It was me and Fredrik Reinfeldt wearing suits. Two guys born in the 60s in a sea of sneakers and hoodies. It almost felt like we had shown up at the wrong event – but maybe it was the opposite: we fit in better than we thought.
Reinfeldt opened the conference with a dark outlook. Trump as a dictator, authoritarian leaders on the rise in Europe, and a world where democracy can no longer be taken for granted. A heavy start, but also a reminder that media never exists in a vacuum. When the world is unstable, it shapes both how people consume content and how companies need to communicate.
Data – Now and Long-Term
One of the recurring themes was the balance between real-time data and aggregated data. Real-time data shows what works in the moment. But without aggregated data, you lose the bigger picture. It’s the long-term analysis that builds understanding, brand loyalty, and sustainable growth.
Platforms in Transformation
Several presentations showed how quickly the landscape is shifting:
- Meta talked about wearables and mixed reality – where reality itself becomes a canvas for both content and advertising.
- Roblox has moved from gaming to social media and is now an advertising platform. IKEA’s campaign, where you could “work” in a virtual store, became a success – a clear example of how retail is finding its place in entirely new environments.
Retail Media – From Buzzword to Business
The strongest signal from Stockholm Media Week was retail media. Colin Lewis put it well:
“It’s not detail media – it’s retail media. It’s so much larger than they think.”
In Sweden, retail media is still in its early stages. There’s little inventory available, pricing models are unclear, and the roles between retailers, agencies, and advertisers are not yet defined. In other words, Sweden is a late mover. But that can be an advantage. By learning from international markets, we can avoid mistakes and build smarter from the start.
Globally, we already see inspiring examples:
- IKEA in Roblox – a campaign that transformed gaming into both a workplace and a retail space.
- Skistar – highlighted at SMW as a Swedish brand with the potential to develop its own commerce media platform alongside lift tickets and lodging.
What Sweden Needs for Retail Media to Take Off
- Retailers must package and sell their media channels in a professional way, creating attractive inventory for advertisers.
- Advertisers need to recognize the value of being closer to the point of purchase – and dare to invest in new channels.
- Agencies and media companies must build the skills to integrate retail media into the broader media mix.
When these three elements come together, retail media will no longer be a side channel but a core part of marketing strategies.
Between Human and Machine
One quote stuck with me:
“The less we know about something, the more confident we are.”
It perfectly reflects the complexity of today’s media landscape. Progress happens in the balance between technological possibilities and human needs. That’s where retail media must grow.
From Stage to Store – The Next Step
Stockholm Media Week made it clear: retail media is not just a buzzword. It’s becoming a cornerstone of the future media landscape, where data, platforms, and customer experience converge.
For retailers, it’s an opportunity to create new revenue streams. For advertisers, it’s a chance to reach customers closer to the point of purchase. And for agencies and media companies, it opens up new roles in a fast-growing ecosystem.
This is exactly where we at Doohlabs and Craneworks want to contribute. With our platform In-Store Impact, we help retailers turn their physical stores into powerful retail media channels – built on both real-time and aggregated data. In this way, Sweden can seize its late mover advantage and build a retail media business that is both relevant and sustainable.
Retail media is happening now. The question is: who will take the first step?
