Retail media is no longer a niche add-on — it’s emerging as one of the most important tools in digital advertising. At Boozt, retail media has evolved into a core business strategy, supported by first-party data, proprietary tech, and close partnerships with brands. Since launching Boozt Media Partnership in 2018, the company has positioned itself at the forefront of the Nordic retail media space. We spoke with Rasmus Fermann, Media & Sales Director, about how Boozt is shaping the space and what brands should prioritise to succeed.
Retail media is projected to surpass traditional channels by 2027. Why is this development so significant?
– Retail media is on track to become one of the most dominant forces in advertising. Global spending is forecast to reach over $128 billion this year, and we see that momentum continuing. For us, it’s not just a trend — it’s a fundamental shift in how brands connect with consumers. Retail media is no longer only about performance marketing; it’s becoming part of the infrastructure of digital advertising. That’s why we’re investing long-term.
What role does Boozt play in that shift, especially in the Nordic context?
– Our ambition is to stay at the forefront in the Nordics. We’ve built our own ecosystem — in-house tech, proprietary data infrastructure, and dedicated teams — to give brands maximum control, visibility, and performance. As third-party cookies phase out, first-party data becomes even more critical. We can offer campaigns that are both relevant and privacy-safe, tied directly to actual purchase behaviour.
How do you work with your partner brands?
– Our offering goes far beyond on-site ads. We’re expanding into off-site media, email, video, and paid social, so brands can reach our audience wherever they are. But it’s not just about inventory. We work closely with our partners on campaign planning, performance optimisation, and creative production. That hands-on collaboration is key. We want to be more than a media channel — we want to be a growth partner.
What prompted Boozt to invest in retail media so early, back in 2018–2019?
– We saw an opportunity early on to unlock more value from our ecosystem. It started small, as an initiative within our marketing team. The idea was to explore how advertising could complement both the customer experience and brand visibility. As the potential became clear, it grew into a full business unit — Boozt Media Partnership — with its own strategy and revenue model, working across departments to deliver media solutions.
How did the pandemic impact that development?
– The pandemic accelerated everything. E-commerce became even more central, and we realised retail media could play a much larger role. In 2020, we made the decision to spin Boozt Media Partnership into a standalone unit — effectively creating our own in-house media agency. That gave us the ability to move faster, innovate more, and respond to brand needs in a much more focused way.
Boozt has about 175 developers in-house. How does that shape your retail media capabilities?
– It’s a huge advantage. We build everything ourselves — from campaign infrastructure to performance dashboards — which gives us full control. We can act quickly, customise solutions, and continuously improve based on real user behaviour. Our tech team isn’t just building systems; they’re solving commercial problems. That mindset allows us to develop scalable tools that make a real difference for our partners.
What ad formats are most effective for performance and customer experience?
– We offer display banners, sponsored products, targeted emails, and paid social — but the key is how they’re integrated into the customer journey. Every placement is designed to be relevant and non-disruptive. It’s about reaching the right customer, in the right context, at the right moment. We also advise brands on which formats and strategies suit their specific goals, and our team supports the entire process from creative production to performance reporting.
You only allow brands that already sell on Boozt to advertise. Why this closed ecosystem?
– It’s a deliberate choice. By only allowing advertising from brands on our platform, we can fully integrate campaigns with product listings and customer behaviour. That leads to better targeting, stronger conversion, and a seamless experience. Yes, we leave some external revenue on the table — but what we gain in trust, performance, and customer value is far more important. At our core, we’re a commerce platform first.
What metrics matter most when evaluating campaign success?
– It depends on the objective. We work with each brand to define KPIs that fit their goals — it could be ROAS, conversion rate, click-through rate, or customer engagement. Our real-time dashboard provides transparency and enables quick adjustments. But we also look at the bigger picture: how the campaign supports the brand’s long-term growth in our ecosystem.
What advice do you have for brands looking to succeed in retail media?
– Embrace the data. Use the insights to test, learn, and optimise. Retail media is not about set-and-forget — it’s about continuous improvement. But you’re not alone in that. We support brands with strategic guidance, campaign management, creative production, and reporting. When we collaborate, we can build something bigger than a campaign — we can build long-term growth.
