Is Retail Media the Next Big Growth Opportunity for Retailers?

Retail media is emerging as one of the biggest growth opportunities for retailers because it allows them to monetise shopper attention beyond product sales. By turning physical and digital touchpoints such as in-store screens, audio, apps, and checkout moments into media channels powered by first-party data, retailers unlock high-margin, scalable revenue streams. As traditional advertising becomes less effective and third-party cookies disappear, brands are increasingly investing where purchase decisions are made. Retail leaders are already seeing significant EBITDA impact, proving this isn’t incremental income but a structural shift. For retailers willing to start small and scale smart, retail media is quickly becoming an essential growth engine.

Retail has always been about influence. But today, the most innovative retailers aren’t just competing for shelf space. They’re looking for new revenue and profit channels.

Welcome to the world of retail media. And for the innovators, it’s quickly becoming their next frontier of growth.

Why is retail media becoming the innovator’s strongest advantage?

Everyone in retail knows it...margins are thin, operating costs are rising, and digital ads are delivering less every year. On the flipside, retail media is booming:

• The market is set to grow from $120B in 2023 to $160B+ by 2027 (yes, that's a B in that number)

• Leaders like Walmart and Tesco already see 30–50% of EBITDA from retail media

• Amazon Advertising generated $47B in 2023 alone

This isn’t incremental revenue. It’s a structural shift for the entire industry, and the retailers who innovate first are the category kings and queens, setting the pace.

How are physical stores becoming the next media channel?

Until now, most retail media lived online. But the leaders know the next frontier is actually in-store. By 2027, half of all retail media spend will be physical via screens, playlists, kiosks, queue displays, even scent activations.

Your store isn’t just a point of sale. It’s a programmable media channel.

Why is first party data the real currency of retail media?

In a post-cookie world, first-party data is the fuel. Loyalty insights, POS transactions, and shopper behaviour are what make retail media hyper-targeted, compliant, and valuable to brands.

The result? Media that feels like service, not interruption.

How can retailers evolve from retailers to a media brand?

Retail innovators aren’t just sellers, they’re media owners. They’re building creative studios, packaging campaigns, and launching networks that rival publishers.

This is how retail leaders are transforming customer attention into a new growth engine.

Where should retail innovators start with retail media?

• Audit your assets: Every screen, playlist, and app is potential media real estate.

• Pilot smart: Run a 90-day campaign with 1–2 brand partners.

• Package it: Create simple, buyable ad bundles.

• Scale fast: Layer in data and attribution as you grow.

Retail media is the next growth channel for innovators. Will you switch yours on?

Download the full guide here.

Frequently Asked Questions

1. What is retail media in simple terms?
   Retail media is when retailers monetise their owned channels, both digital and physical, by allowing brands to advertise directly within the retail environment using first-party data.
2. Why is retail media growing so fast?
   As third-party cookies disappear and ad efficiency declines, brands want closer access to shoppers. Retailers own that data and the moment of purchase, making retail media highly effective.
3. Is retail media only for large retailers?
   No. While giants like Amazon and Walmart lead the space, mid-sized and specialty retailers can start with in-store screens, audio, or loyalty-based campaigns.
4. How do physical stores fit into retail media?
   Stores are becoming media environments through digital signage, audio, kiosks, and experiential activations that influence customers in real time.
5. What role does first-party data play?
   First-party data enables precise targeting, measurement, and compliance, turning ads into relevant experiences rather than interruptions.
6. How does retail media impact profitability?
   Retail media delivers high-margin revenue streams, with some retailers generating up to half of their EBITDA from media networks.
7. What’s the biggest mistake retailers make with retail media?
   

   Waiting too long to start. Retail media rewards early movers who test, learn, and build scalable systems before the space becomes saturated.