Established e-tailers are very efficient organizations with optimized budgets and they are built for high volume and have found a profitable way to operate in a competitive market with low margins. In a wider perspective e-tailers also have great assets and a strong position that can be further monetized.
As more and more sales are moving from physical to online, the customer journey is changing and one of the key challenges now is to sell the value proposition and to influence the customer to buy and converting as there's no sales person to perform these tasks online.
The challenge for the OEM is to pin-point that 14-day window (for each customer) when they have a high intent to buy. And this can only be done through OEM-retargeting when you know that the customer actually have been looking at a specific product at a specific point-of-sale.
