Now for Sale: The Empty Space Inside <b>Retailers</b>' Packages | RetailTechPodcast

Now for Sale: The Empty Space Inside Retailers' Packages

In the sliver of room between a new pair of shoes and the books you ordered online, retailers have found a different way to monetize the empty space in your packages. More than 25 retailers have listed slots for sale in their packages in the weeks since the website, called UnDigital, went live. With UnDigital, retailers are offering their packages to a broader range of potential advertisers. On the UnDigital platform, retailers post monthly listings with a number of packages and the maximum number of inserts per package. Advertisers can specify the number of packages in which they want inserts at a price set by the retailer. Because retailers can break up the volume of packages into segments, smaller brands and niche advertisers are able to buy inserts, said Ryan Millman, co-founder and CEO of UnDigital. Online retailer Zulily said it has included inserts in packages in the past but mainly from its existing vendors. Read more