As retail media continues its rapid expansion, the in-store environment is a powerful, and still underutilised, opportunity. Natalie Woodall, Managing Director at Pixel Inspiration, is at the forefront of helping retailers turn physical spaces into high-performing media channels. She sat down with Retail Media Age to discuss the role of screens in retail media, the opportunities they present, and the challenges brands must overcome to get them right.
How do you define the role of retail media within today’s in-store environment?
Retail media has rapidly evolved from being primarily an online discipline into something that is now very much part of the physical store. What we are seeing is the rise of the store as a media channel in its own right.
For retailers, this presents a huge opportunity. They already have the audience, they already have the data, and crucially, they have customers in a buying mindset. Screens within stores allow retailers to monetise that environment, while also enhancing the customer experience if done well.
The key is to treat in-store media with the same level of sophistication as digital channels. It is not just about placing adverts on screens, it is about delivering relevant, timely and contextual messaging that adds value to the shopper journey.
What role does Pixel Inspiration play in helping retailers unlock that opportunity?
Our role is to help retailers connect the dots between content, technology and strategy. Screens are only one part of the equation. Without the right technical specification, the correct content and the right thinking behind it, they do not deliver their full potential.
We work with retailers to ensure that their in-store media networks are not just visually engaging, but also commercially effective and sufficiently supported. That means understanding how content performs, how it influences behaviour, and how it can be optimised over time.
There is also a growing need to align in-store media with wider retail media strategies. Retailers are increasingly looking at how they can offer brands a more joined-up proposition, spanning online, mobile and in-store touchpoints.
What are the biggest opportunities when it comes to in-store screens?
One of the biggest opportunities is relevance.
Unlike many other media channels, in-store screens have the advantage of context. You know where the customer is, you have an idea of what they might be looking for, and you can tailor messaging accordingly.
There is also an opportunity to influence decisions at the point of purchase. This is where retail media really comes into its own. If you can deliver the right message at the right moment, you can genuinely shift behaviour.
Another key opportunity is measurement. As the technology improves, retailers are getting better at understanding how in-store media performs. This is critical for attracting brand investment, because advertisers want to see clear outcomes and accountability.
What challenges are retailers facing when implementing retail media through screens?
One of the biggest challenges is avoiding the temptation to treat screens as purely an advertising space.
If the screen placement is not correct or the content is not relevant or engaging, it becomes easy for customers to ignore it. In some cases, it can even detract from the overall experience.
There is also the challenge of integration. In-store media cannot sit in isolation. It needs to be connected to wider marketing activity, as well as to data and insights. That requires collaboration across teams, which is not always straightforward.
Another issue is scale and consistency. Rolling out a screen network across multiple locations is complex, and maintaining consistent quality and 100% uptime across that network can be difficult. Retailers need the right infrastructure and processes in place to manage that effectively.
How should brands and retailers approach content on these screens?
Content is absolutely critical. It needs to be designed specifically for the in-store environment, rather than repurposed from other channels. What works on social media or TV will not necessarily work on a retail screen.
It is also important to think about the customer mindset. Shoppers are often moving, they are distracted, and they are making quick decisions. Content needs to be clear, concise and visually impactful.
At the same time, it should feel like a natural part of the environment. The best in-store media does not feel intrusive, it feels helpful and relevant.
What does the future of retail media in-store look like?
We are going to see much greater integration between online and offline retail media. The lines are already blurring, and that will only continue. Retailers will be able to offer brands more holistic campaigns that span the entire customer journey.
We will also see improvements in personalisation and measurement.
As data capabilities evolve, in-store media will become more targeted and more accountable, bringing it closer to the standards we expect from digital channels.
Ultimately, the retailers that succeed will be the ones that treat in-store media as a strategic asset, not just an add-on. Screens have huge potential, but only if they are used in a way that genuinely enhances the customer experience while delivering commercial value.
