Retail media's growing influence

Retail media is increasingly shaping marketing strategies, with in-store DOOH (Digital Out-of-Home) screens becoming essential for retailers and brands. These screens are seen as a new way to engage shoppers at the point of sale, offering a dynamic way to display content when consumers are making purchase decisions.

The logic and limitations of DOOH

DOOH screens are effective for in-store communication and represent a shift from traditional formats like paper or cardboard. They share similarities with outdoor OOH (Out-of-Home) displays, offering visibility and a way to showcase brands on store shelves. However, measuring their performance is challenging due to privacy laws like the RGPD (General Data Protection Regulation), which prevent the identification of individuals.

Shopper issues vs. media logic

The challenges faced by shoppers in a store—such as finding products, comparing options, and managing time—are not media-related problems. They are personal, contextual, and require tailored solutions. A DOOH screen, which broadcasts content to a broad audience, lacks the ability to recognize individuals or provide personalized assistance, making it unsuitable for these specific issues.

Business challenges beyond media

Connected retail requires integrating data from CRM (Customer Relationship Management), loyalty programs, e-commerce, and mobile apps. These are business challenges that involve personalization, customer recognition, and measurable value. A DOOH screen, despite its visibility, cannot address these data-driven needs, as it is fundamentally a media tool rather than a business solution.

The shopper's chosen tool

Shoppers are already using their phones to solve in-store problems, such as checking prices, reviews, or offers. Their phones recognize them, adapt to their needs, and directly address their current concerns. This highlights that the most effective in-store solutions start with the shopper’s needs, not with interruptive media displays.

A path forward for connected retail

By focusing on the real needs of shoppers—helping them find products, make decisions, and save time—brands and retailers can create value through better recognition and personalization. The future of connected retail lies in aligning with shopper needs to achieve business goals, rather than opposing media and shopper experiences. DOOH screens can support visibility but cannot alone create a store that understands and supports each individual shopper.