Observed Signal · Feb 21, 2024 · Trend Report · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Brick-and-Mortar CX Trends: Phygital, Retail Media, In-Store Tech
In 2024, retailers are focusing on seamless omnichannel experiences, integrating online and in-store interactions. The article highlights three key trends: phygital integration to bridge channels, in-store media and retail media networks as new revenue streams, and investments in in-store tech like embedded payments, BNPL, and RFID. According to the 2024 Omnichannel Leadership Report, average omnichannel CX scores only 43/100, indicating gaps. Experts from Optimum Retailing, Gupshup, Vistar Media, Cooler Screens, NMI, NewStore, and Productsup share insights on removing friction, using WhatsApp for conversational commerce, activating digital signage, and leveraging RFID for inventory visibility. Retailers like PacSun, Uniqlo, and Zara are adopting RFID. The article suggests retailers automate processes and explore new revenue sources like retail media networks.
Provides relevant industry trend insights for retail media and CX but does not announce a specific major event or change.
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Key Takeaways & Evidence Grounding
- Over 70% of shoppers visit a brick-and-mortar store weekly.
- The 2024 Omnichannel Leadership Report rates average omnichannel CX at 43 out of 100.
- In-store advertising and retail media networks are emerging as key revenue drivers.
- Embedded payments, contactless, BNPL, and scan-and-go are fast-growing investment areas.
- RFID adoption is increasing among retailers like PacSun, Uniqlo, and Zara.
Connected Companies & Entities
3 Entities mapped“Leslie Lee, SVP of marketing at programmatic DOOH company Vistar Media, highlights underutilized digital signage opportunities....”
“Katie Moro, global director of managed services at commerce software company Productsup, mentions IoT digital tags and geolocation tech as g...”
“Anand Muralidaran, senior vice president and chief growth officer at in-store retail media company Cooler Screens, calls it the 'Amazonifica...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ravi Ahluwalia appointed CSO of One Tech Group
Ravi Ahluwalia, formerly Country Manager DACH at Vistar Media, has been appointed Chief Sales Officer (CSO) of One Tech Group, effective October 1, 2026. In his new role, he oversees the sales of the company's platform for digital out-of-home (DOOH), in-store retail media, and audio, as well as supporting partners in monetizing their inventory. Ahluwalia brings over two decades of leadership experience in digital media, including roles at R&S Dialog, Facelift, and emetriq. The appointment is part of One Tech Group's strategy to drive further expansion and strengthen its sales operations. Daniel Siegmund, founder and managing director, expressed confidence in Ahluwalia's expertise to contribute to the company's next growth phase.
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