In-Store Retail Media Playbook - From Customer Journey to Measurement

Understanding consumer and shopper behavior and how individuals interact with in-store and Digital Out-of-Home (DOOH) advertisements is crucial for creating effective retail media strategies. Modern consumers expect not just transactions but experiences that are engaging, personalized and seamless across all touch points. The ongoing evolution in data analytics and privacy regulations will require retailers and brands to be agile and forward-thinking, ready to adopt new methodologies for measurement and optimization.

During this hands-on workshop, attendees can expect to participate in groups to collaborate on the following:

• Map the Journey: Develop a customer-centric strategy throughout the store that focuses on solving the consumers' problems and reducing friction;
• Outline Store-Specific Strategies: Consider the unique characteristics of each store location, seasonality variations, including layout, customer demographics and sales data to customize messaging; and
• Engagement and Interaction Metrics: Understand ways to measure the quality of engagement and interaction with in-store media and develop a testing framework for success!