The final panel discussion at the What’s In Store for Retail Media Networks presented by STRATACACHE put a spotlight on the biggest trends, challenges and opportunities shaping the future. Jonathan Rosen, Global EVP of Strategy, Retail Media Networks, PRN, and Andy Murray, Executive Chairman at Saatchi & Saatchi X, held an engaging conversation that synthesized the most impactful themes from the event.

Retail Media Networks: A Sure Bet for the Future

Mark Boidman of Solomon Partners’ presentation was the first cited in the discussion. He asserted: retail media networks are the “surest bet” for future investment. This optimism signals that retail media isn’t just a passing trend — it’s becoming a critical pillar of modern commerce. The panelists reinforced this idea by discussing how international markets, particularly in Europe, are already advancing in-store connectivity and leveraging retail media in innovative ways.

Retailtainment: The Store as the Strongest Channel

One major theme throughout the discussion was the evolving role of physical stores in the retail media mix. Retailtainment — blending entertainment and retail — was highlighted as a key strategy, especially as in-store experiences become more immersive and interactive. Walmart Mexico’s approach was cited as a strong example of how stores can serve as both the primary engagement channel and a powerful media asset.

Mindset and Leadership: The Key to Retail Media Success

The conversation frequently returned to the importance of leadership and mindset in driving retail media forward. Albertsons emphasized a “curiosity mindset” as essential to success, while Costco and CVS highlighted the need to lower merchant costs and reinvest those savings into media. Leaders at Macy’s and other major retailers underscored the need to upskill teams, bridge departmental gaps, and foster stronger collaboration between merchants, marketing teams and media partners.

Collapsing the Distance Between Inspiration and Purchase

One of the most exciting takeaways from the discussion was how brands and retailers are working to reduce friction in the shopping journey. The goal? To collapse the distance between inspiration and purchase, ensuring that consumers can seamlessly transition from awareness to conversion. The panelists highlighted the growing integration of commerce and advertising, making it easier for consumers to take immediate action when exposed to a retail media message.

Navigating the Complexity of Retail Media Measurement

As retail media networks grow, so do the challenges associated with measurement. The panel discussed the ongoing debate between market mix modeling and multi-touch attribution, with George from MRC weighing in on the complexities of evaluating effectiveness. Frequency capping also emerged as a key challenge — how can brands ensure they’re reaching the right consumers without oversaturating them with redundant messaging?

The Future of Retail Media: A More Unified Approach

Looking ahead, the panelists pointed to international markets, particularly Europe, as a source of inspiration for the future of retail media. Retailers like Carrefour are already integrating measurement and media in ways that North American retailers can learn from. The discussion also touched on hyperlocal targeting, in-store dayparting and the potential for retail media to become even more dynamic and responsive to real-time shopping behaviors.

A Call for Collaboration and Senior-Level Engagement

The panel concluded with a call to action for deeper industry collaboration and greater engagement from senior leadership. As retail media networks mature, it’s crucial that CMOs, CFOs and other top executives become more involved in shaping their strategies. The non-pay-to-play format of the event was praised for fostering open discussions and knowledge-sharing, setting the stage for continued innovation in the space.

Final Thoughts

The panel made it clear: retail media networks are not just an emerging trend — they are rapidly becoming a fundamental component of modern retail strategy. From refining measurement techniques to fostering collaboration between merchandising and media teams, the industry is navigating a complex but highly promising evolution. As retail media continues to mature, the brands and retailers that prioritize agility, collaboration and consumer-centric thinking will be best positioned for success.

As retail media networks (RMNs) continue to prove their value, the conversation is shifting from online to in-store, unlocking new opportunities for advertisers and retailers alike. At the recent What’s In Store for Retail Media Networks event during the NRF 2025 and presented by STRATACACHE, industry leaders from Macy’s Media Network and CVS Media Exchange shared their insights on how retailers are navigating the in-store media landscape while maintaining a seamless omnichannel experience.

