The Role of Data in In-Store Retail Media

The Role of Data in In-Store Retail Media

The Role of Data in In-Store Retail Media

Published originally on the Doohlabs website: www.doohlabs.com

One of the biggest challenges in launching in-store retail media projects is addressing the data dilemma. Often, business developers struggle to convey the immense value of customer insight for creating targeted audiences, despite the significant business benefits. In this post, we demystify the role of data in in-store retail media and highlight its potential to drive value.

Understanding the Data Dilemma

Doohlabs hails from Finland, where the grocery retail market is dominated by two chains with extensive loyalty programs, providing a wealth of customer data. This data, derived from loyalty and POS systems, is crucial for creating valuable retail media audiences.

However, when we entered the global marketplace, we encountered retailers who claimed they lacked this data. This misunderstanding stemmed from a difference in the type of data needed for in-store retail media. What we require is not individual shopper data but aggregated data, such as the best hours to sell specific product categories in different stores.

The Solution: Aggregated Data


Once retailers understood that we were discussing aggregated data, not individual shopper data, concerns about data security diminished. Our platform uses this aggregated data to create ready-made audiences for media sales without compromising individual customer privacy.

Basic data such as peak sales hours for product categories, combined with demographic insights from loyalty programs, customer research, or in-store sensors, can create highly valuable advertising opportunities. This level of data sophistication satisfies even the most demanding in-store advertisers.

Becoming the Best Retail Media Partner


With a clear understanding of the need for quality customer insight, discussions with C-level management shifted from data availability to data optimization. By leveraging detailed category-level data and customer segments, advertisers can deliver messages at the right time and place. For instance, ads displayed on endcaps near product categories target customers precisely when they are making purchasing decisions.

In Conclusion

Retailers, regardless of their current data readiness, can start their in-store retail media business immediately and progressively enhance their data utilization. Key steps include securing buy-in from upper management and ensuring the data security team understands that customer data is safe.

Advertisers expect measurable outcomes from retail media. Understanding how campaigns influence purchasing decisions among different target groups is a powerful motivator for choosing retail media over other advertising channels. This topic is significant and will be explored in-depth in a future discussion.

#RetailMedia #InStoreAdvertising #DigitalMarketing #BusinessGrowth #RetailTech #MarketingStrategy #AdvertisingInsights #RetailInnovation #Profitability #ScaleUp #DataDrivenMarketing #Automation #RetailStrategy #DigitalTransformation

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