IAB Europe and IAB released their first set of Industry Definitions and Measurement Standards for In-Store Retail Media on Wednesday, September 19th. Marie-Clare, Puffet Industry Development & Insights Director of IAB Europe, presented the findings as part of the first What’s in Store for Retail Media Networks masterclass, From Traditional to Targeted: The Evolution of Agency and Brand Spending, which is available to watch now. 

Why In-Store Retail Media Standards and Definitions are Necessary

The standards aim to provide unified definitions, measurement guidelines, and best practices for in-store retail media, hoping to instill brands with greater confidence in directing marketing spend towards in-store campaigns. 

With almost 84% of retail sales happening in-store (EMARKETER 2024), there is a huge opportunity for brands and retailers to influence sales at a critical point of the customer journey. Indeed, the IAB standards and definitions work recognizes that in-store retail media is not the same as digital out-of-home (DOOH) as in-store RMN offers more formats and creative solutions as well as operates in a way that has the potential to make much more of an impact on shopper behavior than DOOH. By finding a consensus on how in-store retail media should be understood, measured, and bought, it is hoped that it will attract more advertising dollars as marketers find buying space and measuring success far less complex. 

Topics covered in the IAB In-Store Retail Media Standards and Definitions 

The IAB has focussed on the following areas: 

• Definitions: Clear terminology for the components of any in-store digital Retail Media components.
• Formats: Recommendations regarding the formats for in-store advertising placements.
• Store Zones: Classification of critical areas within stores where media can be deployed (e.g., entry, checkout, aisle) in a standardized way. 
• Measurement: Guidelines for tracking, reporting, and analyzing campaign performance across various in-store formats.

In-Store Retail Media Formats 

The formats which are most extensively explored within the standards and definitions are digital signage, where Scala is a market leader, as well as audio and connected shopping formats which are any retail strategies that combine online and offline shopping channels to create a seamless shopping experience such as in-store hand scanners or retail apps. 

In-Store Retail Media Zones 

The IAB and its contributors, which in Europe included 14 retail media operators, including Ahold Delhaize, Douglas Marketing, Solutions, Kingfisher, MediaMarkt, Schwarz Media, Tesco Media, and Insight Platform, identified five zones in which retail media can be placed. These zones are especially relevant for digital displays, where marketing messages should perform different tasks to reflect where shoppers are in their journey. 

The zones identified by the IAB are:

• Zone 1 – Exterior to Store
• Zone 2 – Entrance and Out of Category 
• Zone 3 – Check out
• Zone 4 – In Aisles 
• Zone 5—Other and Connected Store. This is a catch-all term for areas between the check-out and exit of the store. These may include concessions such as coffee shops or banks, as well as customer service areas. 

In-Store Retail Media Measurement 

In the part of the standards and definitions that will potentially have the most profound industry impact, the IAB sets out a preferred way to sell and assess the success of in-store retail media campaigns. Most interesting to the Scala team is the recommendation that  Likelihood-To-See (LTS) Impressions be used as a key metric to judge in-store retail media placement and performance. IAB recognizes that Likelihood to See is determined using sensor or analytic technology and that this could have data privacy considerations. 

As part of the STRATACACHE family of companies, Scala works closely with Walkbase, which provides highly accurate and anonymous in-aisle store data to determine traffic in-store, customer journeys, and shopper behavior. The Walkbase set of analytic tools works with Scala’s integrated display technology to provide valuable insights on the most effective places to situate a digital display and how many people would have likely seen that display. Not only does this solution answer the GDPR-compliant needs presented in the IAB standards and definitions, but it can also help retailers across a host of in-store operations, including merchandising, staffing, and enhancing the customer experience within the store. 

The work the IAB and its collaborators have done to bring standardization to in-store retail media is very welcome. By providing a universal language and framework, brands can compare retail media networks fairly and allocate budgets accordingly. The emphasis on measurement feels especially important given the questions around the transparency and validity of online programmatic data. By setting out a clear rubric for in-store retail media measurement at the relative infancy of the in-store offering, best practices are established up front, allowing marketers to have greater confidence in their ability to create, book, and optimize marketing campaigns. Retailers will have a means by which to measure customer behavior within their store and use this data to optimize not only their in-store retail media offering but also the experience of shoppers visiting their store. As the experts in the From Traditional to Targeted: The Evolution of Agency and Brand Spending masterclass all state, it is ultimately by centering the customer experience that brands and retailers will achieve real retail media success. 

