UM launches retail planning tool

The tool, called Shoptimizer, uses a dashboard to help brands decide how much to spend within the commerce space against a specific retailer based on past spend and sales.

Shoptimizer is part of IPG Mediabrands’ recently announced Unified Retail Media Solution, a dedicated business unit to help brands manage their investment performance across retail media networks.

W Joe DeMiero, US chief executive officer at UM, said: “UM has been leading the commerce media space for over a decade and Shoptimizer is our latest data- and tech-fuelled innovation designed to adapt to ever-changing buyer behaviours and to accelerate conversion.

“This new tool gives our clients more flexibility and efficiency in spending, based on real-time data.”

Amie Owen, US head of commerce at UM, said: “With the rising need for simplification in this space, we developed Shoptimizer to give clients a more efficient way to plan and optimize tasks that were previously done manually.

“This solution delivers quicker results and a more streamlined process, and for the first time, sets the stage for standardisation across retail media.”