The short definition
Retail media is when a retailer becomes a media owner. Instead of simply selling products, the retailer sells access to its audience — the shoppers who visit its stores, website, or app — to brands and advertisers who want to reach them.
What makes retail media different from regular advertising is the data behind it. Retailers hold first-party purchase data that no other media owner can match: they know what their customers buy, how often, in which categories, and at what price point. That data makes retail media audiences uniquely valuable — and uniquely measurable.
The growth is driven by two converging forces: retailers looking for high-margin revenue beyond product sales, and advertisers looking for alternatives to third-party cookie-based targeting that is rapidly disappearing.
Retail is in a perfect position to change the market dynamics with its closed-loop advertising and 1st party data. Retail media and in-store marketing will be a crucial part of the closed-loop to reach targeted customers where shopping decisions are made.
When Googling “Retail Media” the results are mainly service providers for e-Commerce and there are already quite a few Retail Media platforms to choose from. However, these platforms seldom serve the needs of retailers omnichannel shopper marketing.
Modern media sales ecosystem – the programmatic marketplaces especially – is based on one-to-one processes. New tools are needed to in between to turn the one-to-many in-store audiences sellable and the processes automated in these environments.
Building advanced in-store retail media solution for in-store digital screens & audio requires expertise in these fields and modern online technologies. That is why Doohlabs was founded by a team of both online professionals as well as digital signage industry pioneers.
We’ve created a complete solution for monetising in-store displays and digitalising trade marketing processes. Our mission is to automate data-driven buying, selling, and delivery of in-store advertising with our intelligent platform.
With Doohlabs In-Store IMPACT platform, retailer is in total control of the inventory. Retailer can decide to change the allocation of the audience monetisation between direct media sales, programmatic and their own advertising at any time.
In-Store IMPACT platform is a layer between retailer data and programmatic marketplaces. We transform retailers one-to-many in-store audiences applicable for programmatic marketplaces and as they are sold, distribute the campaigns for the right audiences in right stores at a screen level.
