The Path to Purchase: Grocery & Convenience Stores’ Guide to Putting Retail Media Networks to Work

Retail Media Networks Introduction Blog Series
Back to Blog

Share This Post

Retail Media Networks: Identifying the Opportunities & Understanding the Challenges

The first of a seven-part series by Stephen Gottlich, Solutions Consultant – Innovation and R&D at Gable.

Retail media networks (RMNs) are transforming the way brands reach and influence modern consumers along their path to purchase. But what exactly are retail media networks, and what role will they play in modern retail?

In this seven-part series, we will unpack everything grocery and convenience stores need to know to harness retail media and provide an actionable roadmap to capitalize at each stage of the shopper journey.

RMNs Create Opportunities to Engage at Every Stage

Cartoon Image To Resemble Buying Produce From a Kiosk in a Grocery Store For brick-and-mortar retailers accustomed to traditional trade marketing models, the rise of retail media networks (RMNs) has become a lucrative digital marketing channel to reach and influence consumers along their shopping journey. More than simply “selling” or advertising, RMNs offer CPG brands and retailers an opportunity to “engage” with consumers.

Shoppers today are inundated with choices and brands vying for their attention. Their patience for hard sells or one-way conversations has worn thin. What consumers want now is for brands to put their interests first — to understand them, give them useful, relevant information, and give more than they ask in return for loyalty. Retail media done right gives brands an avenue to have that kind of genuine, consumer-centric, and ongoing relationship. 

Retail Media Ad Spending Graphic From retail media ad spending set to hit $106 billion globally by 2027, RMNs are emerging as powerful profit centers. For grocery and convenience stores dealing with razor-thin margins amid rising digital disruption, retail media networks (RMNs) introduce a sizeable revenue stream. As shoppers browse products and make buying decisions, RMNs allow brands to serve up relevant ads and personalized recommendations to trigger consideration and choice.

The opportunities to connect are endless, particularly for those who own a Private Media Network. Retailers can install digital screens like video walls, kiosks, shelf displays (ESLs), end caps, and more throughout their physical stores. These digital assets allow CPG brands to deliver targeted video and display content to shoppers from the moment they park their vehicle, as they enter the store, in-store, and at the point of decision.

And with retailers possessing a treasure trove of first-party shopper data, RMNs enable CPG brands to reach consumers in a privacy-conscious way amid the deprecation of cookies. The rich insights into historical purchases, product affinities, and real-time browsing behavior allow for precise targeting and closed-loop measurement of sales impact across the purchasing journey.

Understanding the Challenges and Complexities of RMNs

Neptune Retail Solutions Using a Gable Kiosk at a Winn-Dixie for their Retail Media Networks Like any new marketing or advertising channel, there’s a learning curve when building retail media networks. 

Getting retail media networks off the ground doesn’t happen overnight. To effectively promote CPG brands across owned channels, retailers must first establish a strategic foundation and overcome some common hurdles.

From financial justification through organizational and technology mapping, culminating in piloting and rollout, strategic clarity is a must before embarking on the multi-year transformation in full force.

Strategic Steps to Building Retail Media Networks - Portrait

Once the strategy is set, retailers will have a clearer understanding of the tactical and architectural components needed to build a successful RMN. 

Running an effective RMN isn’t easy. To maintain the system, it requires collaboration with experts across various disciplines, including technology, content management software (CMS), content design, media expertise, and managed services. Success also requires collaboration across all internal departments and external partners.

Below is a high-level overview of the six components needed to set up and run a high-performing, ROI-generating RMN:

  1.  Hardware/Infrastructure
  1. Software/Platforms
    • Developing self-serve interfaces and automation
    • Integrating ad tech stacks across e-commerce and private marketplaces
  1. Content/Creative
  1. Technology/Integration
    • Centralizing first-party shopper data into unified customer views  
    • Building APIs and pipelines to ingest CPG partner content
  1. Talent/Organization
    • Hiring retail media experts in strategy, sales, operations, and technology
    • Appointing central leadership to align strategies across retail merchandising, marketing, and media monetization initiatives
  1. Measurement/Optimization
    • Implementing analytics and attribution models proving sales impact 
    • Evolving cross-channel media mix modeling capabilities

The Path to Success is Paved by Retail Media Networks

Neptune Retail Solutions Using a Gable Kiosk at a Safeway In a rapidly evolving retail ecosystem, retail media networks are critical tools for brands to find, understand, and connect with consumers along their path to purchase. With retailers continuing to advance their platforms’ capabilities and scope, the future looks bright for omnichannel retail media and mutually beneficial growth for brands, retailers, and shoppers alike.

Stay tuned for part two of our series on retail media networks, where we take a deeper dive into the hardware and infrastructure you’ll need to run your RMN. 

We’ll walk you through a case study example and share emerging trends, such as programmable digital smart tags that can highlight products on sale, out-of-stock items, product locators, and more.

Explore the Many Benefits of Partnering with Gable

Gable’s innovative approach to digital signage displays and integrated systems isn’t just focused on the technology. It’s fueled by our desire to understand, enhance, and elevate your grocery or convenience store. Our service offerings merge multiple disciplines to create unique, dynamic solutions you won’t easily find elsewhere. We welcome the opportunity to discuss your RMN goals.

About Gable

Gable has been a leader in visual communications for over 40 years. We are passionate about elevating how people perceive, interact with, and remember brands, buildings, and places. With a rich legacy in blending the timeless artistry of traditional signs with the dynamic possibilities of video displays & integrated AV systems, Gable continues to shape the future of visual communications. For more information, visit or call 800-854-0568.

More To Explore

Schedule Consult

Please share any specifications, or other details so that we can assign the most appropriate solutions consultant to reach out to you.
This field is for validation purposes and should be left unchanged.