How Retailers Can Unlock New Revenue Streams Through In-Store Media
Physical stores are concerned with shelf space and turnover. The brick-and-mortar shops are becoming influential media networks with the power to capture buyers’ attention at the very moment they make their buying decisions. Since foot traffic is one of the most valuable resources of retailers, there is an additional chance to commercialize the foot traffic and convert the store fixtures into advertising resources.
Instead of just depending on sales of the products, the progressive retailers will be able to create more sources of revenue by selling advertisement space within their premises, particularly on the shelf.
Let’s see how.
The Emergence of Retail Media Networks In-Store
The in-store retail media networks (RMNs) have increasingly become significant over the last couple of years in the quiet. Although in the old days, retail media used to create visuals of online advertisements, emails, or sponsored listings, currently, there is a novel story coming up with digital signage, smart shelves, aisle screens, and interactive kiosks, which are transforming a brick-and-mortar store into a vibrant advertisement space.
Analysts expect the in-store media to keep growing faster, and expect it to reach up to $1 billion by 2028 as retailers expand their digital capabilities.
Why Retailers Should Monetize Their Store Traffic
The business case is compelling, and several factors make it attractive:
High Margins
Traditional product sales often run on tight margins. But media revenue? That’s a high-margin business. Once the digital infrastructure is in place, selling ad inventory inside your stores can drive incremental revenue.
First-Party Data Advantage
Retailers collect incredibly rich first-party data: shopper behavior, purchase history, dwell times, and more.
Contextual Relevance
Ads that run at the shelf or on aisle screens hit shoppers at the moment of decision when they’re already thinking about what to buy.
Building a Revenue-Generating In-Store Media Strategy
Here’s a strategic playbook to build a media-first mindset in a retail organization.
Define Your Media Inventory
Pricing & Packaging
Sell to the Right Partners
Internal Buy-In
Commercial Governance
Sustainability & ESG
Implementing in-store marketing with in store digital solutions.
Measuring ROI & Proving Value
Without measurement, your in-store media network is just a bet. To turn it into a business, you need metrics, attribution, and continuous optimization.
Key Metrics to Track
Sales Uplift: Compare sales during campaign vs baseline periods
Incremental Units Sold: How many extra items moved thanks to the media campaign
Dwell Time & Reach: How long shoppers spend near media-equipped shelf edges
Engagement: Interactions via QR codes, touch, or interactive elements
CPM/CPV: For brands, how much they pay per impression or view
Steps for Retailers to Start (Actionable Advice)
Here’s a pragmatic, step-by-step plan for retailers who want to get started on their in-store media journey.
Choose a few high-traffic stores or specific shelf zones to test your in-store media idea.
Create a dedicated team across marketing, operations, IT, merchandising, and finance.
Evaluate platforms that provide in-store digital solutions, including content
management, analytics, and hardware integration.
Reach out to your existing suppliers and CPG partners.
Measure key metrics like dwell time, impressions, and sales lift during your pilot.
Conclusion
With the right in-store digital solutions, such as platforms that combine hardware, software, and analytics, retailers can run automated, targeted, data-driven campaigns right at the shelf, the exact moment shoppers decide what to buy.
