Customer Success Stories
Doohlabs is building an in-store retail media network for Tokmanni's stores together with the local integrator Craneworks. Once complete, Tokmanni's network will be one of the largest in the Nordics, and it is also part of the ReTALE open retail media network — which runs on the Doohlabs platform as well.
Tokmanni
Tokmanni is one of the leading discount retailer chains in the Nordics, with hundreds of stores in Finland, Sweden and Denmark. Tokmanni is also the SPAR chain's license holder in Finland, and Doohlabs is the SPAR chain's global "preferred partner" for in-store retail media solutions.
The project kicked off with a pilot that tested how the screen network performs and where screens should be placed for retail media use, as well as the organization's capabilities to operate it. During the pilot, we also developed advanced content automation that delivers up-to-date campaign content to the screen network without any manual work.
The benefits of Tokmanni operating on in-store IMPACT — the same platform ReTALE uses — are clear. Retail media sales can be run seamlessly on one solid platform, and all development work done on the platform benefits both companies instantly, letting them take new features into use without delay.
In April 2026, Tokmanni became the first retailer in the Nordics to open its in-store screen inventory to programmatic buying, executed together with IPG Mediabrands on the Doohlabs platform via ReTALE. That milestone marked the first live production deployment anywhere combining three things at once: an open commerce media network, in-store retail media, and programmatic buying.
Tokmanni Group is a customer-oriented variety discount retailer. At the end of 2025, Tokmanni Group had 392 stores. In Finland, they had 206 Tokmanni stores, 34 Click Shoes stores, and two Shoe House stores. In addition, they had 139 Dollarstore stores in Sweden and 11 Big Dollar stores in Denmark.
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