Brand owners are being offered the chance to create easier storytelling on retail media sites and boost campaign measurement, while regaining control over offsite AI search and agentic shopping tools.
“Brand Pages” is a new initiative from Epsilon, the Publicis owned data-driven marketing and technology firm, which is built directly in the Epsilon Retail Media platform.
They are designed to let brands tell their story, showcase new products, support seasonal campaigns and track sales with greater ease and clearer measurement and follow the launch of Epsilon’s in-store sales attribution earlier this year.
With Brand Pages, brands can create their own look and feel using the pre-designed and retailer approved templates and styles, adding images, layouts, text and colours, and integrating dynamic content such as recipes and cooking guides to drive shopper engagement. They can also showcase products in shoppable grids where customers simply click through and add items to their cart.
It is claimed that the templated, self-serve build removes most of the manual work that has previously limited how many brand pages a retailer could manage. It also opens up new formats that were previously difficult to manage such as co-branded pages that feature collaborations or complementary promotions, such as a gin and a tonic, tied to a shared occasion.
And, because the page sits within the onsite media stack rather than the retailer’s own technology, measurement is far sharper. Instead of routing media placements and page performance through separate platforms, brands can track views, clicks, conversions and attributed sales in a single, dedicated performance tab, giving a cleaner read on what the page is contributing and where onsite spend is working hardest.
Epsilon director of global platform solutions Esme Robinson said: “Every brand is looking for marginal gains on retailers’ websites where they are often competing with other brands and, increasingly, with supermarket own label products for attention.
“At the same time, brands are competing offsite with AI search and agentic shopping tools that lean heavily on retailers’ structured product feeds, leaving brands little say in how they are described or recommended.
“Brand Pages give them a richer platform for storytelling, spanning inspiration, differentiation, product breadth and, above all, context, all of which increasingly shape AI responses. That gives AI tools more relevant information to surface, and an assistant the best possible landing page once a shopper starts exploring.”
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