Learn more about the IAB’s standards and definitions for in-store retail media and the impact these terms will have for retailers and advertisers for their strategy in the From Traditional to Targeted: The Evolution of Agency and Brand Spending Masterclass, which is available to watch now. You can access all of the masterclasses of What’s in Store for Retail Media Networks, presented in cooperation with DMEXCO, here.

The first masterclass of What’s in-Store for Retail Media Networks began with Marie-Clare Puffet of IAB Europe giving the audience of assembled retailers, marketers, and brands a topline look at the IAB’s new In-Store Retail Media Definitions and Measurement Standards. The masterclass was the first time that the findings were shared with the public. The standards and definitions aim to give brands more confidence in using in-store marketing channels and help retailers capture marketing budgets traditionally allocated to linear TV and out-of-home (OOH). You can read more on these standards here. 

Attitudes toward how in-store retail media has been defined and sold up to now were then explored by the panel. Key topics present within the discussion included: 

1. Standardization 

The role of standardization in aligning the fragmented in-store media landscape across international markets and enabling consistent measurement and reporting for advertisers was identified as key to success. With standardization, brands can work across the sometimes confusing “walled gardens” and compare networks fairly to invest, learn from, and optimize their activities.

2. Providing a Seamless Customer Journey

The need to integrate online and offline data and experiences to provide a seamless omnichannel customer journey, leveraging loyalty programs, mobile apps, and other digital touchpoints, is essential. The panel explored how retailers and brands are working to achieve this smooth experience for customers and how they can best integrate new in-store technology with the technology that shoppers already use in-store, such as their phones. 

3. Breaking Down Silos

The panel recognized the challenges of breaking down organizational silos between different teams (e.g., e-commerce, marketing, sales) within both retailers and brands to enable effective collaboration and data sharing. Ahold Delhaize’s Maurits Priem recommended that retailers and brands take inspiration from Miley Cyrus and take a ‘Wrecking Ball’ to institutional silos. The panel also shared successful case studies, such as Unilever’s integration of the e-commerce and marketing departments. 

4. In-Store Technology and Innovation

Technology and innovation will play a critical role in enhancing the in-store experience through features like augmented reality, personalized digital signage, hand scanners, and connected shopping carts. Throughout this discussion, the importance of centering the customer experience was emphasized, with Priem speculating on the immense value of being able to recognize and better understand customer behavior in-store to serve shoppers better. 

5. Best Practices and Learnings for In-Store Retail Media 

The panel recognized that investing marketing spend in in-store retail media can be tricky to justify for many brands. There is yet to be the available case studies and best practices required to feel confident that in-store activations drive results. However, Eva Adelsgruber cited that where the customer journey has been thought through fully and omnichannel considered, there is an opportunity to make more, as shown by recently published results from Google. More data, such as that provided by Google, and a willingness to share best practices are essential to ensure that the opportunities available with in-store retail media are fully understood and that shopper needs are served effectively.

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. More detail on the IAB Standards and Definitions Report is available as in an interview with Retail Media Advisor for IAB Europe, Yara Daher, in which she discusses the formulation and importance of the Standards and Definitions work of the IAB. 

Yesterday, the latest edition of What’s in Store for Retail Media Networks took place at DMEXCO in Cologne. Focusing on the current state and future potential of in-store retail media in the DACH region and Europe, the day explored retail media topics that are proving to be concerns for retailers, brands, and customers regardless of their location.

Below is a summary of each masterclass. You can find out more about the speakers, the topics discussed, and how to receive the recordings of each session, here.

