In the world of retail media, a “sleeping giant” is finally stirring, and it’s residing right where 93% of all spending happens: the physical store.
That was the key takeaway from a recent episode of the IAB Europe’s Retail Media Roundtable podcast, featuring a deep dive into the emerging convergence of Digital Out-of-Home (DOOH) and in-store retail media. Joining the conversation were Chris Riegel, Founder and CEO of STRATACACHE, and Walkbase’s own Chris McLelland, Director of Business Development.
Data is the Defining Force
McLelland emphasized that the power of in-store media is no longer limited by guesswork. Thanks to advanced technology, the physical store is now just as measurable as the online world.
“You could say that everything online is measurable… and in-store it’s not, but it is, now. There’s the technology to harness it,” McLelland notes.
The real game-changer is how this data is used. From the second a customer enters to the second they leave, “you’ve got thousands of data points that you can now harness and turn into strategy.” The vital shift, according to McLelland, is that in-store data should inform media, not just measure it.
The advice is clear: “Don’t just collect data, listen to it, learn from it.”
Think Mobile, Not TV
A common pitfall, Riegel cautioned, is treating in-store digital screens like traditional broadcast TV.
“Don’t think of in-store as television. Don’t think of it as a looping 30 that’s built for broadcast,” Riegel advises. Instead, he stresses that in-store is a “completely dynamic palette” that should change “literally on the fly based on store condition, shopper condition, all these known points.”
He argues that the environment is “much, much closer to mobile than it is to any form of broadcast.” This approach allows marketers to move away from static campaigns toward dynamic, data-driven content that is responsive to real-time events and shopper behavior.
The Massive Opportunity
Riegel’s call-to-action is simple: “Awake the sleeping giant.”
With 93% of all retail revenue generated in-store, this area presents the last great frontier for retailers. This isn’t about simply installing distracting, blinking lights; it’s about targeted, customer-focused, experience-focused execution.
“A targeted, customer-focused, experience-focused execution A) drives revenue, B) drives trips, C) drives a better customer experience,” says Riegel.
The technology, the data, and the massive revenue opportunity are all aligned. The time to act is now.
Click here to listen to the full conversation on the Retail Media Roundtable podcast, and check out Retail Media World’s recap of IAB Europe’s Retail Media Impact Summit here.
