By Ross Hancock, Senior VP of Business Development at Gable
As I walked into this year’s NRF’s Big Show in New York City, I couldn’t help but notice how the conversation has shifted. The buzz wasn’t just about online advertising – it was about the fascinating fusion of digital and physical retail spaces. As screens light up aisles and smart displays transform shopping experiences, it’s clear that in-store retail media is having its moment.
The In-Store Revolution Is Here
Author: Ross Hancock
One thing became crystal clear during my time at the conference: retailers are no longer asking “if” they should invest in in-store media networks but “how.” And the numbers back this up – with U.S. retail media spending projected to hit $50 billion by 2025, the race is on to create compelling in-store experiences that capture both attention and revenue.
I was particularly struck by Alexis Marcombe’s presentation on the Carrefour in-store retail media network strategy. “In-store environments are our golden opportunity to connect with customers at the exact moment of purchase,” he shared. And he’s right – the physical store is transforming into a dynamic media channel, where every aisle can tell a story and every display can spark engagement.
Beyond Just Screens: The Tech Revolution in Retail
What really caught my attention were the emerging technologies reshaping the in-store experience:
- In-store sensors that track customer journeys, helping retailers understand shopping patterns in unprecedented detail
- Holographic displays that blur the line between digital and physical, creating immersive product experiences
- E-ink solutions that offer cost-effective, energy-efficient alternatives to traditional digital displays
But as Sarah Marzona, Principal Analyst with Retail Media, wisely cautioned during her session, “It’s not just about putting screens in stores.” The real magic happens when these technologies enhance rather than interrupt the shopping experience. I saw this principle in action when Mark Williamson AVP of Retail Media at Costco, shared their approach – for a retailer famous for its member-first philosophy, any in-store media solution must enhance, not detract from, the shopping experience.
Bridging the Gap: Operations Meet Media
In my role as SVP of Business Development at Gable, one of the most intriguing challenges I’ve observed, and one heavily discussed at the conference, is the cultural shift happening within retail organizations. Traditional merchant teams are learning to work alongside media specialists, creating new dynamics and opportunities. This isn’t just about adding screens or selling ad space – it’s about reimagining how physical retail spaces can become dynamic communication channels.
Looking Ahead: The Future of In-Store Media
From my conversations with industry leaders and fellow attendees, it’s clear the next wave of retail media innovation is already taking shape:
- Personalized in-store experiences that adapt to individual shoppers
- Seamless integration between online and offline shopping journeys
- Real-time measurement and optimization of in-store campaigns
The Bottom Line: Retailers Must Win the Path to Purchase
For retailers and brands alike, the message is clear: in-store retail media networks aren’t just another technology trend – they’re a fundamental shift in how we think about the physical store environment. The winners in this space will be those who can create experiences that feel natural, valuable, and engaging to shoppers.
While the technology is impressive, the focus must remain on creating genuine value for shoppers. After all, the most sophisticated technology in the world means nothing if it doesn’t enhance the customer experience.
What’s your take on in-store retail media? How do you see it evolving in your local stores? Shoot me an email to share your thoughts and experiences: rosshancock@gablecompany.com.
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 the built environment. For more information, visit gablecompany.com or call 800-854-0568.
