The world of marketing is no longer either-or. Digital marketing has established its position, but at the same time, brick-and-mortar stores are experiencing a resurgence through retail media. The best results come when these two worlds are seamlessly integrated through omnichannel marketing methods.
What is retail media?
Retail media refers to advertising within a retailer’s own channels – for example, on digital displays, purchase receipts, shelf edges, or the store’s mobile app. Advertising happens where purchasing decisions are made – right in the heart of the buying journey.
With retail media, an advertiser can, for instance, show a product ad based on retailer customer insight data on a store's digital screen just before the customer decides which brand to pick from the shelf. That’s why retail media is the most impactful advertising format in physical stores.
Online marketing precision + retail media impact = the most effective combination
Online marketing offers precise targeting, data analytics, and personalized content. Retail media reaches the customer at the moment of purchase, and when target groups are smartly built (e.g., based on data), even targeting that wasn’t previously possible becomes a reality – right at the point of decision. Naturally, this increases product sales, media revenue, and customer satisfaction.
Target groups can be built securely in accordance with GDPR, without transferring personal data outside the retailer. Combining retail media and online advertising doesn't just mean more visibility – it enables measurable results and a better customer experience.
Together, these enable:
- Online campaigns that drive foot traffic to stores, for example, by showing nearby store offers
- Offline visibility that supports online messaging through visually unified campaign elements
- Purchase data–driven targeted advertising in both channels – even in real time
How does combined online and in-store advertising work in practice?
Imagine a new hair care product is being launched. Online ads build awareness and drive traffic to the manufacturer’s site and distributors’ webshops. At the same time, physical stores display the same visual elements on digital screens and shelf fronts – and the product is immediately available for purchase.
After the campaign, conversion rates, in-store paths, and website clicks are analyzed. This combined data enables even more precise targeting for the next campaign.
These kinds of campaigns are particularly effective in FMCG, cosmetics, and grocery retail, where purchase decisions are made quickly. Want to see more examples of successful campaigns? Get in touch with us.
Why is this working right now?
- Consumers move seamlessly between online and offline worlds and expect a consistent experience.
- Advertisers can buy similar data-driven audiences for both online and in-store.
- Brands want measurability and impact.
Retail media offers both when combined with online analytics. We can report campaign results with the same logic in both offline and online environments: impressions, reach, and even sales revenue.
This is a unique opportunity to understand, optimize, and build the best possible customer experience – for brands, media buyers, and sellers alike.
Summary: Digital & Physical = Stronger Together
The future of marketing is not digital or physical – it’s both, simultaneously. When the precision of online advertising meets the impact of retail media at the point of sale, marketing reaches the right audience and activates them at the right moment.
Brands that succeed in combining these worlds intelligently will not only increase sales – they will build lasting customer loyalty.
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Want to find out how this works for your business? Book a free strategy session with us – we’re happy to help.
