All Foundries

Commodity Management & Trading

Transforming trading ecosystems through data-driven insights and secure, agile platforms that empower global commerce.

Customer & Marketing Strategy

Reimagining customer engagement with personalized, connected experiences that build trust and long-term value.

Digital Engineering

Turning ideas into scalable digital solutions—accelerating transformation through design, technology, and engineering excellence.

Station Studio

Redefining mobility hubs with digital innovation to create smarter, sustainable experiences for people and businesses on the move.

Supply Chain & Industry 5.0

Building resilient, intelligent supply networks that anticipate change and deliver efficiency with purpose.

Sustainability

Driving responsible innovation to help organizations achieve net-zero goals and create a positive impact for future generations.

Physical AI

Physical AI gives machines, robots and physical operations the ability to perceive their environment, decide what matters and act in real time. Factories, plants, stores and infrastructure become systems able to sense conditions, learn from them and improve on their own, closing the gap between the physical and the digital world.

Next-Gen Infrastructure

From networks as infrastructure to connected platforms that enable critical, autonomous and intelligent operations.

Four business units, one technology roadmap after the merger

After an acquisition, a retail group ran four business units on four technology stacks. NTT DATA mapped processes, applications, ERP, CRM and infrastructure across all of them and designed a low-risk transition roadmap. The group now works from a prioritized portfolio of initiatives, with synergies identified for each unit.

Four business units, one technology roadmap after the merger

Retail

A pharmacy retailer grows average ticket by 8% and lab services sales by 18%

Pharmacy and health retailers compete on the visit itself: the counter, the advice, the lab test. This retailer measured its digital maturity with NTT DATA, organized more than 16 initiatives into cross-functional work cells and tracked each result. Average ticket rose 8% and lab and diagnostic services sales grew 18%.

A pharmacy retailer grows average ticket by 8% and lab services sales by 18%

Contact

Hyper-segmented emails double open rates for a Mexican department store

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.

Objectives

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.

Opportunity

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.

Key Challenges

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.

Solution

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.

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.

Managed device selection, installation and maintenance

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

Generated advertising campaigns

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

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.

Impact

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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