Retail media is buzzing like never before! But what about in-store retail media? More on that later.
A recent testament to the growing interest in retail media and digital advertising was the fully booked D-Congress by Svensk Handel in Gothenburg. An impressive 4,000 innovators and decision-makers gathered at the Swedish Exhibition & Congress Centre to discuss global e-commerce, intuitive commerce, regenerative retail, and brand brilliance.
Since I couldn’t even get into D-Congress and being based in southern Sweden, I turned my attention toward the North European market. Last week, I traveled to Hamburg for D3Con, the largest conference on the future of digital advertising. Held in the massive 3,000 sqm movie complex Cinamaxx, this event was buzzing with energy. The sound of digital marketers in white sneakers, eagerly discussing the latest trends, was almost deafening.
The Role of AI in Advertising
One of the key takeaways from D3Con was the rapidly evolving role of artificial intelligence (AI) in advertising. AI is no longer just about generating text and images—it is redefining creativity and campaign optimization. Experts at the conference agreed that AI will continue to revolutionize the industry by:
- Analyzing large and complex datasets
- Enhancing media planning and strategic decision-making
- Transforming programmatic advertising through predictive optimization
The Rapid Growth of Retail Media
Retail media, especially in digital spaces, is advancing at an astonishing pace. However, the complexity of this field can be overwhelming. The industry jargon continues to expand—Commerce Media, On-Site Retail Media, Off-Site Retail Media, CTV, Cookieless, Identifier Solutions, Privacy-Preserving Technology, Data Cleanrooms, AI, and more. No wonder conferences covering these topics are consistently sold out.
A key theme at D3Con? Data. Data. Data. Programmatic advertising thrives on data, and digital retail media is no different.
The In-Store Perspective: Data-Driven Retail Media
Back at home, I started thinking: What is the status of in-store retail media, and how valuable is its data? Digital advertising and retail media provide numerous opportunities to monetize data and audiences, yet complexity can be a major deterrent. Over time, in-store retail media and online retail media will merge seamlessly, making brick-and-mortar locations another real-time channel where purchase decisions happen.
While this full integration is still on the horizon, there’s already a lot you can do without diving deep into the complexities of online systems. Your knowledge of in-store data allows you to:
- Target the right audience
- Automate message publishing
- Monetize retail media value
Some businesses already cross-reference loyalty card data, customer emails, and POS data with online insights, refining them in data cleanrooms. Others might have simpler demographic data and sales statistics, knowing what hours target groups visit specific stores. Regardless of where you stand, a structured approach can help you make the most of your in-store retail media opportunities.
Unlocking Value in Retail Media
By taking stock of your in-store data, you can:
- Identify target audiences
- Use automation to streamline content publishing
- Monetize your in-store audience effectively
Better yet, adopting a future-proof system like our In Store IMPACT - recognized by Gartner Group - ensures that as your control over in-store data grows, your capabilities grow with it. We provide access to media sales tools, self-service options for trade partners, and integration with programmatic marketplaces.
And here’s the kicker: In-store retail media has the potential to reach more people than online ads. The real opportunities are just beginning. Don’t let complexity hold you back—there are real, tangible benefits to be unlocked just by taking the first step.
If you would like to know more about these opportunities, please reach out to me directly.
