From store walls to a national in-store advertising network

Every day, thousands of shoppers walk through a retailer's stores, right at the moment they decide what to buy. Working with NTT DATA, a retailer built a national physical Retail Media Network in alliance with a leading screen manufacturer, turning its stores into a high-impact advertising channel that connects brands with consumers at the point of sale.
Reach: National In-Store Network
A Retail Media network deployed across the retailer's physical stores.
Revenue: New High-Margin Revenue Stream
Physical spaces monetised as advertising assets.
Partnerships: Stronger B2B Alliances
Closer relationships with brands, advertisers and content partners.
Connection: Point-of-Sale Impact
Brands reach consumers exactly where purchase decisions happen.
Retail media that turns physical stores into high-impact advertising assets
The retailer had a large physical audience that was not being monetised, and needed a way to offer brands a powerful advertising channel inside its stores, with the right network, devices, content and partners to make it work at national scale.
目的
The initiative set out to create a Retail Media network, in alliance with a technology partner, that would allow the retailer to monetise its physical spaces as a new high-impact advertising channel. The ambition was to open a new line of business while giving brands a meaningful way to reach shoppers in store.
機会
Physical stores can work as a "Google Ads in a physical network", connecting brands with consumers at the point of sale. With a national network now in place, the retailer has a scalable media platform to grow its advertiser base, add new content partners and keep developing in-store campaigns.
Turning an unmonetised physical audience into a media channel

The retailer faced the practical challenge of building a media business from scratch inside its stores, combining network design, hardware at scale and a steady flow of campaigns and content.

主な課題
Retail technology team reviewing disconnected digital advertising screen installations without a common physical network architecture across the store.
1: No physical network design. There was no architecture defining how an in-store media network should be structured, connected and operated across locations.
Retail technology technicians preparing standardized digital screens and installation equipment for consistent deployment and maintenance across a national store network.
2: Screens at national scale. Devices had to be selected, installed and maintained consistently across a large network of stores.
Retail media team coordinating campaign schedules, creative assets and content partners to keep in-store advertising screens relevant and consistently managed.
3: Campaigns and content partners. Advertising campaigns needed to be generated and content partners organised to keep screens relevant and valuable for brands.
Busy retail store with high shopper traffic but no structured in-store advertising channel to monetise the audience for brands.
4: Unmonetised store audience. Store traffic represented a strong audience for brands, but the retailer had no channel to offer it as advertising space.
解決策
An alliance-based build of a national Retail Media network

NTT DATA established an alliance with a leading screen manufacturer to develop a national-scale Retail Media network, connecting brands with consumers at the point of sale.

チェックアイコン
Defined the physical network architecture

Designed how the in-store media network is structured and connected across stores, creating a solid base for national operations.

チェックアイコン
Managed device selection, installation and maintenance

Selected the right screens with the technology partner and organised their installation and ongoing maintenance across the network.

チェックアイコン
Generated advertising campaigns

Set up the creation of in-store advertising campaigns, giving brands a clear way to reach shoppers right at the shelf.

チェックアイコン
Built alliances with content aggregators

Partnered with content aggregators to keep a steady, relevant flow of content on screens and strengthen the value of the network for advertisers.

影響
A new revenue line inside the store

Stores became media assets. The retailer now operates a national Retail Media network across its physical stores, opening a new high-profitability revenue stream and strengthening its B2B alliances with brands and advertisers. Most importantly, it gives brands a direct connection with consumers at the point of sale, right where purchase decisions are made.

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