The In-Store Retail Media Opportunity

The panelists — Michael Krans, Vice President of Macy’s Media Network (MMN), and Brendan Rodgers, Lead Director of Commercialization at CVS Media Exchange (CMX) — painted a detailed picture of an evolving in-store media landscape. While digital retail media has seen explosive growth, physical stores remain a critical touchpoint for customers. Both Macy’s and CVS recognize the potential of in-store media but are approaching its implementation with careful consideration to enhance the customer experience rather than disrupt it.

Macy’s Approach: Thoughtful Expansion: Macy’s has embraced a measured approach, integrating in-store media through digital screens in 98 stores and offering Wi-Fi confirmation page ads. With a long-term strategy, Macy’s is prioritizing customer engagement while ensuring media integrations align with their broader marketing initiatives. As Michael Krans explained, “Any ad experience we introduce must excite customers, compel them to share, and help them find what they’re looking for.”

CVS’s Strategy: Customer-Centric Innovation: CVS, with its 9,000-store footprint, is also leveraging in-store media to complement its digital strategy. CMX is strategically placing digital screens in high-dwell areas such as pharmacy sections and checkout lanes, ensuring relevance without overwhelming shoppers. Brendan Rodgers emphasized the importance of maintaining trust, noting that “just because you can put an ad somewhere doesn’t mean you should.”

Seamless Omnichannel Integration

Both retailers highlighted the need for omnichannel cohesion — ensuring in-store retail media is an extension of digital efforts rather than an isolated initiative.

At Macy’s, the focus is on creating marketing consistency across touchpoints. This includes aligning in-store advertising with seasonal campaigns and digital activations. Michael Krans noted that Macy’s aims to “integrate brand partners into major moments like the Thanksgiving parade and holiday shopping seasons.”

For CVS, the key lies in leveraging customer data. With its ExtraCare program driving 67% of sales, CMX ensures in-store messaging aligns with customers’ online behaviors. Brendan Rodgers highlighted that “15 million customers take action online before visiting a store, and nearly half make a purchase in-store within 48 hours of searching online.”

Building Cross-Functional Collaboration

A recurring theme throughout the discussion was the necessity of internal collaboration. Successfully implementing in-store media requires alignment across marketing, merchandising, finance and store operations teams.

Michael explained how Macy’s RMN is taking the lead in fostering these connections: “Retail media teams must bridge the gap between digital and in-store experiences, ensuring that new initiatives serve both customer needs and business objectives.”

Brendan echoed this sentiment, advocating for regular internal roadshows and workshops to bring teams together. “Getting people in a room to align on strategy makes all the difference,” he noted.

Key Takeaways for Retailers Exploring In-Store Media

For retailers considering in-store media investments, the panelists offered valuable advice:

• Start with Data: Understand customer behaviors to ensure media placements enhance the shopping experience.
• Prioritize Customer Experience: Avoid turning stores into overwhelming ad spaces — focus on relevance and value.
• Align with Broader Marketing Initiatives: Ensure in-store activations complement digital campaigns and seasonal promotions.
• Foster Internal Collaboration: Success hinges on cross-functional teamwork, so engage all stakeholders early in the process.

Final Thoughts

The future of retail media is undeniably omnichannel, and in-store retail media represents the next frontier. However, as the panelists emphasized, thoughtful execution is key. By prioritizing customer experience, leveraging data-driven insights and fostering internal collaboration, retailers can unlock new revenue streams while strengthening customer relationships.

As in-store retail media evolves, the question is no longer if retailers should invest in it, but how they can implement it in a way that enhances — not disrupts — the shopping journey.

In-store retail media is seeing particularly strong momentum across global markets even in times of economic uncertainty. At the STRATACACHE What’s In Store for Retail Media Networks event at NRF 2025, a panel of industry experts from Walmart Connect Mexico, OBI First Media Group, REWE Group Retail Media Connect, and SMG discussed the growth of in-store retail media and shared their insights on best practices, measurement strategies, and future trends.

