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Forbes
06-08-2025
- Business
- Forbes
Best Practices For Building A Strong Retail Media Network In 2025
Tamara Bebb is the CEO of Spectrio, a leading provider of customer engagement solutions for businesses, including digital signage. Research shows that while some brands allocate nearly half of their budgets to advertising through retail media networks, as many as one-third of marketers find it difficult to demonstrate a strong return on investment (ROI) from their campaigns. Without a successful strategy, retailers risk overwhelming and desensitizing customers with ads. This could mean missing opportunities to provide personalized recommendations, prioritizing the wrong metrics or making poor use of potential marketing channels, all of which can significantly impact your overall ROI. So, what are the best practices for creating a retail media strategy that enhances your performance and delivers measurable results? Based on my own experience in the advertising industry, here are four important factors to keep in mind: 1. Don't overwhelm shoppers. One of the most prevalent mistakes I see with advertising in general, and particularly with retail media networks, is overwhelming shoppers with ads. When every part of an online screen experience is covered with sponsored content, or when pop-ups interrupt the checkout process, the shopping experience suffers. In-store retail media networks can have the same problem. If an in-store screen provides no additional value and has no functional role other than showing ads (meaning it is not used to educate, inform or entertain), I've observed that customers tend to tune it out, providing less value to the advertising brand. Too many digital signs or intrusive pop-ups at self-checkout kiosks can frustrate customers rather than engage them, decreasing the overall ROI of your retail media strategy. People are tired of ad overload. Instead of bombarding shoppers, focus on fewer, better-placed ads that are contextually relevant, brand-friendly and able to enhance rather than disrupt the customer experience. 2. Focus on personalization. I've found that one of the most important aspects of a strong retail media network is personalizing offers through first-party data. This refers to data that the retail media network provider collects directly from its customers. For example, Amazon collects and uses its first-party data to personalize which ads and products show up as 'sponsored' as its customers search the website. The more your retail media network can personalize sponsored products according to customers' real needs, the higher your ROI should be. In physical stores, first-party data can be harder to collect, which can make personalization more challenging. Loyalty programs or surveys can be a good source of first-party data that you can use to personalize future offers. Leveraging AI to analyze transaction log data and recommend ad placement based on time-of-day and day-of-week purchase patterns is a major way you can use first-party data to create more value for both yourself and the advertiser. Take the well-known pattern of people tending to buy more coffee in the morning and more soda in the afternoon, for example. Determining adjacent products like donuts for coffee and chips for sodas is logical. This is one of the reasons data is such an important component of a successful retail media network. You can also gather demographic information and behavioral data through various in-store technologies, such as smart devices, kiosks, scanners and sensors. Regardless of the method, your goal should always be to maximize the value of first-party data in order to understand customer needs and deliver relevant offers at the right time. 3. Clarify your KPIs early. Another contributing factor to retail media success is tracking the right performance metrics from the start so you can see where you're doing well and where you need to improve. Let's take a look at some of the major key performance indicators (KPIs) used for digital and in-store retail media networks: For most digital networks, KPIs typically focus on engagement, conversions and "return on ad spend" (ROAS). "Click-through rate" (CTR) measures how often shoppers interact with ads, while "conversion rates" track how many ad clicks lead to purchases. ROAS evaluates the revenue generated per dollar spent, while "cost per acquisition" (CPA) determines how much it costs to acquire a customer through ads. "Impressions" and "reach" gauge brand awareness and visibility. In-store retail media operates differently, with a stronger emphasis on foot traffic and shopper behavior. Advertisers in these spaces rely on a variety of KPIs. Determining the "cost per thousand views" (cost per mille or CPM rate) that your advertisers should pay to place an ad on an in-store screen typically starts with understanding the overall venue traffic, or "opportunity to see" (OTS), and the traffic around digital touchpoints, or "likelihood to see" (LTS). "Dwell time," which measures how long customers engage with in-store displays, and "sales lift," which compares pre- and post-campaign sales to determine ad impact, can be used to justify higher CPM rates. "Redemption rates" are used to track how often shoppers use in-store promotions or QR codes, while "customer traffic patterns" can assess how ads influence store navigation and product discovery. "In-store engagement" analyzes shopper interactions with digital screens and displays. To maximize impact, align your KPIs with your campaign goals. For example, if your objective is brand awareness, then focus on impressions and reach for online campaigns and/or dwell time for in-store efforts. If driving sales is the priority, give precedence to conversion rates online and/or sales lift in-store. Make sure you know exactly what your goals are and how to measure progress and success. 