From Traditional to Targeted: The Evolution of Agency and Brand Spending

The day began with IAB Europe giving the What’s in Store attendees the first look at their In-Store Retail Media Standards and Definitions report

Marie-Clare Puffet of IAB Europe defined in-store retail media as « Advertising inventory that uses retail data for planning, execution and measurement in a store which is available to brands. » She then introduced the panel, which discussed the report’s potential impact on campaign planning and team structure. Maurits Priem suggested retailers and agencies be inspired by Miley Cyrus, especially her hit ‘Wrecking Ball,’ and break down the silos between teams to avoid what he described as a « Patchwork of walled gardens » which make it difficult for brands to employ in-store marketing campaigns effectively. Consciousness of the customer was also frequently referenced by the panel. Tesco Media and Insight Platform’s Connor Chappell stressed that any activation « Needs to be built against the customer expectation and experience. » The panel ended with Eva Adelsgruber encouraging retailers and brands to try out in-store retail media to build learnings and case studies to further capabilities and improve effectiveness.

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

Ben Reynolds of Walkbase chaired a discussion on the power of in-store as a marketing platform. Liveramp’s Stanislas Lajounanie stated, « In-store is the next step for retail media, » identifying that « In-store is the space where retailers can offer a personalized, close and human experience to customers. » Joined by Tijmen Willems and Katrina Smart, the panel looked at the evolution of in-store retail media in Europe; Willems suggested that the in-store inventory was previously used as more of an out-of-home platform and now, with sophisticated analytic tools as well as integrated digital solutions that offer moments of customer interaction, convenience, and delight, there is a more significant recognition of the value of marketing in-store. Smart added that there is an appetite for brands to use in-store and that European retail is ahead of the US when it comes to digitalization capabilities. The panel’s conclusion saw the speakers and moderator discuss the data needed for brands and retailers to make informed decisions on the effectiveness of any in-store retail media investment.

From Data Collection to Data Security: Balancing Growth and Compliance in Retail

Data was the key topic of the third masterclass. Chris Riegel was joined by data and privacy experts Dara Kossok-Spieß, Janek Kuberzig, and Dr. Jürgen Hartung. The panel examined what current EU and German legislation means for retailers and the customers they serve. Delving into « The Grey, » a term to describe what isn’t immediately identifiable as legal or not when it comes to data usage, the panel looked at how German retailers have been reluctant to use the wealth of data that they already have and what GDPR and future requirements may mean for innovation especially in small to medium enterprises. In a thought-provoking masterclass, the panel offered their expert opinions on the legal responsibility of retailers or brands in influencing the behavior or choices of shoppers and whether data is ever truly anonymous. The closing discussion focussed on the importance of clear communication with customers and not breaking their trust.

From Clicks to Bricks: Loyalty Programs as the Catalyst for Omnichannel Insights

Data, again, was a key theme for this masterclass featuring Andy Baldauf, Renee Hartmann, and Frank Trefzer and moderated by Ben Reynolds. Loyalty programs and their practical usage by retailers and, more increasingly, brands were dissected by speakers who recognized how their behavior had been influenced by the perks and points of loyalty schemes and how this change in behavior pattern could be best shown in reported data. The value exchanges between customers and retailers were discussed, and best practices regarding how data derived from loyalty programs, with careful collaboration and clean rooms, offered as a means to powerful and safe data deployment.

From Linear to Connected: Connected TV Reshaping Retail-Media Partnerships

In the first deep dive into connected TV (CTV) for the What’s In-store for Retail Media Networks events, Chris Riegel chaired a lively discussion on how brands currently buy CTV space and what may be possible. Christian Zimmer of Teads highlighted the current advertising limitations in CTV spaces where the model and demographic profiles are still closely linked to a linear TV format. He also identified that menu screens and other distinct CTV or streaming spaces are opportunities that have yet to be monetized particularly well. Jay Rajdev of ITV, the UK’s largest commercial broadcaster, has seen many effective campaigns with large UK retailers such as Boots and Tesco and has research that shows the effectiveness of brands using CTV as part of their marketing strategy. Claire Hunt of Atonik Digital shared her experience of the evolving relationship between retailers, publishers, and platforms. The panel agreed that the opportunities for CTV as a component of retail media are great. Still, there is a need to move beyond the existing linear framework for advertising purchasing.