Why In-Store Retail Media is Thriving Globally

While in-store retail media has gained traction in the U.S., its adoption in Europe and Latin America is expanding even more rapidly. Panelists highlighted several key drivers:

• Customer-Centric Strategies: Patricia Grundmann, VP of Retail Media and Managing Director of OBI First Media Group, emphasized the importance of aligning in-store media with customer journeys. For retailers with large-format stores, this means integrating digital signage, in-store radio and video walls to engage shoppers from the parking lot to the checkout aisle.
• High Retail Foot Traffic: Ailne Garza Heiras, Head of Planning and Client Success at Walmart Connect Mexico, noted that 94% of Walmart Mexico’s sales come from physical stores, presenting a unique opportunity to reach millions of customers daily — often more effectively than traditional media channels.
• Data Integration: Successful retail media strategies rely on merging online and offline data, enabling brands to deliver highly targeted and personalized in-store experiences.

What Advertisers Want from In-Store Retail Media

Advertisers are increasingly investing in in-store retail media, but their priorities vary by market. According to Christian Raveaux, Head of Retail Media Connect at REWE Group, new product introductions are one of the biggest use cases for in-store retail media. Brands need more than just return on ad spend (ROAS); they also seek increased awareness and measurable brand impact.

Sean Crawford, Managing Director for North America at SMG stressed the importance of consistency across media touchpoints. Advertisers expect their messaging to remain uniform whether a shopper sees an ad in-store, on a retailer’s website, or through off-site programmatic channels. Moreover, advertisers are focused on minimizing wasted ad spend by leveraging first-party retail data to reach the right customers at the right time.

Overcoming Operational Challenges at Scale

Implementing in-store retail media at scale presents logistical hurdles. Walmart Connect Mexico has focused on three key areas:

1. Digital Transformation – Migrating from traditional media like printed shelf tags to digital signage and smart displays.
2. Personalization and Smart Sensors – Deploying in-store sensors to tailor advertising based on real-time shopper behavior.
3. Omnichannel Measurement – Achieving digital-like precision in measuring in-store campaign effectiveness.

Sean Crawford pointed out that many retailers are still navigating the complexities of becoming media companies. Structuring retail media operations, managing ad tech investments, and ensuring internal alignment on revenue flow are all critical to scaling successfully.

The Importance of Measurement and Standardization

Retailers and advertisers alike are seeking more robust measurement solutions. Patricia Grundmann emphasized that first-party data, particularly from loyalty programs, plays a crucial role in capturing insights beyond purchase data. OBI First Media Group, for example, uses its loyalty app not only to track transactions but also to engage customers with service offerings like virtual home improvement consultations.

Christian Raveaux highlighted the significance of integrating in-store metrics with established digital measurement frameworks. As industry standards for in-store media measurement continue to develop, early adopters are gaining an edge by proving the impact of their campaigns through A/B testing, brand lift studies, and foot traffic analysis.

What’s Next for In-Store Retail Media?

Looking ahead, the panelists identified three major trends shaping the future of in-store retail media:

• Expansion of Digital Signage – Retailers are investing in digital screens, seeing rapid ROI and a shorter payback period.
• Retailtainment and Experiential Marketing – Walmart Connect is piloting flagship brand stores and large-scale in-store events to create immersive brand experiences.
• AI and Personalization – The next frontier is leveraging AI to dynamically adjust in-store advertising based on real-time customer engagement.

Final Thoughts

As retail media continues to mature, in-store activations are becoming a key differentiator for global retailers. This panel discussion underscored that success in this space depends on integrating digital capabilities, leveraging first-party data, and refining measurement frameworks.

For brands and advertisers, in-store retail media is no longer just about point-of-purchase marketing — it’s a fully connected, omnichannel experience that drives brand engagement and sales at scale.