What is retail media
Retail media turns the store into an advertising medium. The brand speaks to shoppers at the moment of choice, next to its own product, and the retailer gains a new revenue stream from spaces it already owns. It is split into in store (inside the shop), on site (the retailer's website and app) and off site (campaigns outside the retailer's channels using its data).
In-store formats
Every space in the store can become a format, with defined plays, frequency and reach: so the brand knows what it is buying and the retailer knows what it is worth.
- Department screens: the brand's message above the shelf, in front of its product.
- LED walls and screens at the entrance and on end caps.
- Scales and self-scanning, delivering messages during idle time.
- In-store radio, synchronised with the screens.
- Carts, wobblers and physical materials.
How to build a retail media network
- Map the spaces: screens, radio, scales, carts and windows, store by store.
- Design the offer: formats, plays, packages and rate card, with marketing and buyers.
- Take it to market: offer it to brands, manufacturers and media agencies.
- Run the campaigns: materials, scheduling and airing, video and radio in the same schedule.
- Measure: proof of play, reports and impact on sales.
Why brands buy retail media
The store reaches people about to buy, not a generic audience. And the retailer's data enables reports that cross the plays with sales, dwell time and area: the brand knows what worked, where and with whom.
An example
At Esselunga, screens, scales, self-scanning, radio and in-store materials in 192 stores across 8 regions are sold to brands by FluidNEXT Media, a retail media sales house since 2017. Over 300 consumer brands have run campaigns on the retail networks it manages.
Frequently asked questions
What is the difference between retail media and trade marketing?
Trade marketing covers promotional activities agreed between brand and retailer. Retail media sells measurable advertising space, with formats, rate cards and reports, like a true medium.
Do stores need screens already?
No. You can start from existing screens or design the network for retail media from day one, with screens, radio and software chosen to be sellable.
How is a retail media campaign measured?
With proof of play, which certifies every play, and post-campaign reports that cross the plays with sales.