NowSignage equips retailers with innovative solutions to implement and manage an in-store media network, leveraging digital signage to drive engagement and revenue.
SPAR convenience stores saw a sales increase of 14.8% when comparing stores with digital signage screens to those with no media. When comparing stores with just POS screens to those with multiple in-store displays they saw a 7% increase in sales .
In the grocery sector, it is reported that 91% of the UK adult population still shop in stores, with 79% making a visit at least once per week. (ClearChannel).
Retailers can leverage digital signage to capture shopper attention, and create a dynamic, engaging shopping environment that bridges the gap between digital and physical retail.
Due to the high cognitive overload in supermarkets and being surrounded by multiple options at your finger-tips, makes shoppers 3x more likely to deviate from their shopping list to switch from their preferred brand within a store vs online. (ClearChannel)
POS and end-of-aisle advertising therefore presents brands with a huge opportunity to influence sales and become the shoppers preferred choice.
“For our 1,500+ screen network, the CMS had to be effortlessly simple to use, but packed full of industry leading features. Having scrutinised the market for CMS options, NowSignage was the only provider that met our aspirations. NowSignage’s approach to delivering leading technology with all features out-of-the-box is both refreshing and unique.”
John Milburn, Marketing Director
RMNs transform in-store spaces by leveraging digital signage and customer data to deliver targeted advertising to consumers.
By leveraging Retail Media, retailers can unlock a valuable new revenue stream by selling ad space to brands looking to target shoppers at the point of purchase. This not only drives additional income but also allows retailers to reinvest in technology, customer experience, and in-store innovation.
Successful retailers recognise the power of a customer-centric experience. Retail Media Networks (RMNs) align the interests of retailers, brands, and customers by influencing shopper behaviour at key decision points. When retailers provide an engaging and targeted advertising platform, brands invest, sales increase, and the entire ecosystem benefits.
The key difference lies in audience targeting and intent. DooH screens are placed in public spaces like bus shelters and storefronts, aiming to build brand awareness among broad audiences.
In contrast, RMNs integrate directly into stores, positioning screens at high-impact locations such as product shelves and checkouts. This allows retailers and brands to deliver targeted messaging at the moment of decision-making, significantly increasing the likelihood of influencing purchases.
Amazon Fresh leverages NowSignage to power in-store digital advertising and promotions, enhancing customer engagement and driving sales across their UK stores. By integrating digital screens at key locations, Amazon Fresh delivers dynamic promotions, price updates, and targeted ads that capture shopper attention at the point of purchase.
To explore how this innovative approach is transforming the retail experience, we’ve released a video diving deeper into the impact of digital signage on in-store marketing and consumer behaviour. Watch it now to see the results in action.
What is a Retail Media Network (RMN)?
A retail media network is a digital advertising platform operated by a retail company that allows brands and marketers to purchase advertising space within the retailer's ecosystem. This ecosystem can include the retailer's website, mobile app, in-store digital displays, and other digital properties. Retail media networks leverage the retailer's first-party data, which is information collected directly from customers as they interact with the retailer's products and services. This data enables highly targeted advertising, allowing brands to reach specific customer segments based on their shopping behavior and preferences.
Retail media networks are beneficial for both retailers and advertisers. Retailers can monetize their digital properties and create new revenue streams, while advertisers can engage with consumers at the point of purchase, increasing the likelihood of conversion. Examples of well-known retail media networks include Amazon Advertising, Walmart Connect, and Target's Roundel.
In summary, a retail media network provides a platform for brands to advertise directly to consumers within a retail environment, using data-driven strategies to optimize the effectiveness of their campaigns.
How does a Retail Media Network make money?
A retail media network makes money primarily through several revenue streams related to advertising:
4. Sponsored Content and Native Advertising: Retailers may offer opportunities for brands to create sponsored content or native ads that blend seamlessly with the retailer's content. This can include product reviews, how-to guides, or other engaging content that promotes the brand’s products.