4. Diversify your channels. Another common mistake I see is when companies focus their retail media efforts solely online, overlooking valuable opportunities to engage customers in physical stores. Since approximately 80% of purchases are still done in a physical store, the opportunity to influence a shopper at the point of decision making should not be underestimated. I've found that this often leads to an overabundance of sponsored products and ads on websites and apps, while in-store advertising remains underutilized. As a retailer, remember that you have multiple tools you can use to speak to your customers. Every piece of digital real estate, including kiosks, signage, and email campaigns, is an option for extending your network. Diversification can help you keep customers engaged and make sure you're getting the most value from your ad spend. Retail media networks can provide powerful ways to connect brands with customers while leveraging first-party data to enhance relevance and drive sales. By refining your approach and making the most of your available digital real estate, you can improve customer experience, maximize ROI and ensure long-term growth in an increasingly competitive advertising landscape. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
24-06-2025
- Business
- Forbes
Creating A Sensory Experience To Boost Customer Engagement
Tamara Bebb is the CEO of Spectrio, a leading provider of customer engagement solutions for businesses, including digital signage. In today's competitive retail landscape, brands are continuously exploring new ways to stand out and leave lasting impressions. One of the most impactful strategies is designing an immersive sensory experience that goes beyond sight and sound. While digital signage, music and displays remain foundational, layering in other sensory elements like scents, textures and even ambient temperature can deepen customer connection and enhance the overall experience. Just as logos and taglines establish a brand's visual and verbal identity, sensory cues can become a signature part of the customer journey. Luxury hotels, for example, often use signature scents, calming music and tactile finishes like plush bedding to create a consistent atmosphere of comfort and elegance. Over time, these elements can foster emotional associations that strengthen brand loyalty. The Subtle Power Of Scent Among the most powerful sensory tools, scent has a unique ability to shape customer experience. Scent marketing involves strategically placing fragrances at key touchpoints to influence consumer behavior, boost satisfaction and increase sales. In a digital-first world where AI and algorithm-driven content can feel impersonal, brands that build emotional, sensory-driven connections have an opportunity to truly stand out. Unlike visual or auditory input, scent bypasses rational processing and connects directly to the amygdala and hippocampus, the brain's centers for emotions and memory. This deep neurological link means a well-chosen scent can elevate mood, shift perception and even influence purchasing decisions. In fact, studies show consumers are more inclined to buy something and are willing to pay over 10% more for it in a store that uses scent marketing. Businesses can also use scent to evoke nostalgia, one of the most powerful emotional drivers of purchasing decisions. A home décor store, for example, might diffuse the scent of baked apples and cinnamon in autumn or pine and fireplace smoke in winter to remind shoppers of cozy holiday memories, making them more likely to associate the products with warmth and comfort. If you remind potential customers of their childhood home or a homemade meal, you likely will have a sale on your hands. Research confirms that consumers are more likely to spend more when goods are linked to nostalgia. When paired with visual, auditory and tactile elements, scent completes a multisensory experience that strengthens brand recall and emotional connection. Done right, it helps customers recognize your brand and feel something meaningful when they do. Implement A Sensory Strategy To create a truly immersive customer experience, businesses must carefully align sensory elements with their brand identity. Visual cues like lighting, color palettes and digital displays shape mood and perception—warm lighting can make a space feel inviting, while sleek, minimalist design can convey sophistication. Sound plays a crucial role in setting the tone, whether it's calming background music in a spa or upbeat tracks in a retail store to energize shoppers. Touch adds a tactile dimension through fabrics, furnishings or interactive kiosks that invite exploration. The key is consistency. Each element should reflect the brand's personality and audience. A boutique may choose soft scents, muted textures and ambient music, while a bustling café might opt for bold visuals, energizing aromas and lively playlists. For maximum impact, sensory elements should be part of a broader, intentional strategy. Layering scent, sound, touch and interactive, personalized technology can create a rich, multilayered environment that keeps customers engaged. Imagine a fitness center blending invigorating citrus scents, high-tempo music and dynamic visuals to motivate clients and enhance their workout experience. But balance matters. Too many sensory inputs can overwhelm rather than engage. The most effective experiences are those that are intentional, aligned with brand identity and carefully measured for impact. When implemented thoughtfully, scent can become a powerful brand signature. A consistent olfactory experience across locations can evoke familiarity and recognition, reinforcing emotional connection so customers feel at ease and more deeply engaged. Final Thoughts Sensory experiences can either strengthen a brand's connection with its customers—or work against it. The difference lies in thoughtful execution. When used with intention, sensory marketing can foster emotional bonds, enhance the overall atmosphere and influence consumer behavior in ways traditional marketing channels often can't. By aligning scent, sound, visuals and touch with their brand identity, businesses have the opportunity to create memorable, multisensory environments that leave lasting impressions—and keep customers coming back. