In the ever-evolving world of retail media, it’s easy to focus on the buzz surrounding online channels. But at the What’s In Store for Retail Media Networks event in London, the spotlight turned toward a particularly bold and refreshing in-store approach — straight from the frozen food aisle. One of the final sessions of the day saw Bryan Roberts, Retail Futures Senior Partner at IGD, talk to Adam Smith, Head of Retail Media at Iceland Foods about how the beloved U.K. supermarket is charting new territory with in-store retail media.

From Digital Displays to Real-World Impact

Smith made it clear that Iceland Foods is embracing innovation with speed and purpose. With over 1,000 stores across the U.K., Iceland is leveraging its footprint to test and scale new digital solutions, piloting small-scale digital signage deployments that could eventually transform its in-store experience.

Smith underscored that Iceland isn’t just investing in screens for the sake of it — the retailer is focused on what works. “We’re trialling, we’re learning, and we’re not afraid to say when something doesn’t work,” he said. This honest, test-and-learn approach is already yielding lessons that are helping the brand better understand customer behavior, store environments, and the kinds of content that actually drive engagement.

Bridging the Gap Between Brand and Store

Roberts and Smith both highlighted that one of the biggest untapped opportunities in in-store retail media lies in tighter collaboration between retailers and brands. Iceland is now actively working to bring CPGs into its media journey, opening up new possibilities for targeted, real-time messaging near the point of purchase.

Smith explained that brands are eager for solutions that blend performance with proximity — something Iceland’s in-store media is well-positioned to deliver. With plans to integrate smarter analytics and connect the dots between screen exposure and sales, Iceland’s in-store network could soon offer a closed-loop proposition that rivals its online counterpart.

Keeping It Simple, Measurable and Customer-Focused

For Iceland, the key to scaling in-store retail media lies in keeping things straightforward. “Simplicity wins,” Smith stated, adding that any in-store media programme must be easy to operate, measure and scale. Iceland is currently prioritising solutions that minimize friction for store staff and deliver clear ROI for brands.

That simplicity also extends to the customer experience. Iceland is conscious of the fine line between helpful information and digital clutter. Content strategies are being designed with the shopper journey in mind — relevant, timely, and respectful of the in-store environment.

A Blueprint for the Future of In-Store Retail Media

As the session wrapped, Roberts noted that Iceland’s journey is a compelling case study for retailers of all sizes. By focusing on practical innovation, cross-functional partnerships, and customer-first thinking, Iceland is creating a blueprint for what in-store retail media can — and should — look like.

You can watch the full masterclass here. You can access all of the masterclasses from the What’s In-Store for Retail Media Networks event in London here.

The role of creativity in retail media networks (RMNs) is more crucial than ever. That was the resounding message from a masterclass at the What’s In-Store for Retail Media event in London. The conversation, moderated by Alex Reeves, Managing Editor of Little Black Book, explored how brands and agencies can harness technology, data and creative expertise to enhance retail media strategies and drive results.

The panel featured Ash White (Managing Partner for Retail Media, Dentsu), Yael Kochman (Chief Business Officer, myAthena), and Rachel Roberts (Managing Director, ZEAL Creative) — each offering a unique perspective on how creativity is evolving in the retail media landscape.

Creative Is the New Targeting

With the limits of segmentation and data-driven targeting being tested by privacy regulations and evolving consumer behavior, creative is increasingly emerging as a primary lever for effectiveness. “Creative is the new targeting,” Kochman remarked, reflecting a shift in mindset. In an age when shoppers are inundated with messaging, bold, contextually relevant, and mission-led creative is essential for cutting through the noise.

Roberts echoed this sentiment, highlighting the need to “build stories from the shelf out.” Retail environments are cluttered — with thousands of products and promotions competing for attention — and marketers must understand shopper context to create moments of genuine impact.

Rethinking the Role of Creative in the Aisle

Traditionally viewed as a lower-funnel conversion tool, in-store media has often been pigeonholed. But today’s RMNs offer far more than a path to purchase — they’re a canvas for brand storytelling. As White explained, effective in-store creative must be assessed differently: “If you’re buying premium CPM inventory hoping for ROAS, that’s not what that’s there to deliver.”

Instead, premium placements should support brand KPIs, inspiring and guiding shoppers in ways that align with both mental and physical availability. The most successful retail media campaigns don’t just translate TV spots to shelf edges — they contextualize messaging for micro-moments.

Technology as the Creative Enabler

While creativity leads, technology plays an essential supporting role. From content automation to real-time measurement and optimization, tech is empowering marketers to be bolder, faster, and more agile.

myAthena is using AI to streamline content production — from briefing and directing creators to generating interactive, shoppable ads. But, as Kochman noted, the goal isn’t to replace human creativity but to enhance it: “We still need real people — customers, creators, brand reps — delivering authentic stories.”

White pointed to advancements in content management systems (CMS) and digital screen networks that allow retailers to optimize campaigns in real time, moving beyond static cardboard displays to dynamic experiences.

Collaboration Is Key

For retail media to thrive creatively, collaboration across the value chain is vital. That includes alignment between brands, agencies, retailers and technology partners.

The panel stressed the need for more open and transparent creative processes. While some progress has been made, particularly in agency–brand partnerships, panelists called for retailers to play a more proactive role. Standardized creative guidelines, collaborative briefing platforms, and shared campaign goals were cited as mechanisms to accelerate progress.

ZEAL’s Roberts also underscored the importance of involving shoppers in the creative process — drawing on real-time shopper panels to test, iterate, and refine content.

Measuring What Matters

If creativity is to be valued, it must be measured meaningfully. The panel agreed that legacy metrics like ROAS are no longer sufficient, particularly for brand-building efforts.

