Digital Signage provider – how to benefit from the in-store retail media boom?

October is when the evenings close in and the store becomes the brightest room on the way home. The month's news is about scale: two chains reached a national audience without building one, and buyers say scale is what they are buying on. Closer to home, we have been arguing that the audience is already in the receipts.

Retail media's standard playbook rests on two assumptions. The shelves are full of brands with marketing budgets, and a loyalty card tells the retailer who is shopping. The industry's favourite reference cases fit both.

Omnichannel has become a standard requirement in retail media RFP’s. The channels are the easy part — what decides whether it works is a single audience layer, anchored where the purchase actually happens.