How do you measure what happens in a physical store the same way you do online? That’s the central question posed in a recent episode of the FMCG Guys podcast, where hosts Christina and Daniel sat down with Ben Reynolds, VP of Business Development at Walkbase, the analytics and AI division of STRATACACHE. Reynolds brings decades of experience across CPG, digital media, and in-store analytics — and in this episode, he breaks down how retailers and brands can finally unlock the full value of their in-store retail media networks.
Listen to the full podcast here: FMCG Guys with Ben Reynolds
Transforming Physical Stores into Measurable Retail Media Channels
Retailers have long been able to measure customer journeys online — every click, scroll, and purchase. Now, Walkbase is helping them do the same in physical stores. Reynolds describes Walkbase’s core mission as giving retailers “clickstream-style” insights into the in-store environment. Using location signals from devices, carts, and other sensors, the platform turns foot traffic into measurable data — enabling strategic media activation, measurement, and optimization.
“We can now capture where someone enters the store, what zones they visit, how long they dwell, and how media content changes their behavior,” said Reynolds.
For brands, this means better understanding the true impact of their in-store placements — from shelf-edge displays to digital signage — and ultimately, measuring how well campaigns drive sales, engagement, or even category growth.
Retail Analytics Technology That Powers In-Store Insights
According to Reynolds, a successful in-store analytics platform must be able to collect and unify signals from multiple sources — such as Bluetooth, RFID, optical sensors, mobile SDKs, and more. But tech is only part of the story. What matters most is how that data is turned into actionable intelligence.
That includes everything from footfall measurement to AB testing in-store content. For example, a retailer could test two different promotional messages on digital screens near the produce section and analyze whether shopper traffic increased toward a target category — mirroring the same agile experimentation done online.
Read more about what this kind of data can tell you in our blog: 7 Commonly Asked Questions About Retail Analytics
Why Standardized Retail Media Measurement Drives Growth
One of the most important developments in in-store retail media is the push for standardization. The IAB’s recent efforts to define clear measurement standards for in-store media—similar to digital media impression guidelines — are helping brands feel more confident in allocating spend.
Reynolds emphasized that transparency and consistency are critical: “Brands don’t want to measure their in-store campaigns 17 different ways across 17 retailers. Standardized measurement enables scalable investment.”
Walkbase’s insights from Cannes dive deeper into how consistent metrics can help align brands and retailers on retail media value.
Privacy-First In-Store Analytics with Opt-In Data Collection
With increasing privacy regulation like GDPR, ensuring compliant data collection is non-negotiable. Reynolds stressed that Walkbase only uses anonymized data for behavioral insights — no biometrics or personally identifiable information. When personalization is needed, it’s opt-in, typically through a loyalty program.
The goal is to create a fair value exchange: better customer experiences in return for data, rather than surveillance. As Reynolds puts it, “If I’m getting more relevant products or moving through the store faster, then it’s worth opting in.”
Building a Smarter, More Connected Store
Reynolds sees the future of in-store retail media as dynamic, personalized, and integrated with loyalty and e-commerce systems. He predicts smarter digital screens, contextual content driven by time of day or shopper behavior, and mobile interactivity that enhances — not interrupts — the shopping journey.
“Every major retailer is looking at in-store now,” Reynolds said. “The audience is bigger, the margins are higher, and the CapEx is coming down.”
For those just starting out, Reynolds recommends a “crawl, walk, run” approach — begin with a few stores, validate ROI, then scale across the network.
Final Thoughts: The In-Store Revolution Has Begun
From smart shelf displays to predictive analytics and campaign attribution, in-store retail media is no longer a black box. As Reynolds and the Walkbase team make clear, stores are not just places to shop — they are powerful media channels.
Retailers and brands that invest in in-store analytics and measurement today will be better positioned to drive omnichannel growth tomorrow.
Want more insights?
Listen to the full podcast episode here: FMCG Guys with Ben Reynolds
Learn more about Walkbase Retail Media Solutions and how we help you measure and optimize in-store campaigns.