Instead, Kochman proposed metrics like “sales per creative” to better understand long-term impact, while Roberts advocated for considering “return on retailer relationships” (RORR) to capture the value of deeper brand–retailer collaboration.

White noted that new tools — from creative effectiveness scoring to attention-based studies — are helping the industry move beyond basic conversion metrics and evaluate what truly drives engagement and influence.

Building Toward 2026: What Will Great Look Like?

So what does outstanding RMN creative look like a year from now?

It will be relevant, contextual, and inspiring. It will be designed from the shelf out, not resized from above-the-line assets. It will use technology as an enabler, not a replacement. And most importantly, it will reflect real collaboration—with shoppers, retailers, and brands aligned on shared goals.

As the panel concluded, this future isn’t a pipe dream. Some of the best brands are already moving in this direction. For those willing to rethink creative norms and embrace the full potential of RMNs, the opportunity is clear: to make in-store media not just effective, but unforgettable.

Key Takeaways:

• Creativity is the key differentiator in retail media networks, and brands must adapt their creative strategies to the unique context of the retail environment.

• Technology, particularly AI, plays an essential role in enabling and enhancing creative campaigns, but human-driven storytelling remains crucial.

• Successful campaigns are those that are not only visually compelling but also contextually relevant, offering value and education to consumers.

• Collaboration between brands, retailers and agencies is essential to unlock the full potential of retail media creativity.

Unlock the insights—watch the full masterclass here. 

Explore every session from London’s What’s In Store for Retail Media Networks event here.

At the recent London “What’s In Store for Retail Media Networks” event, one session delved deep into a crucial enabler of retail media growth: loyalty. In the 12th session of the day, Ben Reynolds, VP of Business Development at Walkbase, hosted a panel featuring Mrinalini Chowdhary, Director of Strategy & Insights EMEA at Epsilon, and Paul Smith, Senior Innovation Director at SMG. Their discussion offered a fresh perspective on loyalty as more than just a data source — it’s a strategic tool for delivering emotional, contextualized, and commercially-impactful customer experiences.

The Changing Face of Loyalty: From Points to Partnerships

Chowdhary was quick to challenge traditional notions of loyalty. “We need to let go of the idea that points and rewards alone build loyalty,” she said. Instead, brands must focus on value exchange—trading customer time and trust for relevant, personalized experiences.

We’re in what she described as the “Age of collaboration,” where co-branded initiatives have evolved into co-created value. Think Boots on Deliveroo, or Morrisons via Amazon and Uber Eats. These aren’t just distribution channels; they’re meaningful extensions of the customer journey.

Smith echoed this sentiment, pointing to the rise of “member pricing” across UK retail. While customers appreciate perceived value, retailers must ask themselves whether these schemes foster true loyalty or simply drive discount-driven engagement. “It’s about building trust and offering a long-term reward that’s worth working towards,” he said, citing American Express as a brand that gets this right.

Emotional Design and Gamified Engagement

The most effective loyalty programs, Chowdhary argued, are emotionally resonant, simple to understand, and rich in brand identity. She praised Sephora for creating a sense of community, and Dior for its creative use of gamification — earning charms to unlock gifts — turning customer interaction into habit-forming micro-engagements.

Smith added that, while gimmicks like digital scratch cards have limited appeal, apps like Duolingo provide a compelling blueprint. “Daily streaks and progress loops create real motivation,” he said. In retail, similar mechanics can encourage healthy habits or reward shopping milestones — transforming sporadic shoppers into loyal brand advocates.

Data, Integration and the Offline Opportunity

Both panelists acknowledged the growing potential of in-store data to power smarter retail media and loyalty strategies. Smith pointed to the promise of tying screen impressions and location data to post-visit retargeting — delivering personalized ads based on what a shopper saw but didn’t buy. But integration remains a challenge.

“Retail media and loyalty teams often operate in silos,” he noted. “Aligning KPIs across departments is essential if we want to unlock the full value of this data.”

Chowdhary sees the potential too — especially in encouraging “check-in” behavior through in-store QR codes or app scans. These micro-engagements can then feed into loyalty programs, creating richer customer profiles while offering tangible benefits like bonus points or tailored offers.

Where to Begin? Start with the ‘Why’

For retailers looking to build or revamp loyalty programs, Chowdhary’s advice was clear: start with the ‘why’. “It’s not about what you’re offering or which tech you use. The first question is: why would a customer care? What’s your promise to them?”

From there, retailers must craft a program that’s:

• Emotionally engaging – moving beyond discounts to meaningful experiences

• Differentiated – reflecting the brand’s unique identity

• Simple and clear – easy for customers to understand and navigate

• Dynamic and intelligent – responsive to real-time behavior and powered by predictive analytics

Smith noted that opt-in strategies are another barrier. “You don’t want to keep asking loyal customers for more permissions. The value exchange needs to be obvious from the outset.”

Looking Ahead: Subscriptions, Strategy and Seamlessness

Both speakers agreed that the next few years will bring more innovation — especially in the form of tiered subscriptions, predictive targeting, and real-time personalization. “Loyalty needs to become dynamic, emotional and intelligent,” Chowdhary summarized.

For Smith, the future lies in simplification and seamlessness. “Retailers need to make it easier for brands to collaborate, and easier for customers to feel like they’re getting something real in return.”

The session ended with a challenge — and an opportunity. As retail media networks continue to mature, loyalty will be the bridge that connects data with context, clicks with bricks, and brands with lasting customer relationships.

You can watch the full masterclass here. You can access all of the masterclasses from the What’s In-Store for Retail Media Networks event in London here.

Unlock the insights—watch the full masterclass here. 

Explore every session from London’s What’s In Store for Retail Media Networks event here.