Blis was a keynote speaker at yesterday’s Digiday Modern Retail Summit in Miami, Florida. Gil Larsen, our US Managing Director, spoke to top retail marketers about what brands must be doing to drive growth in today’s challenging landscape. 

He discussed how the remit for brands has always been adding net new consumers to their market by changing consumer behavior or stealing customers from a competitor. Basically growing the pie or growing the slice of the pie. Ideally, brands will do both.

To do that, brands have historically relied on the age-old formula of right people, right place, right message, right time. However, even with Google’s decision to delay the disappearance of third-party cookies, brands are currently missing at least 45% of addressable audiences. That’s in addition to headwinds like a convoluted path to purchase, an oversaturated retail market, and rocky economic times – the perfect storm for retail marketers. 

He urged the marketers in the room to not just forge ahead with the ‘old’ formula, because they’ll end up losing sight of their audiences and missing out on opportunities to reach them with messaging they actually care about. Instead, brands must focus on finding accurate seed data, whether that’s real-world location data or first-party data, and layering on hundreds of anonymized datasets to make sure that data is accurate and – keyword – scalable. He walked the conference-goers through Blis’ Audience Explorer, demonstrating that even in today’s complicated landscape, retailers of all types – brick and mortar, pure e-commerce, or hybrid models – can still achieve their full-funnel business outcomes and reach 100% of their addressable audiences. 

Learn more about Blis’ Audience Explorer here.