Retailers increasingly view physical stores as platforms for immersive experiences and advertising rather than only places to sell products. Eighty percent of shopping still occurs in stores, and many retailers prioritize enhancing in-store experiences by investing in touchscreens, virtual reality, and augmented reality. In-store environments remain the most influential yet least digitized touchpoints, requiring strategies that bridge physical and digital channels to form cohesive media ecosystems. Media tactics and merchandising strategies must integrate so packaging, shelf layout, signage, and product mix work together to create unified shopper experiences that deliver measurable advertising and sales results.
The future of in-store retail media isn't filling a store with more rows of screens. The goal is to build customer-centric experiences to create what I call a true retail experience network. Real success comes from creating moments that enhance the shopping journey and drive measurable outcomes. A year into my role leading Sam's Club Member Access Platform (MAP), I've seen how quickly the conversation around in-store retail media has evolved. Retailers are no longer thinking of their physical footprints simply as places to sell products, but also as platforms for experiences that engage shoppers in meaningful ways while driving measurable growth from advertising.
This shift isn't just an idea a few retailers are exploring. It reflects broader trends taking shape across the industry. According to Deloitte's 2025 U.S. Retail Industry Outlook, 80% of shopping still takes place in physical stores. More than one-third of retail executives surveyed stated that enhancing the in-store experience is one of their top priorities for growth. Many are investing in elements like touchscreens, virtual reality and augmented reality technologies that bring a brand's story to life.
In-store remains the most immersive, influential touchpoint, yet it's the least digitized. Retail media needs to enhance experiences, bridging the gap between physical and digital, to create a cohesive media ecosystem across screens and shelves. The industry-wide question of whether retail media is media or retail misses the point. It's both. Its real power comes when media tactics and merchandising strategies support each other to create a unified shopper experience that drives measurable outcomes.
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