From Shared Profits to Owned Platforms: Supercharging by Fusing DOOH and In-Store

The energy was high in the last masterclass, which saw Chris Riegel start a debate on how similar DOOH is to in-store retail media, positing that many may see retail media as different because of the level of accountability and access to data that it offers. Florian Rotberg saw each as having different capabilities. Remon Buter of GroupM believes there are differences within each category, that it is vital to keep the end goal of any campaign in mind, and that metrics are critical. Frank Goldberg argued that accountable metrics are not available only to in-store retail media and that DOOH has much to offer advertisers regarding impact. The panel queried at what point a digital sign moves from being described as an OOH platform to an in-store retail media (Is it at the store entrance?), which led to a discussion on pricing differences across formats. All three of the panelists offered their take on how in-store digital screens, linked to analytic tools and providing timely data, could impact investment, the allocation of marketing budget, and the types of deals available to brands, such as minimum guarantees on sales.

The masterclasses demonstrated a vast opportunity for success for in-store retail media and for retailers, brands, and platforms when offering spaces for effective advertising messages. However, a few factors must be worked out for these spaces to be fully optimized. These include consistent and clear measurement methods, skilled teams to garner and use data safely and efficiently, and, most importantly, a keen understanding of people.

Data was a thread across many of the masterclasses, but even more prevalent was the appreciation of customers as real people and an awareness of how different people like to shop, what technology they are using where, and their mindsets at various times. To prove effective, any advertising message or new marketing tool must complement or enhance an individual’s experience. Technology will offer a great deal regarding in-store retail media deployment, but the ability to center and serve people should always be the priority.

Videos of all of the masterclasses will be published in the coming weeks. You can register your interest in receiving the videos here. The next What’s in-Store for Retail Media event will take place on January 11th in New York in partnership with NRF.

A practical example: In-store retail media is changing advertising messages – from the perspective of retailers, brands and customers


The IAB will be unveiling the primary findings of their Standards and Definitions report as part of the first masterclass at What’s in Store for Retail Media Networks. Yara Daher, Retail Media Advisor for IAB Europe shared some of what will be discussed in the masterclass as well as what is impacting in-store retail media in Europe. 

Thinking about the IAB and your work with retailers, what have you seen when it comes to the attitude of retailers to in-store retail media networks across the last few years? Everybody’s been talking about the “third big wave” of retail advertising with the three drivers of this being in-store, off-site retail media, and CTV. When it comes to in store-in particular, retailers have all decided “It’s very important and we need to do something about it,” but the details of what to do have become a bit more ambiguous. 

Some have taken the approach of “We’re gonna do everything we used to do in store in a traditional merchant/Co-op, MTF deal and transfer it to retail media, and have better measurement against it and we’re going to call that in-store retail media.” We’ve seen that extreme and then others have said, “No, we’re going to do something completely different. We’re going to try to go after net new budgets, install new technology, have digital signage in-store and make that retail media” and have in-store retail media be a small confine, within the larger in-store activation.

These are the two extremes and there’s everyone in between. I think some retailers are struggling to decide where they want to play and what they want to play with. So that’s on a business and commercial front. In parallel, there’s all the investment that comes with in-store which is slightly different from picking an ad tech company, to have sponsored products in-store which is a low CapEx investment. So retailers are wondering how to justify this CapEx. Retail media hasn’t traditionally had to deal with CapEx investment before so retailers are working out how to account for that spend over the months or across teams so that it makes sense within the P&L of retail media. These are the main things we hear retailers deciding on before they “double down” on in-store retail media. 

Another big theme that’s part of the work we’ve done that hopefully we’ll be discussing at DMEXCO together is, what is the definition of in-store retail media? That ties to everything I’ve just described. Our definition that we landed on, is that it’s the use of retail data to plan, execute and measure and these are the three components that make it retail media. 

Can you share more detail about what you mean when you say retail data? Is it sales data? It’s sales, it’s footfall, it’s loyalty, there are all sorts of signals. What differentiates an out of home banner to an in-store activation is being close to the point of purchase. All of these things need to be tied somehow to the point of purchase but I wouldn’t call it direct sales – the “I saw something, I bought something.” I see it as the correlation between a person being somewhere they can transact and then transacting at that given time or a different time, and how that behavior can be impacted.

