Both the NRF/FIRA conferences and the NRF fair itself were great ways to review a number of start-ups that we believe could be interesting to our members. This selection also follows our own axes of research, which is the reason why we do not aim at covering the totality of our members' needs and expectations, but the selection below is, in essence, a subjective curation.

We wanted to know more about Retail Media, as we sense that this is one of the main topics for 2023. Interestingly, while the (few) conferences on the topic were very well attended in terms of numbers (and leading to very technical conversations), there were not many related exhibitors. Some people with whom we discussed suggested that this dichotomy was due to the fact that the topic was relatively new, and for that reason, still mainly developed in-house by retailers. However, many observers believe that the fragmentation of this market, and the burgeoning of new operators, will take place in the forthcoming year

Shopreme

What do they do: A scan-and-go solution offering a new option for customers looking at avoiding cash desks, with low hassle for the Retailer's IT department (no need for deep coding or integration).

Why this is important: Even though their main pitch point could be the rapidity of check-out, they prefer to insist on 2 elements:

-    Easiness of integration with even complex systems (the solution comes as a tech layer and not a new system per se)

-    Ability to see in real-time customers' actual behaviour and the possibility to influence it, either by pushing special promotions or discounts based on the customer profile, granting access to non-store stock (online stock, third-party stock) for new product options or complementary purchases and of course selling this information to brands

While this solution is not directly related to Retail Media, it was extremely interesting that they were among the only 3 start-ups (out of 1,150 exhibitors this year at NRF) advertising themselves as a retail media enhancer and not emphasizing the check-out solution which is embedded at the core of their model. This suggests a capability of adaptation and understanding of the business which could help generate synergies.

Check out the Shopreme website

Swiftly

What do they do: A full retail media solution from scratch proposed to small-sized retailers.

Why this is important: They are following the same approach as what Farfetch did in fashion, by promoting scale and reach to smaller operators and encouraging them to join a platform to reach a critical mass.

Switfly is literally building a platform allowing retailers to advertise their capabilities to brands, and convince them to use their assets for promotional efforts. Although it is very much grocery and US-oriented, it would be worth for any member interested in Retail Media to look at what they do. They propose a keys-in-hand solution.

check out the swiftly website

RelevanC

What do they do: RelevanC positions itself as the true large-scale independent retail media operator on the market.

Why it is important: RelevanC belongs to the French supermarket group Casino and has already implemented the Casino retail media solution, as well as the Intermarché and Franprix ones (other French supermarket groups). They have partnerships with Google Cloud and Accenture, and sell a keys-in-hand solution under a white label, which seemed interesting to us.

Another reason why we believe the timing is right is that they are currently looking to expand beyond French borders, which suggests that a first-entrant premium negotiation might be available to the first international player making a deal with them.

check out the relevanc website