In a world where every point of contact with the consumer matters, retail media emerges as the essential lever to optimize the customer journey and increase your revenue.

Retail media refers to targeted advertising within stores and shopping centers, utilizing physical media and digital screens. This innovative concept turns every point of sale into a powerful tool for your communication campaigns. According to GroupM, this market will reach $175 billion by 2028, confirming its growing importance in retail marketing.

With modern marketing tools like digital displays, retailers can offer ultra-targeted communication actions while improving the in-store customer journey. Digital posters and other media formats are revolutionizing strategies, boosting the effectiveness of display campaigns and generating additional revenue for distributors.

With an innovative solution like Disign, modernize your media communication and fully leverage the opportunities of retail media for high-performance advertising campaigns. Embrace this approach today to maximize your results!

What is retail media?

Retail media represents a revolution in the customer journey, turning points of sale into true media formats. Initially based on traditional POS displays (paper posters, banners), it has evolved with the advent of digital signage, such as suspended screens, digital totems, and interactive windows. This shift marks an essential integration between omnichannel strategies, connecting physical and digital retail marketing.

Main media formats in-store

Retail media uses various formats to effectively reach consumers:

• Digital screens: perfect for dynamic and engaging communication actions.
• Cart display posters and parking signage: ideal for maximizing visibility.
• Banners and aisle signs: effective complements to your display campaigns.

Why is retail media powerful?

Consumers are exposed to advertisements at the precise moment of their purchasing decisions, strengthening the impact of communication campaigns. By exploiting behavioral data, retailers and brands can deliver ultra-targeted advertising campaigns. Using marketing tools like Disign, you can personalize your digital posters and measure their effectiveness in real-time. Retail media, at the heart of the in-store customer journey, is now essential for effective media communication.

Key advantages of retail media with digital signage

Retail media, combined with digital signage, represents an innovative solution to optimize the customer journey and maximize the impact of your communication campaigns. Here are the main advantages of this approach, which turns points of sale into powerful levers for your advertising campaigns.

Precise targeting using customer data

One of the major advantages of retail media lies in the real-time data collected. This information allows for the personalization of communication actions based on consumer purchase behavior. By better understanding the in-store customer journey, retailers can tailor their display campaigns to meet the specific needs of their audience. This precision significantly increases conversions while enhancing the relevance of the media formats used.

Strategic visibility in the buying journey

Digital posters and interactive screens are strategically positioned in key areas of the customer journey, such as checkout counters, windows, or high-traffic areas. Unlike traditional formats, digital signage captures attention with dynamic and engaging visuals. These screens become powerful tools for influencing purchase decisions at the right moment, while also enhancing brand visibility through a memorable and prominent presence.

Real-time measurement and optimization

With modern tools like Disign, retailers can track the performance of their communication campaigns in real-time. This feature offers the ability to immediately adjust advertising campaigns based on results. For example, if a message isn't generating the expected impact, it can be modified instantly to maximize engagement. This flexibility ensures optimal use of media formats and an increased return on investment.

Monetization of retailer audiences

Retail media benefits not only brands but also retailers, offering a unique opportunity to monetize their audiences. By renting out advertising space on digital screens, such as totems in shopping centers, retailers can generate additional revenue. These marketing tools allow for the distribution of impactful and targeted communication actions while adding value to their physical spaces.

Practical case: Impact of digital totems

Consider the example of digital totems used in a shopping center. Positioned in strategic locations, these screens capture visitors' attention with dynamic and personalized content. With a solution like Disign, brands can easily adapt their digital posters and measure their impact. The results are clear: a better customer experience, increased conversions, and higher revenue for retailers.

The combination of retail media and digital signage offers a modern and effective approach for communication actions. By leveraging customer data, engaging visuals, and real-time measurement capabilities, retailers and brands can transform their media communication and optimize the in-store customer journey. With tools like Disign, enjoy a complete solution to boost your display campaigns and maximize your results.

How to implement a retail media strategy with digital signage?

Retail media, combined with digital signage, is an essential solution to optimize the customer journey and enhance your communication campaigns. Here are the key steps to successfully implement your strategy and fully exploit the potential of digital media formats.

Set clear goals

Before launching your strategy, it is crucial to identify your priorities. Do you want to attract more visitors? Increase sales? Or improve the customer experience in the in-store customer journey? These goals will guide your communication actions and help you choose the best tools and content for your advertising campaigns.