How important do you think it is to have a sense of standards and definitions across in-store media? We work with retailers to standardize their offering but we’re really serving the buy-side. It’s very important for retailers because they don’t need to reinvent the wheel every time. Retail media’s been such a nascent industry that every retailer has felt that they need to carve out and build their own definitions each time. So it’s very important for retailers, but it’s much more important for the buy-side. For the buy-side, there’s been so much confusion when it comes to how to buy retail media and how to measure it, that if we don’t create standards, they’re going to go looking elsewhere or they’re going to only go to the top player in each market feeling that the rest is not worth their time. Neither scenario helps the overall industry. 

How do you think the standards and definitions might impact how the buy side operates? Will they think about their budgets in a slightly different way? Potentially look to new retailers and campaign structures? The number one pain point we hear from brands and agencies is that there’s no standards in retail media and that’s what’s hindering their investments and their growth. They want to be able to compare apples to apples. Their biggest complaint is when they’re buying, that they’re having to go and normalize things that can’t be normalized efficiently.

With these standards, we’re answering their demand immediately. Whether it’s standards and definitions for on-site, for off-site or for in-store and hopefully we can keep it going beyond, to aspects such as formats or incrementality or your audiences. There’s so much standardization that needs to happen so that we’re all talking the same language and the buy-side can double down and invest. 

What language is currently being used or has been used by retailers to measure success for in-store in retail media? Are they using language from other platforms such as television or digital out of home? I would say there’s three ways that they’re trying to talk about it. There is digital out of home, TV and audiences because it’s a medium that has the scale, and the third one is aligning it with anything they’ve done on-site. You’ll be able to see, within our release at DMEXCO, that we’ve tried to combine all three where possible. We’re very closely aligned to digital out of home on certain things, especially impression measurement, but then on things such as sales measurement, we’re a bit more closely aligned to what’s been done on owned and operated on-site activations. The goal that we all have is to simplify as much as possible and use terms that have been used before that will resonate within the industry.

For those who might not know about the process could you explain a bit more about what was involved in determining the definitions and standards? We meet with the retailers in a 1.5 day workshop as a starting point. We get feedback from the buy-side ahead of time of what the pain points are and we get feedback from Ad Tech about what’s possible. We take all of that, compile it into an IAB recommendation, and take it to the retailers for them to say if it is possible for them and does it fit their business needs while always keeping in mind that the end goal is to normalize for the buy-side. We have a healthy debate and we had this healthy debate in Paris in early July with approximately 14 retailers from across Europe. Each retailer voiced their concerns, their fears, their excitement. We then put pen to paper on it and that then becomes a document that is circulated with Ad Tech and the buy-side, refined a bit and will be released at DMEXCO. Once it’s released at DMEXCO, we’ll have a public comment period where anyone can voice any concerns or  thoughts they have and then there will be a final release towards the end of the year.

As part of those sessions that you did in Paris, were there any kind of common themes that came up by way of concerns or excitement around the opportunities presented in-store retail media? Retailers are very excited about in-store retail media. They all know there’s a massive space to be addressed. We’ve heard things like there’s budgets from TV that can be captured because the audiences are just as large and they’re probably more captive. Then it boils down to all of the issues we’ve talked about before and ensuring we get it right at the moment.

For brands and advertisers, do you hope that the report will lead to reallocation of budgets and if so, where from?  Yes. That’s the goal and that’s what we aim towards. So I would like to believe it will, yes. We just released an attitudes towards retail media survey which suggests budgets are coming from linear TV, they’re coming from Programmatic, and then, as a far third, from social.

How would you like to see the standards and definitions work being used moving forward? I think it’s a starting point, there’s a lot of room that we can expand on in terms of details like how to measure an impression for example. We’ve laid the foundation and we’ve used the terms but there’s a lot of things that will be a future piece of work, and we can’t stop here. We need to address the future pieces of work to keep the industry moving forward. We always need to be serving the buy-side. Are they going to be able to buy this efficiently? That’s the question we always need to be asking ourselves.