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Yahoo
26-03-2025
- Business
- Yahoo
Spectrio Launches RMN Gateway to Turn In-Store Digital Signage Screens into Revenue-Generating Assets
New system connects retailers to the broader programmatic advertising ecosystem, enabling monetization of in-store digital touchpoints TAMPA, Fla., March 26, 2025 (GLOBE NEWSWIRE) -- Spectrio, a leading provider of digital signage software and systems, today announced the launch of RMN Gateway, a major addition to its offerings, designed to help retailers unlock the full potential of their in-store digital signage. This new system enables businesses to transform their signage networks into high-performing retail media networks (RMNs), creating new revenue streams while retaining full control of the shopper experience. RMN Gateway empowers retailers to monetize digital touchpoints – like shelf-edge and end-cap screens – by offering available digital inventory to third-party advertisers across multiple channels, including direct sales, private marketplace deals, open auctions, and vendor sponsorships. By partnering with ad server and mediation platforms, RMN Gateway serves as a bridge between in-store screens and programmatic ad demand, connecting retailers to the broader advertising ecosystem. These new revenue streams can help offset infrastructure costs, contribute to operating bottom lines, and support future expansion. "Retailers have long understood the value of their physical spaces for engaging customers, but many haven't been able to fully capitalize on the revenue potential of their digital signage networks," says Tamara Bebb, CEO of Spectrio. "Our RMN Gateway changes that by connecting these valuable in-store touchpoints to the wider advertising ecosystem, creating new opportunities for both retailers and brands to engage consumers at the critical point of decision." RMN Gateway meets the demand of a fast-growing retail landscape, in which advertisers are increasingly focused on reaching consumers in brick and mortar environments. Research shows that 80 percent of purchases still happen in-store, and brands are investing accordingly. Key Features and Benefits RMN Gateway offers a complete toolkit to help retailers maximize digital media monetization: Automated ad delivery and verification, with robust measures including quartile completion rates and pixel tracking to prevent fraud and ensure ads display as expected. Advanced audience targeting using first-party data (POS logs, loyalty programs), second-party data (impressions from on-premise sensors), and third-party data. Centralized control, allowing retailers to set ad-to-content screen ratios while maintaining brand integrity. Transparent reporting and validation, including detailed performance metrics, impression counts, proof-of-play verification, and correlation with transaction logs to demonstrate advertiser ROI. Flexible monetization models, allowing retailers to sell ad space directly, through ad exchanges, or via agency partnerships. "RMN Gateway isn't just another app – it's a key component in our mission to offer end-to-end solutions for retail media networks," adds Bebb. "Spectrio's core system is state of the art digital signage content management, bolstered by anonymous shopper analytics and by additional digital touchpoints such as in-store music and Wi-Fi. All of this provides retailers with even more opportunities to monetize their physical spaces." Revenue Potential A single screen on a national retail media network can generate an estimated $30 to $40 per month, with high-traffic locations capable of delivering several hundred dollars monthly. To help clients evaluate this opportunity, Spectrio offers a revenue estimator tool on its website, enabling users to explore how variables like revenue share percentages can impact earnings. Spectrio offers flexible options for how revenue generation is managed among the end-user retail client, the advertising demand partner, and Spectrio itself. This includes the ability for ad revenue to flow through either Spectrio or a designated ad-tech partner. Availability RMN Gateway is now available to all Spectrio Enplug Professional and Enterprise customers. For customers with legacy Enplug subscriptions or other digital signage platforms, this is an excellent opportunity to upgrade and access RMN Gateway along with other enhanced features. To learn more about Spectrio's RMN Gateway or to request a demonstration, visit About Spectrio Spectrio is a leading provider of customer engagement solutions that help brands connect with their customers. Its suite of products includes digital signage, in-store music, on-hold messaging, and scent marketing, serving over 150,000 client locations across various industries, such as retail, healthcare, hospitality, and automotive. Media Contact:Daniela DavilaPR ManagerEmail: daniela@
