Retail media in offline retail: turning screens and data into a new revenue stream

From online dominance to offline growth

Over the last decade, retail media has been one of the hottest topics in the advertising world. Two or three years ago, the global retail media market was valued at $60-70 billion, with most of the growth coming from online-heavy retailers like Amazon, Walmart, and Carrefour. These companies had the advantage of massive customer bases, powerful e-commerce platforms, and loyalty apps with millions of users.

But the market is evolving. Analysts now project retail media to exceed $160 billion by 2027, and the new wave of growth is happening offline. The focus is shifting from giant e-commerce platforms to brick-and-mortar stores: supermarkets, specialty shops, and even small local chains. For these retailers, in-store media is not only accessible, it is often more effective.

Why? Because shoppers in-store are already committed to buying. They made a long trip to the store, so their purchase intent is high, attention is more focused, and the data collected about them is real and verifiable.

How offline retail media works

Offline retail media uses the physical store environment as an advertising platform. The logic is simple but powerful: retailers already have a valuable audience — the shoppers walking through their doors. By combining digital signage, audience analytics, and a centralized content management system (CMS), retailers can monetize this audience just like an online platform.

Key components include:

• Digital signage. Dynamic, bright screens placed in high-traffic zones like entrances, checkout counters, or specific product aisles. These screens display promotions, ads, and real-time offers.
• Audience analytics. AI-powered sensors capture non-personalized data such as gender, age group, dwell time, and reactions. This helps measure impressions and optimize campaigns.
• Centralized CMS. A single system to manage the whole network of screens across locations, schedule campaigns, track performance and ensure consistent operation.
• Monetization. Once the system is in place, retailers can sell advertising inventory directly to brands or partner with agencies to fill ad slots. The model is scalable, from two screens in a small store to thousands across an international chain.

The entry barrier is lower than many expect. Unlike online retail media, which often requires apps, large customer databases, and advanced adtech, offline retail media can start with just a handful of stores and a few screens. The critical requirement is a real, physical audience that advertisers want to reach.

Case study: Kotsovolos, Greece

Kotsovolos is one of Greece’s leading consumer electronics retailers, with more than 90 stores nationwide. They approached DISPL with three goals:

1. Improve offline marketing efficiency.
2. Gain actionable data for smarter decisions.
3. Create a new revenue stream by selling screens and audience data.

They have implemented vertical digital screens with built-in sensors at store entrances, the highest-traffic areas. The benefits were immediate:

• Customer engagement. Bright and dynamic screens captured attention as soon as shoppers entered.
• Real-time targeting. Different demographics saw different promotions, increasing the relevance of ads.
• Visitor insights. Sensors measured traffic and engagement, giving Kotsovolos a clear picture of which promotions worked best.
• Operational efficiency. A centralized CMS allowed them to control all screens across 90+ locations without extra staff.

Most importantly, the system opened up a new revenue stream. Brands selling through Kotsovolos were eager to advertise directly to shoppers at the point of purchase and pay for access to engagement data. Today, after more than three years of working with DISPL, Kotsovolos enjoys stronger sales, lower marketing costs, and stable income from advertising partners. You can read more about our cooperation in a case study.

Case study: Rede Economia, Brazil

Rede Economia operates more than 140 supermarkets in Rio de Janeiro state, Brazil. Like many FMCG retailers, they face two challenges: high competition and thin margins. Together with DISPL’s regional distributor Global IA, they decided to transform their stores into a retail media network.

The logic was clear:

• Thousands of shoppers visit daily, staying for an average of 10+ minutes.
• They are ready to buy, and open to promotions while shopping.
• This audience is attractive to consumer brands eager to reach Brazilian households.

Global IA installed screens and LED panels across several Rede Economia’s stores. Initially, the screens displayed the retailer’s own promotions. The next step was building a pipeline for advertisers — offering brands the ability to buy ad space and access performance analytics.

Rede Economia is now scaling the project, educating its internal teams, and preparing to monetize its audience. With DISPL technology, they are not just a retailer anymore, they are becoming a media owner. Read more in their customer story.

A small retailer example

Imagine a local organic food store with just three outlets. By installing a few screens near checkout, they can show both in-house promotions (e.g., discounts on fresh produce) and external ads (e.g., from suppliers of energy bars, organic drinks or any other brand interested in their audience). Even without a dedicated ad sales team, the store can collaborate with agencies to sell slots.

For the retailer, this means additional revenue with minimal investment. For brands, it’s access to a targeted, real audience in a buying mindset. For shoppers, it’s relevant offers that help them discover new products.

Why DISPL is the top choice for retail media

Not all retail media platforms are created equal. DISPL stands out because it combines these critical elements:

• Industry-leading CMS. Manage thousands of screens with up to 90% less time and resources spent on scheduling and updates.
• Real-time targeting. Ensure shoppers see the most relevant content, maximizing engagement and impact.
  
• Advanced analytics. Understand impressions, engagement, and demographics to calculate ROI and optimize campaigns.
• Scalability. From a single store to global chains, the system adapts to any network size.
• Partner ecosystem. DISPL works with certified partners worldwide, ensuring local support and expertise.

This combination makes DISPL not just a tool for in-store marketing but a foundation for building full retail media networks.

Why retail media benefits everyone

• Retailers gain new revenue streams, stronger margins, and better data for decision-making.
• Brands reach shoppers at the most valuable moment, when they are ready to buy, and gain first-party insights that are more reliable than online cookies.
• Shoppers enjoy relevant, timely promotions, without any privacy compromises.

Offline retail media creates a win-win scenario that drives the entire ecosystem forward.

Conclusion

Retail media has moved beyond e-commerce platforms. It is now a powerful growth engine for offline stores of any size. With the right tools, even a small retailer can monetize its audience, attract advertisers, and compete on equal terms with the largest players.

DISPL helps make this possible. Our technology empowers businesses of all sizes to turn in-store attention into measurable growth. Book a free call with our specialist and see how your store can become the next success story.