Learn more about the IAB’s standards and definitions for in-store retail media and the impact these terms will have for retailers and advertisers for their strategy in the From Traditional to Targeted: The Evolution of Agency and Brand Spending Masterclass available to watch now. You can access all of the masterclasses of What’s in Store for Retail Media Networks, presented in cooperation with DMEXCO, here.

Invidis have released their annual CMS ranking and STRATACACHE/Scala is at the top with over 2.5 million active licenses worldwide. We are obviously hugely proud and pleased to have our position as market leader recognised and publicized in this manner.

We would not be the market leader without the work of our teams, partners and clients. Through our considered work, we have built up a reputation of providing solutions that truly serve the audiences for which they are intended. We develop bespoke software solutions that are versatile and, most importantly, scalable as businesses choose to extend our solutions across new touchpoints and premises.

When we say bespoke, we mean it in the truest sense. We craft the software and produce the hardware, ensuring that activations run flawlessly and align perfectly with the distinct specifications of our clients. Our team is a blend of creative thinkers and pragmatic problem solvers, with an in-house support team that guarantees smooth system launches and uninterrupted operations.

We understand that each business and brand is unique. Our solutions are a reflection of the diverse industries that employ us and the specific problems they want to solve. We take pride in our collaborative approach, working across marketing, tech, and experiential teams. We listen carefully to our clients, partners, and the industry at large. In a fast-moving business environment, we stay on top of the latest capabilities and changes to trade, such as legislation and customer attitudes, to ensure we offer the best possible service. Our solutions are designed to grow, handle more information, and serve more creative experiences as businesses and customer demands evolve.

Take a look at our case studies to see the variety of industries which we serve. You can experience our solutions first-hand at the upcoming events we’ll be attending. Scala has been in operation for almost 40 years and, now as part of the STRATACACHE family of marketing technology companies, we have, as demonstrated in the Invidis ranking, an unrivaled capability to deliver solutions globally.

We extend our heartfelt thanks to Invidis for the recognition. But more importantly, we want to express our deepest gratitude to all those who have trusted us with their business and grown with Scala and STRATACACHE. Your support has been invaluable as we continue to deliver unparalleled signage and software solutions.

In 2023, the automotive industry improved customer satisfaction through digital solutions and omnichannel shopping. By 2025, more buyers will use a mix of online and in-person tools. Automotive retailers can stay competitive by using digital signage for personalized experiences, transparent pricing, and operational efficiency, enhancing both customer and employee engagement.

In May, Alison Rank, Director of Enterprise Accounts at Scala, attended the Women in Automotive conference in Colorado. She sat down to discuss with us her overall experience there, what she learned, and what Scala can provide to the automotive industry.

QUESTIONS

Q: What kinds of conversations were you engaged in with other attendees while attending Women In Automotive?

A: The conversations covered a wide range of topics. Everyone at the conference was genuinely focused on making deep connections and uplifting each other. This atmosphere was set by the board and leaders, who treated each of us as special, unique individuals throughout the three days.

Each session encouraged dialogue rather than just presentations. We openly discussed the opportunities and challenges in the automotive industry, collaborating on ideas for improvement. Our conversations covered the future of automotive and ways to enhance the experiences of customers, employees, OEMs, and the industry as a whole.

We also had the chance to sign up for board dinners, which provided a more intimate setting to connect with board members and other attendees. These smaller gatherings allowed us to share personal insights on our experiences with the car-buying process and being women in the automotive industry. The conference was incredibly cohesive and well-rounded, unlike any other I’ve attended before.

Q: What were your biggest takeaways from the event?

A: I had so many! The first keynote by Subi Ghosh, Executive Vice President of Strategic Partnerships & Marketing at Stream Companies and Partnerships Chair at Women of Color Auto Network, was incredibly impactful. A major takeaway from her session was the power of showing three acts of kindness to everyone you want to connect with. This means helping someone without any agenda, giving a genuine compliment, or celebrating something they did or said that resonated with you. This approach builds strong bonds and fosters organic problem-solving and collaboration.

