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The assets and opportunities of retailmedia include websites, EDMs, apps, in-store media – such as aisle-end or on-shelf displays and radio or TV – along with retailers’ social-media channels like Facebook, Instagram, TikTok, Pinterest, YouTube, Snap and LinkedIn, and online platforms like Google Search and Google Shopping.
These brands sell their products directly to consumers, circumventing traditional intermediaries, across a range of sectors including fashion, beauty, health and consumerelectronics. Estimates suggest that India is now home to over 800 DTC companies, with the ecosystem’s market value reaching about US$12 billion in 2022.
Second, there is a hard economic reason, which is the need for mall operators to rejig their tenant mix to place more emphasis on non-retail attractions to drive foot traffic. In major retailmarkets like Bangkok, art and crafts have become tightly woven into the high-end mall culture.
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