🇫🇮 Finland Leading in In-Store Retail Media
Shoptalk Europe 2025 was rich with inspiring discussions, but one key takeaway stood out: Finland is at the forefront of high-quality in-store retail media. At Craneworks, we've automated numerous processes and integrated various systems to streamline operations for our clients. This approach aligns with global trends, emphasizing efficiency and innovation in physical retail environments.
🌍 Global Trends in In-Store Retail Media
Industry leaders highlighted the growing importance of integrating digital and physical retail experiences.
For instance, Tesco's Stacy Grats (Sales and Marketing Director) discussed the synergy between Digital out-of-Home (DooH) advertising and in-store media, aiming to create real-time, data-driven marketing strategies that enhance customer engagement and drive sales.
Similarly, Christian Raveaux (Director, Retail Media Connect at REWE Group) emphasized the role of in-store marketing in supporting the entire customer journey.
He also highlighted their commitment to extensive A/B testing, underscoring its integral role in their operations.
🔍 Open Questions and Future Directions
Despite the wealth of information shared, several questions remain:
- What is the current value of in-store retail media?
- Where are the pain points in its implementation?
- How can we manage increasing complexity?
- Will measurement standards emerge?
- Can retail media solutions achieve full integration?coresight.com
Addressing these challenges requires expertise across various domains. Collaboration will be crucial for the continued growth and success of in-store retail media.
💬 Memorable Takeaway
A standout moment from the event was a quote from Laura Hyland, Global Vice President of Digital and Commercial Strategy at BIC:
"Let’s grow this baby (retail media) together!"
This sentiment encapsulates the collaborative spirit needed to advance the field of retail media.
Shoptalk Europe 2025 provided valuable insights into the future of retail media, highlighting the importance of innovation, collaboration, and adaptability in an ever-evolving industry.
