Introduction
The recent DDVC Springboard EU event, hosted by Hanshow and the Consumer Goods Forum (CGF), brought together industry leaders to examine the intersection of shopper behavior, in-store technology, and retail media networks (RMNs). The discussions centered on how AI and digital innovations within physical stores are creating new opportunities for revenue growth and seamless shopper experiences.
Interoperability: The Foundation of Unified Commerce
A key theme was interoperability, identified by CGF’s Ruediger Hagedorn as fundamental for seamless data flow that bridges online and offline commerce. By enabling consistent communication between various platforms and technologies, interoperability allows retailers and brands to deliver cohesive omnichannel experiences. This integration supports a singular customer journey, consolidating data from multiple touchpoints to improve personalization and engagement.
AI as the Transformation Engine for Retail Media
Artificial intelligence is redefining how retail media networks operate. Microsoft’s Nate Pinkston emphasized AI’s role in real-time customization of shopper interactions and harmonizing cross-platform data analytics. AI analyzes shopper behavior patterns to tailor promotions and content effectively, improving targeting precision and conversion rates. Retailers leveraging AI can adapt their media strategies dynamically, reflecting changes in customer preferences and market conditions instantly.
Physical Stores: The Last Goldmine for RMNs
Hanshow’s Eason Tong highlighted that physical stores remain an untapped, data-rich environment for retail media. IoT-powered solutions such as electronic shelf labels (ESLs) and smart trolleys transform stores into intelligent media venues, turning every point of contact into measurable assets. These innovations enable retailers to monetize in-store traffic by offering targeted promotions and capturing shopper insights, creating new revenue models beyond traditional sales.
Collaborative Growth and Measurable Value
The event showcased how partnerships between retailers, CPG companies, and technology providers foster industry-wide advancement. Pre-competitive collaboration accelerates the development of standardized solutions, benefiting all stakeholders. Retailers gain diversified revenue streams, brands achieve greater targeting accuracy, and consumers experience personalized commerce journeys. Together, these elements are shaping a unified Retail Media Network community focused on transparent, measurable outcomes.
The convergence of AI, in-store innovation, and interoperability signals a strategic evolution in retail media, positioning physical stores as critical components of modern commerce ecosystems.