5. Email and CRM Marketing: Retailers can monetize their email newsletters and other direct marketing channels by including paid placements from brands. This allows brands to reach highly engaged customers directly in their inboxes.
6. Data Licensing and Insights: Some retail media networks generate revenue by selling access to their aggregated customer data and insights. Brands can use this data to inform their marketing strategies and better understand customer behavior.
7. In-Store Digital Advertising: Retailers can also make money by offering ad space on in-store digital displays, such as digital shelf tags, endcap displays, and interactive kiosks. These ads can influence customers' purchasing decisions while they are shopping.
By leveraging their extensive customer data and various digital and physical touchpoints, retail media networks provide valuable advertising opportunities that brands are willing to pay for, creating a lucrative revenue stream for the retailer.
What is an example of a retail media network?
An example of a retail media network is Amazon Advertising. Amazon Advertising allows brands to promote their products directly on Amazon’s digital platform, which includes Amazon.com, the Amazon app, and Amazon-owned sites like IMDb. Through Amazon Advertising, brands can purchase a variety of ad formats such as sponsored product listings, display ads, video ads, and custom campaigns.
Amazon leverages its vast amount of first-party data, gathered from customer interactions on its platform, to provide highly targeted advertising. This allows brands to reach specific audiences based on shopping behaviors, purchase history, and other relevant data points, making their advertising efforts more effective and increasing the likelihood of conversions. By offering these tailored advertising opportunities, Amazon Advertising serves as a prime example of how retail media networks can create value for both retailers and advertisers.
How do Retail Media Networks benefit retailers?
Retailers can monetise their digital signage by selling ad slots to brands, increasing revenue without disrupting the shopping experience. RMNs also improve customer engagement and influence purchasing decisions at key touchpoints.
How are Retail Media Networks different from Digital Out-of-Home (DooH) advertising?
While DooH targets broad audiences in public spaces like billboards and transit hubs, RMNs focus on in-store shoppers by placing digital screens near product shelves, checkouts, and promotional zones to drive conversions at the point of sale.
What types of digital screens can be used in a Retail Media Network?
Retailers can integrate various digital displays, including POS headers, shelf-edge screens, digital menu boards, window displays, and freestanding kiosks, all managed through a centralised CMS.
How can brands advertise on a Retail Media Network?
Brands can book ad slots through an ad booking platform, selecting specific locations, audience demographics, and campaign durations. Programmatic advertising can also automate the placement of ads based on real-time data.
Can RMNs be integrated with existing retail systems?
Yes, Retail Media Networks can be integrated with existing retail infrastructure, including Point of Sale (POS) systems, stock management platforms, and programmatic ad networks for seamless campaign execution.
How does NowSignage support Retail Media Networks?
NowSignage provides a powerful CMS that enables retailers to manage and schedule ad campaigns across their digital signage network. Features include programmatic integrations, proof-of-play reporting, and audience-based targeting to maximise ad effectiveness.
What kind of reporting is available for advertisers?
Advertisers gain access to detailed analytics, including proof-of-play data, engagement metrics, and sales impact reports. This allows brands to measure campaign performance and optimise future advertising strategies.
How does programmatic advertising work within a Retail Media Network?
Programmatic advertising automates ad placement based on real-time factors like audience demographics, weather conditions, and product availability, ensuring that the most relevant ads are displayed at optimal times.
How can retailers get started with a Retail Media Network?
Retailers can implement an RMN by deploying digital screens, setting up an ad booking system, and partnering with brands for advertising opportunities. NowSignage offers the technology and support needed to launch and manage a successful Retail Media Network.
Support
NowSignage Ltd. is a company registered in England and Wales. Registered number: 8424626
VAT registered in the UK: 158122617. Office: Landmark House, Station Road, Cheadle Hulme, Cheshire, SK8 7BS. © All rights reserved
Contact Sales
Contact Support
General Enquiries