Blog | From Data to Decisions: Unlocking the Power of Performance Marketing for Measurable Success

The second masterclass of “What’s in-Store for Retail Media Networks” began with Ben Reynolds of Walkbase giving the audience of assembled retailers, marketers, and brands an overview on the future of retail media, particularly in-store digitalization and how it integrates with e-commerce. The conversation with Katrina Smart from Mars United Commerce, Stanislas Lajouanie from LiveRamp, and Tijmen Willems from PRN revolved around gathering and utilizing customer behavioral data in physical stores to enhance the retail experience, similar to how data is used in online environments. The panel discussed how retail media is evolving to leverage technology like digital screens, mobile apps, and sensors to improve customer engagement and drive sales.

Key topics covered within the discussion include:

1.Importance of In-Store Data

While e-commerce sites have long been an important source of behavioral data for marketing, this discussion highlights how the retail landscape is transforming, and stores need to capture in-store customer behavioral data just as effectively as e-commerce sites do. This data includes what customers touch, consider, and ultimately purchase. Retailers are focusing on how they can close the gap between digital and physical interactions.

Retailers and brands are also looking for closed-loop attribution, similar to online channels, to track the customer journey from initial exposure to purchase.

“The store is integral to retail media. It’s where retail media started… it’s how you’re speaking to customers through your print ads, and as it has evolved, it’s now become crucial just because of the evolution that we’ve seen with digital.” — Katrina Smart, VP Digital Commerce Europe – Mars United Commerce

2. Omnichannel Experience

The panel emphasized the importance of creating a seamless omnichannel experience, blending the online and in-store experiences for consumers. By using in-store data effectively, retailers can offer personalized ads and content based on customer interactions in the store, similar to how they do online.

Also a heavy point of discussion — how this omnichannel experience can enhance customer loyalty and engagement by making the customer journey more relevant, whether they’re shopping in the physical store or browsing online.

“Retail stores are the place where you can provide a personalized, close, and human experience to your consumers, and I think that is absolutely key in order to

improve customer experiences overall.” — Stanislas Lajouanie, MD Continental Europe – LiveRamp

3. Privacy and Data Collaboration

With the increased collection of in-store data, privacy was a major point of concern in this discussion. Panelists agreed that retailers need to be transparent about the value exchange when collecting data, and they must ensure consumers understand what they are opting into.

“You need explicit consent, and there needs to be a very clear value exchange. So what do I give in terms of data, and what do I get in return? Personalized ads? Discounts? It needs to be very clear.” — Tijmen Willems, VP Retail Media EMEA – PRN

The panel of experts also discussed how privacy needs to be maintained while working within “clean rooms” where brands and retailers collaborate and share data securely for targeting and measurement.

4. Regional Differences in Retail Media

The discussion compared the maturity of retail media between Europe and North America. While the U.S. has been a leader in online retail media, Europe has been at the forefront of in-store digitalization.

“Europe was quite early in adopting in-store retail media, but it was more of a digital out-of-home network without the data. In the U.S., online retail media really started off in 2012 with Amazon.” — Tijmen Willems, VP Retail Media EMEA – PRN

There’s a sense that in-store digitalization is growing rapidly in Europe, but the U.S. is catching up as retailers, including leading big box retail stores, begin testing innovative solutions such as personalized ads delivered through mobile apps during in-store shopping.

5. Technology and Measurement

The panel touched on the importance of using technologies such as AI, sensors, and RFID to gather meaningful in-store data and enrich customer experiences. They also emphasized the need for standardization in metrics across stores to ensure reliable comparisons for advertisers.

One of the technological innovations discussed was the ability to deliver personalized content based on real-time interactions in-store, such as displaying product information on screens when a customer picks up an item, or adjusting ads based on location and time of day.

“If you can enrich [customer experiences] with in-store data and intent signals—like which products they picked up or considered but didn’t buy—it adds a lot of value.” — Stanislas Lajouanie, MD Continental Europe – LiveRam

6. Retailer-Owned Media and Monetization

Lastly, the panel discussed how in-store media offers retailers an opportunity to monetize owned media spaces, such as digital screens or shelf space, by providing personalized ads and content to enhance the shopping experience and make it more relevant for each customer.

The panel concluded that while in-store retail media is still in its early stages, the potential for growth is immense, driven by improving technology and decreasing costs of digitalization, allowing retailers to create personalized, data-driven experiences.

“The future of in-store retail media is bright… technology is evolving, and the cost of screens and other tools is coming down, so we’re going to see a lot of change in the next few years.” — Ben Reynolds, VP Business Development – Walkbase

The panel made it clear that retail media is undergoing significant change, with in-store data playing a crucial role in shaping the future of omnichannel retail. Privacy, data collaboration, and the use of innovative technologies like RFID and sensors are key enablers, and standardizing measurement practices will help brands make better use of their investments. Overall, the session predicts rapid growth in the sector, with Europe currently leading in digitalization, but the U.S. quickly catching up.

You can watch the masterclass here. You can access all of the masterclasses of What’s In-Store for Retail Media Networks, presented in cooperation with DMEXCO here.