Another key takeaway was the importance of being guided by data. Tara Rego, Director at Spectrum Reach, emphasized this in her talk. Understanding your clients through data—such as who is coming into your store, what they’re interested in, their TV viewing habits, and their interactions with complementary or competing products and industries—enables you to tailor your approach to resonate with them and drive engagement.

Q: How has the automotive industry evolved technology-wise, and how can our solutions organically fit into the space? How can our solutions be implemented best?

A: The automotive industry has seen significant technological advancements, particularly in enhancing the online car-buying process with advanced personalization. The key opportunity now lies in bridging the gap between online and in-person experiences, ensuring the same level of personalization and excellence.

Studies mentioned during the conference highlight the importance of customer experience: 75% of customers are willing to spend more and buy from companies that provide a great experience, while 76% will stop doing business with a company after just one bad experience. Additionally, 92% of surveyed dealers view client experience success as extremely important. This presents a tremendous opportunity and a critical area of focus to excel in.

To implement our solutions effectively, we need to ensure they integrate seamlessly into both online and in-person interactions, providing a cohesive and personalized customer journey. Scala focuses on delivering outstanding experiences at every touchpoint. We can meet the high expectations of today’s consumers and drive success in the automotive industry by Leveraging the STRATACACHE global family of innovative, complementary technologies. Imagine this: a dealership equipped with sensor technology and integrated with the dealership management system (DMS) can identify specific customers or car make/models the moment they drive onto the lot. This allows the dealership team to offer a personalized welcome and anticipate each customer’s needs right from the start.

The Scala data integration capabilities play a crucial role in this ecosystem, seamlessly linking advertising and consumer data at both macro and granular levels. As this ecosystem evolves, fueled by advancements in machine learning and rich customer insights, the potential to personalize and enhance the experience for both customers and the automotive team becomes limitless.

Q: What would you say dealerships are prioritizing most? 

A: Dealerships are focusing on creating personalized, integrated interactions that seamlessly transition from their websites to the in-person dealership experience. The goal is to meet each customer where they are. Some customers enjoy spending time in the dealership exploring options, while others prefer to do their research online and come in only to test drive a specific car. The priority is to offer a personalized, consultative experience where every individual feels seen, known, and empowered.

Q: What was the most innovative or interesting idea you heard while attending Women in Automotive?

A: The concept of the Science of Storytelling, particularly Neuro Synchronization, discussed by Jake Stacey, Executive Vice President Sales, Effectiveness, and Training, stood out as incredibly interesting. Stories are 22 times more memorable than facts and are highly effective in promoting behavior change. When we share stories effectively, the neural activity of the storyteller and the listener synchronizes. 

In the competitive car-buying process, achieving Neuro Synchronization with customers through meaningful stories can make a significant difference. Sharing stories about how and why your brand, dealership, service center, or auto body shop—and the amazing people who work there—can be trusted and relied upon can foster customer loyalty and influence their purchasing decisions.

Q: What parallels did you find between the automotive industry and other industries? Are there any adjacent industries that overlap?

A: Absolutely, the automotive industry is a key part of the broader retail and service sectors. There are significant parallels, particularly in the use of data and tools to personalize and reach consumers. This approach spans various industries, from Quick Service and Fast Casual restaurants to travel and transportation, manufacturing, logistics, and more.

During the Women in Automotive (WIA) conference, I was often reminded of the NRF 2024 conference I was a part of, “NRF and STRATACACHE Present: What’s In Store For Retail Media Networks.” An entire day was dedicated to the world of in-store RMNs, where we discussed the extensive data we can collect through sensors and other methods. It was exciting to see and confirm that we’re already leveraging these techniques as a foundation of our business and data integration and approach to personalizing experiences.

As we continue to develop our solutions, advancements in one industry can benefit others. For example, self-serve kiosks and personalization features developed for Quick Service and Fast Casual Restaurants to suggest side dishes or specials can similarly be used in dealerships. Service and sales professionals can guide customers through their options to find exactly what they need for their cars. By advancing these solutions, we are building a foundation that benefits multiple industries, creating a versatile and extendable platform.

Q: As a consumer who is also a digital signage expert, what technology would you want to see when visiting a dealership?

