Introduction
At the CGF Global Summit 2025, Hanshow showcased innovative applications of AI, IoT, and Retail Media technologies within physical retail environments. The company emphasized the emerging role of stores as dynamic, data-driven media platforms that integrate digital intelligence directly into the shopping experience.
Technology Enabling In-Store Media
Hanshow presented a range of technologies reshaping the in-store Retail Media Network landscape. Electronic Shelf Labels (ESLs) enable real-time pricing and promotional updates directly at the shelf, while smart carts equipped with sensors and displays provide personalized messaging as consumers navigate aisles. Digital signage further supports targeted communication by adapting content based on shopper behavior and inventory data. Combined with AI-driven analytics and Internet of Things (IoT) connectivity, these elements create an interconnected “Future Store” environment that allows brands and retailers to deliver timely, relevant offers and collect valuable data points throughout the physical shopping journey.
Strategic Implications & Collaboration for RMNs
The CGF panel discussion highlighted a strategic shift that integrates physical stores firmly within Retail Media Network strategies. Retailers like Albert Heijn focus on leveraging store intelligence to bridge digital and physical touchpoints. Agencies such as Havas Media emphasize collaboration with technology providers and brands to build seamless in-store media experiences informed by data. This collaboration aims to unify efforts across stakeholders, enabling precise personalization and consistent messaging across channels. The data captured through connected store technologies plays a key role in driving this coordinated approach and unlocking new revenue streams by transforming conventional retail spaces into interactive marketing platforms.
Conclusion
Hanshow’s CGF 2025 showcase illustrates how advanced AI, IoT, and Retail Media technologies are redefining the physical store as a powerful, data-rich media channel. The evolving ecosystem requires retailers, brands, technology partners, and agencies to collaborate closely to capitalize on this shift and integrate in-store touchpoints effectively within broader RMN strategies.