Choose the right locations for your digital screens

The strategic placement of your digital posters is critical. Identify high-traffic areas, such as checkout counters, windows, or main aisles. These locations allow you to reach consumers at key moments in the customer journey, increasing the impact of your display campaigns. Proper placement guarantees better visibility and maximizes the effectiveness of your communication actions.

Create engaging and interactive content

To capture attention, your content must be engaging. Focus on short videos, captivating animations, or flash promotions. Interactive content, such as touch screens, is particularly effective in engaging consumers and enriching the in-store customer journey.

With a solution like Disign, you can easily create dynamic and interactive content. This tool offers advanced features for personalizing your messages and maximizing engagement. For instance, you can create targeted campaigns with just a few clicks, tailored to your audience's specific needs.

Implementing a retail media strategy with digital signage requires careful planning. By setting clear goals, selecting the right locations, and creating engaging content, you can turn your media formats into effective levers for your communication campaigns. With powerful tools like Disign, simplify the management of your digital posters and optimize your results.

Why digital signage is the future of retail media?

Digital signage is redefining retail media, providing distributors and brands with innovative ways to transform the customer journey and enhance their communication campaigns. Here’s why it is emerging as an essential solution in retail marketing.

A lever for innovation and differentiation

In a world where competition is fierce, stores adopting digital marketing tools stand out by offering a modern and seamless shopping experience. Digital signage captures consumers' attention with dynamic content while creating an immersive atmosphere in retail spaces.

With solutions like Disign, integrating sophisticated communication actions becomes simple, whether you are a small business or a large corporation. These tools adapt to all sizes and offer advanced features to optimize your display campaigns.

Interactivity as a conversion tool

One of the main advantages of digital signage is its ability to create interactivity. Touch screens and interactive displays engage customers by offering personalized experiences.

For example, an interactive screen can allow a customer to view current promotions, get product information, or even place an order. This interaction enriches the in-store customer journey and encourages action, thus increasing conversions. With Disign, creating interactive content becomes easy, enabling retailers to maximize their impact.

Integration into omnichannel campaigns

The future of retail media relies on an omnichannel strategy that connects digital with physical. Digital signage plays a central role in synchronizing your advertising campaigns in-store with your online initiatives.

With solutions like Disign, you can create bridges between your physical media formats and your digital campaigns. For example, an online promotional campaign can be enhanced with a digital poster in-store, creating a consistent and memorable experience for the consumer.

Digital signage is not just a trend; it is the future of retail media. By offering innovative, interactive, and connected experiences, it is revolutionizing the customer journey and the communication actions of brands. With tools like Disign, retailers can not only differentiate themselves but also maximize the impact of their display campaigns and stay at the forefront of retail marketing.

Retail media trends to watch in 2025

Retail media continues to evolve rapidly, transforming the customer journey and retail marketing strategies. In 2025, several key trends stand out, promising to redefine communication campaigns and communication actions for brands and retailers. Here’s an overview of the innovations that will shape the future of the sector.

Explosion of customer data and AI

The collection and analysis of customer data is reaching unprecedented levels, thanks to artificial intelligence. Marketing tools powered by AI allow for the automation and personalization of advertising campaigns at scale. By exploiting consumer purchase behavior and preferences, retailers can fine-tune their display campaigns to precisely meet consumer needs.

Increased interactivity and gamification

The trend of gamification will play a key role in retail media. Interactive digital displays will become more common, offering personalized experiences and rewarding consumers for engaging with content. Whether through games, surveys, or interactive promotions, these experiences enrich the customer journey and encourage greater engagement with display campaigns.

Sustainability and digital transformation

Sustainability is another important trend that will influence retail media in 2025. Consumers are increasingly sensitive to environmental concerns, and retailers are adapting by integrating eco-friendly initiatives into their media formats. Digital signage, for example, offers a more sustainable alternative to traditional paper-based posters, reducing waste while still delivering effective communication actions.

Conclusion

In 2025, retail media will continue to evolve, driven by technological innovations, consumer demand for personalized experiences, and sustainability concerns. By embracing digital signage and other advanced solutions like Disign, retailers and brands will have the tools to create innovative communication actions that resonate with consumers and boost conversions. Don't miss out on the potential of retail media—now is the time to invest in the future of your advertising campaigns.