EVOLVE Commerce Club #19 Expert Session Dante Lima

Enext, a leading digital agency in Brazil, was acquired by WPP in 2017. They specialize in e-commerce and retail media solutions. Retail media has become necessary because platforms like Amazon, Mercado Livre, and Magalu have access to customer purchase data, giving them a competitive advantage. Retail media allows brands to target specific audiences based on their purchase behaviour. Amazon is the leader in retail media, with a larger customer database and more advanced technology. Other players in the market, like Mercado Livre, are trying to catch up. The success of retail media campaigns depends on understanding the audience and investing in the right platforms. The conversation explores the retail media landscape in Brazil, focusing on Mercado Livre's dominance and Amazon's growing presence. The guest, Dante Lima, discusses the different customer behaviours and advertising opportunities of these platforms. The conversation also touches on the future of retail media, including the potential for decentralized marketing systems and the partnership between Microsoft and Criteo. The guest emphasizes understanding audience relevance and leveraging data and AI capabilities in retail media. Takeaways Enext, a leading digital agency in Brazil, specializes in e-commerce and retail media solutions. Retail media platforms like Amazon, Mercado Livre, and Magalu have a competitive advantage because they can access customer purchase data. Retail media allows brands to target specific audiences based on their purchase behaviour. Amazon is the leader in retail media, with a more extensive customer database and more advanced technology. Other players in the market, like Mercado Livre, are trying to catch up. The success of retail media campaigns depends on understanding the audience and investing in the right platforms. Mercado Livre is Brazil's most prominent retail media platform, with a significant market share and audience. Amazon is a strong competitor in the retail media, excelling in technology and attracting different customer behaviours. Retail media platforms offer opportunities for brands to build reputation, brand awareness, and long-term growth. The future of retail media may involve decentralized marketing systems and partnerships between tech companies. Understanding audience relevance and leveraging data and AI capabilities are crucial in retail media. Chapters 00:00 Introduction and Enext's Journey 08:11 Consolidation in the Market and the Future of Software Houses 16:00 The Rise of Retail Media and its Importance 23:18 Retail Media Platforms and Competition 26:08 Using Retail Media for B2B Companies 31:39 Amazon's Dominance in Retail Media 34:01 Targeting Audiences with Retail Media 34:59 The Dominance of Mercado Livre and the Growing Presence of Amazon in Brazil 38:10 Understanding Customer Behaviors and Advertising Opportunities on Retail Media Platforms 42:39 The Future of Retail Media: Decentralized Marketing and Partnerships 48:28 Building Reputation, Brand Awareness, and Long-Term Growth on Retail Media Platforms 52:30 The Importance of Audience Relevance and Data in Retail Media

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