Digital media agency Bench Media has launched a new commerce and retail media offering to provide clients with access to Retail Media Networks and advertising channels that support every phase of the customer journey.

The new offering follows the recent promotions of Sebastian Diaz to head of media innovation and Nate Vella to brand strategy lead.

VP of Growth at Bench Media, Anthony Fargeot, said: "We've seen retail brands struggling to unify their marketing efforts, especially across different Retail Media Networks and other marketing activities. The fragmentation, coupled with data privacy hurdles, often leaves brands without a clear picture of what's working.

"Our new offering addresses this, providing access to Retail Media Networks and advertising channels that support every phase of the customer journey, from awareness to purchase-whether online or in-store."

Bench Media's commerce and retail media service includes advanced tools to connect online and offline activities, as far as technology and data compliance allow.

"Tracking an individual's entire customer journey may not yet be fully achievable," said Fargeot. "However, brands can now leverage tools such as brand lift studies, closed-loop attribution, and path-to-conversion analysis to make more informed decisions.

"Retail Media doesn't have to operate in isolation, and brands that integrate these insights will definitely gain a competitive advantage."

The service has already been utilised by long-term client, Nudie, an Australian juice brand. The brand has reported positive results from Bench's omnichannel approach, integrating digital channels like social media with precision-targeted out-of-home advertising near key supermarket locations.

"Bench's omnichannel approach has helped us transform our marketing efforts into a seamless customer experience. By connecting digital and physical touchpoints, we're not just reaching our audience-we're guiding them from awareness to action, turning everyday moments into brand opportunities and our customer's grocery run into a nudie run," said brand marketing manager at Nudie, Emilie Durad.