What happens when you add a transactional layer to experiential marketing? Adriano Lombardi of Momentum Worldwide explores some of the best examples of experiential commerce – a new frontier for marketing.
As businesses evolve and consumers’ needs and behaviors shift due to new technologies, certain disciplines have started to merge. A prime example is retail media, a space in which adtech and commerce increasingly unite to boost retailer revenue, paving the way to a post-cookie future.
Leading brands like Coca-Cola are leveraging technologies like augmented reality, AI-driven personalization, and interactive digital displays to create consumer journeys that merge the convenience of e-commerce with the tactile satisfaction of the physical-store experience. This approach not only enhances customer engagement, it also empowers businesses to collect valuable data on consumer behavior across platforms.
While retail media has reshaped how brands advertise at the point of sale, experiential commerce now presents a complementary transformation.
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