At the recent What’s In Store for Retail Media Networks event in London, the third masterclass brought together two trailblazers in the in-store retail media space: Georgia Riley from the John Lewis Partnership and Patricia Grundmann of OBI First Media Group. Moderated by Retail Gazette’s Kieran Howells, the session offered valuable insights into how these leading retailers are redefining the in-store experience and retail media’s role within it.
Both John Lewis and OBI are investing in retail media networks that enhance—not disrupt—the in-store customer experience. Georgia Riley outlined how John Lewis and Waitrose are mid-way through a five-year transformation that focuses on uniting physical media assets like digital screens, recipe cards and window displays to tell a cohesive customer story. The goal: guiding and enriching the customer journey without overwhelming it.
For OBI, the journey is more mature, having started seven years ago. Patricia Grundmann highlighted the importance of supporting long and often complex decision-making processes in DIY shopping. By linking CRM data across channels and markets, OBI tailors campaigns to local store conditions and real-time context—such as weather or product availability—bringing precision to both endemic and non-endemic brand activations.
Both speakers agreed: data is powerful, but only when it tells a clear story. Riley acknowledged the temptation to over-deliver data to brand partners and stressed the need to shift towards insight-led narratives that demonstrate emotional connection and long-term brand building—not just ROI.
Grundmann broke data strategy into three pillars: performance measurement, customer insights, and audience segmentation. At OBI, these components enable retail media to begin with data, shape campaign strategy, and validate outcomes—transforming raw metrics into actionable value for brands.
A major theme throughout the discussion was internal alignment. Riley spoke candidly about the challenges of navigating internal expectations—some stakeholders viewing retail media as quick revenue, others as a disruption to carefully curated store environments. For both John Lewis and Waitrose, the key is patient collaboration, testing, and proving the value of well-integrated brand campaigns.
At OBI, aligning with category management was essential from the outset. Grundmann emphasized the need to avoid internal friction, positioning retail media as a strategic pillar (not a sales add-on) and using customer data to extend what “home and garden” means through both endemic and non-endemic partnerships.
Ultimately, the session underscored that in-store media should act as a guide—helping customers navigate physical space, discover relevant products, and connect with brand narratives. For both retailers, ideal campaigns are collaborative, context-aware, and seamlessly integrated into the wider customer experience.
Retailers and brands alike should take note: when done right, in-store retail media doesn’t just drive sales—it drives meaningful engagement.
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