What does the connected store mean to the UK’s largest grocery retailer? Nick Ashley, Client Development Director for Tesco Media and Insight Platform, shares what Tesco are doing to bring RMNs in-store to enhance customer experience, category impacts and open up new revenue streams. This discussion with the IGD’s Bryan Roberts explores the way in which growing their in-store RMN has brought opportunities as well as challenges and what has been learned in the process. Looking at the relationship between online and in-store, the changing priorities of marketers, promotional placement, the best use of digital alongside “old school” channels and more, Nick shares where he sees the value of in-store RMN for customers, brands and retailers as well as the opportunities that Tesco Media and Insight Platform are interested in exploring further.

According to many recent studies, brands are bullish to accelerate advertising investments in retail media in the store. Yet in-store options remain pervasively underdeveloped in terms of options and revenue when compared to retail digital media. Using The Retail Media Report Card with a special focus on UK in-store retail media opportunities, the panel also queries the role of programmatic in-store, what media buyers need to expand commitments to in-store and the impact on brand and trade funding.

Chris Riegel shares insights about how in-store media is poised to accelerate, its similarities to other media, and how it is radically different – and more powerful (hint, in store media is not destination content, nor is it DOOH; the store is a distinct mission-based space well-understood by merchants). The session focuses on the insights that can be collected in-store, and how that in-store data can be monetized across channels. Chris details economical approaches to scaling networks, maximizing ROI, and increasing the overall enterprise value of a retailer’s most critical asset: their physical store.

From brand takeovers, in-store events, and innovative store-based approaches to loyalty, retailers around the world are using in-store experience in new ways to extract more revenue out of their entire enterprise. Colin Lewis shows how some retailers approach in-store media via creative technologies, innovative approaches to merchandising as well as on-site experiences, and events.

Can all of these tactics be part of an RMN? How can the store be maximized to deliver more value to the shopper, increasing revenue and sales? In the second part of the session, retail innovators discuss how to take the learnings from these regional activations. Panel discussion begins at approximately 22 minutes.

Jeffrey Bustos presents a brief look at the IAB Playbook of in-store measurement best practices. Using in-store measurement standards derived from thousands of data points from across US retailers, the IAB playbook will be an industry standard as well as a comprehensive guide to assess, grow and optimize in-store activations.

Following Jeffery’s presentation, he leads a panel discussion exploring how offline, onsite, and in-store channels work together in a campaign to drive sales. Examining the progress that has been made with measurement across the total market, the panel, featuring the voice of retail, brand and agency, summarizes the steps that have been taken to date and recommend further work to be done. Panel discussion begins at approximately 16:20.

Commerce Media has the potential to generate over $1.3 trillion of enterprise value. This tectonic adjustment will alter the landscape of retailer and brand marketplaces, disrupting relationships while forging new methods of measurement and best practice. Focusing on the stakes to the entire retail enterprise, and clarifying the risks of falling behind, Quentin George explores the practical and tactical considerations for in-store RMN’s in the UK – the three to five year UK forecast for growth of the networks along with insights on in-store engagement and media strategies gleaned from McKinsey’s proprietary worldwide consumer panel.