Observed Signal · Dec 5, 2025 · Interview · Source: AdExchanger · Impact: 3/5 · Sentiment: Neutral
Revolutionizing Retail: The Rise of In-Store Media
An episode of AdExchanger's Inside the Stack features Grocery TV CEO Marlow Nickell discussing the rising importance of in-store retail media. Nickell argues that even in a marketing landscape dominated by digital channels, physical retail remains the primary transaction venue, with 85–90% of transactions occurring in-store. The conversation explains why the in-store environment is increasingly central to the retail media ecosystem, calling for tighter alignment across onsite, offsite, and in-store campaigns. It highlights how context, placement, and timing—from store entrance to checkout—shape shopper decisions and position the store as both a conversion channel and a discovery platform. The discussion also tackles measurement and attribution in non-addressable environments, emphasizing that precision is not the only route to proving campaign performance and that marketers should consider broader signals when evaluating impact.
Industry trend highlighting in-store retail media's growing role and measurement considerations.
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Key Takeaways & Evidence Grounding
- Marlow Nickell is the CEO of Grocery TV.
- The discussion states that 85–90% of transactions still occur in physical retail.
- The episode frames the in-store environment as a key part of the broader retail media ecosystem, stressing alignment across onsite, offsite, and in-store channels.
- It highlights how context, placement, and timing influence shopper decisions from entrance to checkout, with the store acting as both a conversion and discovery channel.
- The discussion covers measurement and attribution in non-addressable environments, noting that precision is not the only path to proving performance.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instore Ads: The Key to Retail Media Growth
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Retail Media 3.0: The Shelf Now Decides
The article argues that Retail Media has evolved from a tactical commerce tool into a strategic, full-fledged media channel—'Retail Media 3.0'—driven by retailers' first-party purchase data and improved measurement. It highlights the growing importance of Retail Media Networks (RMNs), the rise of in-store digital media at the point of sale, and the efficacy of combining OOH/DOOH branding with retail activation to drive measurable sales. The author recommends CMOs prioritise data infrastructure (including clean rooms), integrate organisation silos (e‑commerce, trade marketing, brand and media), and form deep partnerships with a limited set of high-performing RMNs while employing standardised metrics to compare Retail Media with other channels.
Smarter Aisles Reshape Retail Media Budgets
The article argues that physical store aisles are becoming data-driven touchpoints that blend traditional shopper marketing with retail media, creating a continuous omnichannel point of purchase. In-store assets — signage, promotions, displays and retailer apps — now generate signals tied to loyalty, purchase frequency and local assortment decisions. Improved retailer app "in-store modes" (noted examples: Target and Walmart) and mobile push offers connect digital planning with physical fulfillment, enabling faster, more precise merchandising and media activation. The piece warns marketers against planning in silos and recommends aligning teams, KPIs and media planning around shared inputs such as geo-level data, inventory and purchase behaviour so retail media investment supports both online demand and in-store execution. Publication date: 2026-04-29. Author: Elizabeth Marsten, VP, innovation and growth, commerce media at Tinuiti.
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