A quick recap of the six Scala What’s in Store for Retail Media sessions at DMEXCO 2024.
DMEXCO 2024 brought together the brightest minds in retail, marketing, and technology, offering a stage for innovative ideas and actionable strategies. Scala’s masterclasses at the event were packed with hundreds of attendees and spotlighted the dynamic evolution of in-store retail media networks (RMNs), focusing on how brands, retailers and agencies can harness data and technology to create compelling, creative marketing campaigns to drive sales and increase revenues.
Here’s a quick recap of the thought-provoking sessions, each addressing critical components of the retail media landscape:
1. From Traditional to Targeted: The Evolution of Agency and Brand Spending
This masterclass explored how agencies and brands are shifting investments towards in-store RMNs and what universal standards are required to allow them to feel confident in making that investment. Read the full breakdown here.
2. From Data to Decisions: Unlocking the Power of Performance Marketing for Measurable Success
Performance marketing has transformed retail, bridging data and actionable strategies to deliver measurable success. Learn how retailers are gathering that data and the way brands are using it here.
3. From Data Collection to Data Security: Balancing Growth and Compliance in Retail
Retailers must strike a delicate balance between leveraging customer data for growth and adhering to stringent data privacy regulations. Dive deeper into this essential topic here.
4. From Clicks to Bricks: Loyalty Programs as the Catalyst for Omnichannel Insights
Loyalty programs provide a rich source of customer insights that can drive both digital and in-store strategies. Explore how they bridge online and offline experiences here.
5. From Linear to Connected: Connected TV Reshaping Retail Media Partnerships
Connected TV is redefining RMNs by enabling seamless integration across channels, expanding reach and relevance. Discover how it’s reshaping partnerships here.
6. From Shared Profits to Owned Platforms: Supercharging by Fusing DOOH and In-Store
Explore the convergence of DOOH and in-store retail media and what makes the two offerings quite separate. Learn about the need for consistent measurement, customer-centric strategies and leveraging data-driven insights to optimise advertising impact and budget allocation. Take a closer look at the fusion of DOOH and in-store retail media here.
What’s Next for RMNs?
DMEXCO 2024 highlighted the pivotal role of in-store RMNs in the modern retail ecosystem, with tools and solutions provided by Scala, Walkbase and others enabling brands and retailers to create personalised, data-driven experiences that resonate with today’s consumers.
The ways in which in-store retail media has transformed retail relationships, marketing structures and customer experience will be explored more deeply in the next “What’s In Store for Retail Media Networks” event, scheduled for January 11, 2025. Held in partnership with the National Retail Federation (NRF), this event is poised to be a cornerstone of NRF 2025: Retail’s Big Show in New York City.
Participants will gain actionable insights from thought-provoking discussions, network with industry leaders, and explore strategies to innovate in this evolving space. Register now for NRF 2025 and secure your spot for the “What’s In Store for Retail Media Networks” event here.
