Unlock the power of retail media networks to transform advertising, drive retailer revenue, and elevate customer engagement.
One of the most exciting trends in our industry is the growth of retail media networks. For business owners and retail executives, RMNs present a powerful opportunity to increase in-store sales and create entirely new revenue streams. It represents a shift from a storefront-based focus to owning a platform that brings together the retailer, vendors and partners, and the customer.
What is a Retail Media Network?
A Retail Media Network is a marketing and messaging platform created by a retailer that allows brands to advertise their products directly to consumers at or near the point of purchase. These advertisements can appear across a mix of digital touchpoints — websites, apps, emails, in-store digital displays, and even on receipts.
RMNs are a specific subset of retail media (any advertising within a retail context) and commerce media (advertising tied to transactional behavior). RMNs are focused and retailer-controlled, enabling them to offer first-party data, highly targeted campaigns, and measurable outcomes.
A few high-profile examples include:
- Amazon Ads: One of the earliest and most sophisticated RMNs
- Walmart Connect: Walmart’s RMN monetizes both in-store and online traffic, and enabled Walmart to grow global advertising revenue by 46% year over year*
- Loblaw Media and Canadian Tire’s Triangle Retail Media: These are two examples of Canadian retailers investing heavily in RMNs
How Retail Media Networks Work
Retailers leverage an omnichannel platform that allows them to offer advertising to partners who want access to their customer base. The ad placements can include digital properties, such as an e-commerce website, as well as in-store screen displays or kiosks.
Brands and advertisers purchase these placements to showcase their products to shoppers — at exactly the right moment: during product discovery and just before checkout.
Technology plays a vital role, not only for surfacing ads and offers, but for measuring results across the full omnichannel journey. Sophisticated RMN platforms enable:
- Real-time bidding and ad placement
- Automation of campaign management
- Integration of loyalty program data for precise targeting
- Performance tracking and analytics across online and offline channels
The Benefits of RMNs
For Retailers:
- Enhanced customer experience: RMNs allow you to align messaging across multiple channels to create a unified customer experience. Customers receive relevant and personalized offers, promotions, and brand messaging, regardless of the medium they interact with.
- Boosted basket size: Retailers have direct access to the consumer during the shopping experience. A RMN can influence decisions near checkout by highlighting products, benefits, or promotions to increase sales..
- New revenue streams: RMNs allow retailers to drive new, incremental revenue from their most valuable asset: customer traffic, both online and in-store. According to BCG, retail media networks can generate new revenue equivalent to up to 5–7% of e-commerce sales – or 0.5–1.5% of total sales – with margins surpassing 65%. **
- Brand engagement: By curating relevant messages across every touch point, retailers foster deeper customer engagement, drive loyalty, and enhance brand perception, creating a stronger relationship with consumers.
For Brands:
- Purchase-ready audience: Ads reach consumers with high buying intent, allowing advertisers to connect with consumers at pivotal moments of the purchase cycle
- Personalization and relevancy: RMNs leverage first-party data for precise and effective targeting. Advertisers can draw from demographics, purchase history, and other data points to present the most relevant offer.
- End-to-end performance visibility: RMNs provide comprehensive campaign insights, tracking performance from ad exposure to purchase.
- ROI transparency: Brands can track performance down to the SKU level, offering full visibility into return on investment.
For Shoppers:
- Significantly improved shopping experience: RMNs enhance convenience and relevance, creating a more personalized and enjoyable shopping journey.
- Discover products that meet their needs: Shoppers are introduced to products and deals that align with their interests.
- Convenience: The personalized messaging of RMNs can help customers find deals on items they already buy, and make the shopping and purchase process easier to navigate.
Hypothetical Use Case: A National Grocery Chain
Through its RMN, the grocery offers an inventory of advertising – shelf displays, in-app ads, e-commerce, and more – to manufacturers of the products on the shelves. One of them, a beverage brand, is eager to promote a new sparkling water. Digital ads appear when customers search for “flavored drinks” on the grocery store’s app. In-store, digital signage highlights a “2 for $5” offer. Using purchase history from loyalty program data, the chain targets households that frequently buy carbonated beverages. Within two weeks, the team can trace a double-digit lift in sales based on the campaign results.
Final Thoughts
Retail Media Networks are reshaping the way retailers, brands, and customers interact. By integrating advertising and merchandising strategies, retailers can move from being just a product buyer to both a buyer and seller. Driving new and reliable revenue streams is a sure way for retail executives to future-proof their business.
About UBI Communications
UBI Communications was established in 2001. As early innovators in digital signage, we’ve been a daily participant in the constant evolution of the industry. We leverage that expertise to help clients design custom digital signage solutions that are uniquely crafted to deliver impact and ROI. We achieve strong results by partnering with top technology providers to deliver the best hardware and software products available, and hiring and training a skilled and dedicated team to provide full-service support. Want to learn more? Contact us.
* CTV Adds Lift to Walmart Connect’s Retail Media Momentum, Aug 27, 2025, Path to Purchase Institute
** Six Questions for Scaling Retail Media Outside the US, May 9, 2025, BCG