It’s time to put the Store in the Core in retail media

In today’s omnichannel world, retailers communicate with customers across dozens of digital and physical touchpoints. Social media, programmatic ads, email, apps — all play their part in engaging consumers. But when we look at where most real-world customer interactions still happen, one place stands out:

The store.

That’s why at Doohlabs, we talk about Store in the Core — placing the store and moments of purchase at the center of retail media strategy, while staying fully connected to other channels.

For us, this is more than just a slogan — it’s a business philosophy that shapes everything from how we develop our offering to the way we design new features for our In-Store Impact platform. It also acts as a natural compass, helping us align with customers who instinctively understand the value of keeping the store at the heart of their retail media approach.

As in-store retail media is now on top of mind for many, we want to open our thinking around “store in the core” concept and define what does it mean for retailers who want to get involved with in-store retail media.

Putting the store in the core makes sense

At Doohlabs, we don’t ask our clients to choose or prioritize between channels. We advise retailers to acknowledge how all channels perform better when they’re anchored around the moments that matter most — and in most cases this means the physical store.

Most retail chains have started their business in physical world and physical stores remain the primary customer touchpoint for a great majority of them. Stores are where browsing turns into buying, campaigns turn into conversions, and where media impressions turn into measurable impact.

But this doesn’t diminish the role of digital. In fact, it elevates it — when digital campaigns are aligned with in-store moments, they become far more impactful.

In-Store Digital Media: The smartest channel in the mix?

In the core for Doohlabs is digital in-store media — typically screens or audio within the store environment. These channels are:

• Contextual – messaging is delivered at the right time and place, based on store layout, shopper behavior, and moment-to-moment context
• Relevant – speaks to consumers in a way few other media channels can, because it reaches them while they're actively selecting between products and or services
• Data-driven – powered by retailers’ unique customer insights, loyalty data, and real-time purchase patterns

It’s where retail media is at its most native — turning product visibility into sales, and shopper data into insights. When in-store media relates to your digital stack —website, mobile app or third-party ads — it becomes the intelligent core of your marketing.

All Channels Matter —When they lead to moments of purchase

Retail media doesn’t begin or end at the store doors. In fact, off-site digital advertising, email marketing, and on-site web encounters are all very important — but they shine brightest when they build toward the moment of purchase, whether that happens in a store or a digital checkout.

That’s where the power of orchestration between channels comes in. You can for example:

• Sync in-store campaigns with online ads and social media
• Use personalized email campaigns based on in-store behavior
• Use first-party data to drive off-site targeting — and close the loop in the store

When this orchestration is done right, results can clearly be seen in customer behavior and in the bottom line. Doohlabs’ In-Store Impact platform gives you the total control of in-store retail media while you coordinate the inventory and manage yield with all other channels.

Building the retail media strategy as store in the core

Today’s customer journey is not linear at all. But when you organize your retail media strategy around the store — and ensure every other channel connects to that center — you unlock something more powerful: relevance, consistency, and true commercial impact.

For us here in Doohlabs the choice is clear. We want to be the partner of choice for retailers who make most of their revenue in physical stores and reach far more people there than online. We connect the dots to other channels to create meaningful customer experiences and to build a solid base for operating highly successful retail media businesses.

It’s time to put the store back in the core — and connect every channel to what matters most. Want to see how our platform can help?