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Wasn’t it Wu-Tang who said “data rules everything around me”? Probably not, but that’s the premise here.
MikMak, an e-commerce acceleration platform, has upgraded its offering, which allows for e-commerce integration and analytics across media channels and brand websites, founder and CEO Rachel Tipograph told Retail Brew. Retailers come to MikMak as a way to boost sales by upping traffic from “high-intent shoppers,” and brands that sell across retailers can increase their market share and cut back on costs.
The deets: The new iteration, MikMak 3.0, puts the company’s capabilities on steroids, and includes…
- Retailer integrations such as more visible sales data
- Commerce experiences across touchpoints including retail media, websites, CTV, search, and QR codes
- Integrations with third-party data visualization, analytics, and production information management platforms
- And updated features like embedded ad units and integrated coupons.
MikMak will work with current clients to upgrade their capabilities, while new partners will use MikMak 3.0 from the outset.
“We’ve created a platform so easy to use that they don’t need to get IT involved,” Tipograph told us in an email. “We’ve created something that gives brands the choice to engage with best-in-class customer support to help achieve their goals or opt to take full control and do everything on their own.”
The news comes on the heels of MikMak’s March acquisition of French e-commerce software company Swaven, which offers omnichannel “where to buy” tech and a management platform that allows brands to track customer experiences on- and offline.
- That acquisition expanded MikMak’s reach to 3,000+ retailers and into markets including Europe, Africa, the Middle East, Asia-Pacific, and Latin America.
Zoom out: Retail media is a growing market that Insider Intelligence analyst Andrew Lipsman recently described as the third big wave of digital advertising. The industry is estimated to reach $45 billion this year and grow another $10 billion in 2024, per Insider Intelligence.
“As retail media investments grow for brand manufacturers, MikMak’s new commerce for retail media provides brands with much-needed consistent and real-time reporting of retailer-specific performance data alongside national media investments,” Tipograph said. “This finally empowers brands with the information necessary to properly adjust and scale their retail media strategy.”