Lord & Taylor delivers shoppable brand videos to customers
The revived Lord & Taylor is providing advertising content, including shoppable videos, from its brand partners directly to its shoppers.
The 196-year-old department store retailer, which relaunched in 2021 after closing all its stores as a digital “collective store” whose merchandise offerings include exclusive collaborations, new launches across categories and a private label, is partnering with InMobi Commerce to roll out a retail media network.
As it continues with its digital relaunch, Lord & Taylor will use InMobi Commerce technology to provide partner brands and ad agencies with a full-funnel retail media platform, including shoppable videos, designed to move immersive product discovery from third-party social platforms back to its owned channels.
“Lord & Taylor has been a trusted retailer for nearly 200 years, providing obtainable luxury to our community through a highly curated selection of brands,” said Mark Stocker, president of Lord & Taylor and New York and Company. “Over the past year, our focus has expanded to reimagine and reinvigorate the digital shopping experience for our customers.”
“InMobi Commerce’s retail media platform plays an integral role in our efforts to digitize our brand and create an elevated, engaging online shopping experience by helping customers discover new products and brands while unlocking additional e-commerce revenue,” said Sebastien Lesage, senior VP of marketing, Lord & Taylor.
“InMobi Commerce helps brands influence purchase decisions and capture the attention of high-intent, in-market shoppers to build shopper trust and connection,” said Abhay Singhal, CEE at InMobi Ads. “With our AI-powered platform, advertisers don’t have to do the heavy lifting of testing individual keywords and manually running campaigns; this solution allows them to select budget, return on ad spend (ROAS) goals, campaign duration and let it run. With enhanced reporting and closed-loop attribution, advertisers can see the real-time impact of their campaigns at driving brand awareness and sales.”
Retailers open customers to targeted ads
While in-house retail media networks have proven popular in the grocery vertical, retailers in other verticals have also joined the trend. For example, Walmart offers a demand-side platform for suppliers and their media and ad agencies..
In addition, Best Buy features Best Buy Ads, an in-house media company designed to help its suppliers provide shoppers with targeted, timed promotional messages based on its customer relationships and insights.
Other big-name national retailers that have launched similar digital third-party ad networks in the past couple of years include Target, Kohl’s, Family Dollar, Walgreens, and CVS.