A: I have two recent real-life examples that highlight the kind of technology I’d like to see:

1. Guided Purchase Assistance: When I bought my last car, I initially wanted a convertible sports car. However, considering my lifestyle and previous cars, an SUV was a better fit. A good friend who is a GM for an auto group asked me the right questions, guiding me to choose an SUV with a panoramic sunroof instead. This decision ultimately provided me with greater value and led to a $10K upsell. I love to see intelligent digital solutions that replicate this experience. Such technology guides customers through a series of questions to help them identify their ideal vehicle. This can be implemented as a tool for salespeople or service technicians during customer consultations, or as a self-service option for customers to use independently.
2. Enhanced Service Experience: I had a frustrating experience with my daughter’s car during a 75K mile service. Multiple mistakes were made, requiring three trips to the dealership and resulting in unauthorized services that the dealership had to cover. Additionally, we faced a 20-minute wait upon arrival to pick up the car. This could have been avoided with simple dashboards for the service team, ensuring accurate service and efficient customer interactions. Such technology would empower the dealership to provide a seamless and welcoming experience, enhancing overall customer satisfaction.

Q: Do you think with a high end purchase, consumers are more open to personalization? If so, to what extent?

A: Absolutely,with high-end purchases like cars, consumers are often more open to personalization to a significant extent. Personalization in this context goes beyond just customizing the features of the vehicle; it extends to the entire buying experience. High-end consumers expect tailored recommendations, exclusive offerings, and personalized services that cater to their specific preferences and needs. This level of personalization not only enhances the buying process but also strengthens the relationship between the consumer and the dealership or brand. It can influence decisions, build loyalty, and justify higher price points based on the perceived value and individualized attention received. Therefore, personalization plays a crucial role in satisfying the expectations and preferences of consumers making high-end purchases.

Q: What was your favorite aspect of the event?

A: My favorite aspect of the event was how deeply I got to know so many people. I started by quoting Subi Ghosh, and I’ll end by quoting her again. Subi talked about a group of friends and associates that she calls her “brain trust.” These are the people who set your brain on fire—who inspire and excite you in ways that make you the best you can be. That’s truly what I feel we all developed at this conference. I came knowing no one and left with what has become a “brain trust” tribe of many great friends and allies.

Shoptalk Europe is proving itself a hub of interesting conversations, enthusiastic questions and innovative potential answers.  The momentum for the in-store experience is clear with many recognizing the opportunities presented by a shopper offer that includes bricks and mortar. Over 80 per cent of grocery sales are still made in-store so the potential benefits of assisting shoppers well in the aisles are immense. It’s no wonder that brands and retailers are keen to get the in-store elements just right.

User generated experiences (UGE) is a topic that has risen a few times in conversations and meetings already — customers engaging with an in-store experience to create a solution or find products that are truly personalized based on the information provided at the point of interaction and possibly also including loyalty data.

Pardon the awkward word play but this could be ‘UGE for brands. For one, it seems to signal a move away from brands acting as a mix of Psychic/Genie – granting the wishes of customers before they even knew what they desire. Convenience is still a priority but with UGE the experience is far more collaborative, with the data shared done so deliberately with a clear goal in mind. Secondly, the data that a brand can get from an effective UGE is valuable. Potentially more detailed than what can be gathered from sales data alone, UGE responses can better inform personalized promotions and loyalty rewards (more on loyalty in a later blog) as well as, when collated, potentially identify new market gaps and opportunities.

At Scala we pride ourselves on captivating in-store experiences that work hard for brands, retailers and the customers they serve. We’ve helped brands create compelling in-store user generated experiences for years. What’s especially exciting for me is the way that these experiences play a role as part of a retail media network. I think they demonstrate why in-store retail media is far more than just an out of home offering. I touched on the differences between a DOOH and a retail media network in my presentation yesterday (thank you to the 300 odd of you that came along). If you’d like to learn more and are fortunate enough to be in Barcelona, then swing by G30 or contact us.

In partnership with Retail Technology Show, Scala welcomed 200 attendees to a day devoted to in-store retail media networks.