that delivers a seamless shopping experience across physical and digital channels.
Over-the-counter (OTC) promotion
Promotions offered directly at the store counter or checkout area, targeting consumers at the final purchasing stage.
Out-of-home advertising (OOH)
Advertising displayed in public spaces to influence consumers before they reach the point of sale.
Opportunity to see (OTS)
A metric that indicates the potential number of times an individual could be exposed to an ad during a campaign, helping assess reach and frequency.
Point of purchase (POP)
The physical location within a store where the consumer makes their purchase decision. It is crucial for placing advertising and promotions that influence the customer’s final decision.
Planogram
A diagram that displays the arrangement of products on store shelves, designed to optimize visibility and sales.
Personalization
The adaptation of advertising messages and offers based on the consumer’s profile and behavior, increasing the relevance and effectiveness of campaigns.
Point of Sale (POS)
The location where a retail transaction is completed, such as a checkout counter. POS advertising targets consumers at this critical stage of the purchase decision.
Queue management
Strategies to manage the flow of customers in queues, including advertisements or promotions while they wait.
Quality control
Evaluation of the effectiveness of an advertising campaign based on quality metrics and customer satisfaction.
Quick response (QR) code
Codes that consumers can scan to access more information or promotions in the store.
Retail media network
Advertising networks within retail environments that allow brands to directly reach shoppers.
Return on investment (ROI)
A metric that measures the financial return of a campaign relative to its cost.
Retargeting
A digital marketing technique that enables advertisers to display targeted ads to users who have previously visited their website or interacted with their content, encouraging them to return and complete a desired action.
Real-time data
Information available in real time, used to adjust and optimize campaigns while they are active.
Retail Media
A digital advertising strategy that utilizes a retailer’s own channels to reach shoppers at every stage of their journey, from online research to in-store purchases.
Shelf advertising
Advertising placed directly on the shelves or next to products in a store.
Smart retail
The use of advanced technology such as AI and sensors to optimize the in-store shopping experience.
Sales Uplift
The increase in sales attributed to a specific marketing campaign or initiative, measured against a baseline period.
Shopper marketing
A strategy that directly influences shopper behavior at the point of sale.
Segmentation
The process of dividing a target market into smaller groups of consumers with similar needs or characteristics, enabling more personalized marketing strategies.
Second party data
Data collected by one organization and shared with another, often through partnerships, providing insights into consumers and enhancing segmentation strategies.
Traffic flow
The analysis of customer movement within a store to optimize product placement and advertising.
Trolley advertising
Advertising placed on shopping carts or baskets within a store.
Traffic
The number of visitors to a website, store, or ad, often used as a key metric to assess the effectiveness of marketing campaigns and overall engagement.
Touchpoints
Points of interaction where the customer engages with the brand or retailer throughout their shopping journey.
Store control
A retail strategy involving the monitoring and management of operations and displays in the physical store to optimize sales and enhance customer experience.
Targeting / target
the process of identifying and reaching specific consumer groups based on demographics, behavior, and preferences to deliver personalized marketing messages.
Upselling
A strategy to encourage customers to purchase an upgraded or more expensive version of a product.
Universal product code (UPC)
A barcode used to identify products and facilitate the purchasing process at the point of sale.
User-generated content (UGC)
Content created by users that brands can reuse in their advertising campaigns.
Unique visitor
A metric that counts an individual user visiting a website during a specific period, regardless of how many times they visit, helping to measure audience size.
Visual merchandising
A digital simulation of a physical store where consumers can browse and purchase products.
Vendor marketing
Collaboration between the retailer and suppliers to conduct joint campaigns within the point of sale.
Virtual store
Simulación digital de una tienda física donde los consumidores pueden navegar y comprar productos.
Window display
A visual display of products in a store’s windows to attract customers.
Wearables
Portable devices that can display advertisements or interact with the consumer’s environment in the store.
Wi-Fi marketing
Advertising strategies that use Wi-Fi networks in stores to connect with customers and send promotions.
X-sell (cross-sell)
A cross-selling technique that promotes complementary products at the point of sale.
X-factor
A distinctive element that a brand or campaign may have to stand out at the point of sale.
Yield management
A dynamic pricing strategy that adjusts the costs of products or services based on real-time demand.
Yard marketing
Outdoor advertising or marketing close to store entrances to capture customer attention before they enter.
Young shopper behavior
Specific purchasing behaviors and patterns of young consumers, used to tailor advertising campaigns in retail.
Zone pricing
A strategy of setting different prices for products based on the geographic location or area of a store.
Zoning
The strategic organization of different areas within a store to optimize customer experience and product visibility.
Zero moment of truth (ZMOT)
The point at which a buyer researches a product before purchase, which can influence their decision at the point of sale.
