Retail media networks (RMNs) have rapidly become one of the most influential forces in modern commerce, reshaping how brands reach consumers and how retailers monetise their digital ecosystems. Whilst the impact of RMNs in online retail is well documented, the next wave of growth is happening where it matters most: inside the store, at the exact moment shoppers make purchasing decisions. In this article, Pierre Gillet, vice president of International Sales at BrightSign discusses that through strategic placement and at the edge AI-enabled solutions, digital signage players will close the loop between intent, engagement and measurement, enabling RMNs to be dynamically updated and consistently measured to track key experience-led metrics.
As RMNs mature across Europe, retailers are beginning to recognise that physical stores, long treated as static points of sale, are now dynamic media environments capable of delivering targeted, measurable, high‑value advertising. This shift changes the role of digital signage. There is a clear opportunity for retailers to unlock far greater value from RMNs by reimagining in‑store screens as performance‑driven media channels, rather than standalone technologies.
The growing influence of in‑store media
Online retail media is well established, but in‑store digital touchpoints offer an immediate channel to influence shoppers at the moment of purchase. Screens placed at key decision points – aisles, counters, entrances, and checkouts – deliver contextually relevant messages when intent is highest. When these messages are tailored to location, time of day, and shopper behaviour, their impact multiplies.
Supermarkets are a clear example. Strategic digital signage placement can amplify seasonal or event‑driven promotions. Think strawberries and cream during Wimbledon, alcoholic beverage offers during major football championships, or loyalty‑linked QR codes that drive app engagement. At fresh produce counters, digital product boards can cross‑sell complementary items or showcase recipe ideas, turning screens into subtle but powerful sales tools.
Increasingly, these touchpoints are being unified under RMNs. By integrating in‑store screens with mobile apps, websites, and Buy Online, Pick-Up In Store (BOPIS) services, retailers can deliver a seamless omnichannel experience while offering brands a single, coherent platform for reaching customers across the full journey.
Digital signage as a revenue engine
The commercial potential is significant. RMNs are transforming digital signage from a cost centre into a revenue‑generating asset. In supermarkets, where multiple brands compete for attention within the same category, RMNs create fertile ground for targeted, high‑impact messaging. Complementary omnichannel technologies such as ‘endless aisle’ extend this further, enabling shoppers to browse online inventory or order out‑of‑stock items, increasing conversion and basket size.
But unlocking this value requires more than simply installing screens. It demands a shift in mindset: from proof‑of‑play to proof‑of‑performance. Advertisers increasingly expect transparent, experience‑led metrics. Screen uptime is no longer enough. They want to understand engagement, dwell time, attention trends, and how content performs under different conditions. This is where AI‑enabled digital signage platforms and media players are transforming the landscape.
AI at the edge: the new RMN infrastructure
Modern digital signage players now sit at the intersection of content, data, and analytics. They act as the connective layer between RMN strategy and in‑store execution, enabling campaigns to be updated dynamically and measured consistently across entire store estates.
AI‑enabled digital signage players can analyse real‑time contextual factors such as time of day, weather, stock levels, or environmental conditions – all processed at the edge. Content can then be automatically adjusted to maximise relevance to shoppers. This ensures that messaging is timely and meaningful, enhancing both customer experience and advertiser ROI.
With AI-enabled digital signage solutions processing data at the edge, retailers can access granular analytics for every campaign played on in-store screens, whilst optimising future campaigns.
For European retailers, in-store RMNs use aggregated, anonymised insights drawn from first‑party retailer data. This privacy‑by‑design approach prioritises measurement by overall patterns and sales impact, shaping how performance is assessed in a GDPR-compliant manner, whilst protecting shopper data and trust.
While some in‑store technologies, such as shelf‑edge displays, digital price tags, and electronic labelling systems, may sit outside the RMN itself, they play a crucial supporting role. When integrated with RMN data, they help maintain message accuracy, synchronise promotions, and reduce friction in the customer journey. Flash sales can be reflected instantly, stock changes can trigger automatic content updates, and pricing errors can be eliminated.
This ecosystem approach ensures that every touchpoint contributes to a coherent, high‑performing retail media strategy.
Stores as dynamic media environments
As audience analytics become increasingly advanced, the long‑term implications for retail are profound. Physical stores will increasingly be viewed not as static spaces but as dynamic media environments that are flexible, measurable, and deeply integrated into omnichannel strategies.
Success will depend on how effectively retailers connect strategy and execution. Intelligent signage will close the loop between intent, engagement, and measurement. This will enable RMNs to scale with the same precision and accountability as digital advertising channels.
In the evolving world of retail media, the retailers that embrace this shift will not only unlock new revenue streams but also deliver richer, increasingly relevant experiences for shoppers – all powered by sophisticated digital signage.
RMNs are reshaping how brands connect with consumers in modern commerce, with particular growth in physical stores, now valued as dynamic media environments delivering high-value advertising.
There is now opportunity for retailers to unlock greater value from RMNs through reimagining in-store screens as performance-driven media channels, rather than standalone technologies.
