Retail Media: When the Point of Sale Becomes a Media Arena.

Vienna, May 4, 2023 — Whether near or directly at the point of purchase, retail media in its digital form is becoming a key driver of sales in brick-and-mortar retail. In just a few years, many stores will be unrecognizable — transformed by a growing number of personalized, dynamic digital screens.

Retail media enhances the customer journey at the point of sale, making it more engaging, targeted, and interactive. At DMS Talk No. 6, industry experts came together to discuss the latest developments in this fast-evolving trend — and one thing is clear: retail media is here to stay.

Watch the full recording here: https://www.digitale-medien.at/dms-talk

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Luc Heijnen, CX Officer at EPIC Lifestyle Experiences, emphasized the importance of in-store digital displays:

“Screens in stores are a must today. They allow brands and retailers to engage customers right at the point of decision. We use retail media at the POS to do exactly that. Sales increases of 200% to 300% are achievable by showcasing offers, brand content, and interactive elements like QR codes with discounts. In physical retail, this is especially powerful for multi-brand (food) retailers — like SPAR — where a wide product range and high foot traffic offer strong potential. By involving existing suppliers, additional marketing revenue can be generated from endemic sources, and even non-endemic advertising budgets can be tapped. ”

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Bettina Arff, Head of Retail Media at MYTOYS GROUP, advised a strategic and integrated approach when introducing retail media:

“If at all possible, choose an ad tech solution from a single source, rather than cobbling together dozens of tools from different providers at the POS. Only then can you clearly track and evaluate the customer journey across touchpoints and understand the impact of each measure. That’s what enables strong performance at the point of sale.”

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As moderator and host, Oliver Nitz, CMO of Digital Media Systems, wrapped up with a look at the broader opportunity:

“We’re witnessing the rise of a new application space where digital truly adds value — a powerful tool for brick-and-mortar retail. The retail media market is showing strong double-digit growth and offers retailers a unique chance to drive real value. We’re excited to see more creative and technically smart solutions emerge to make the customer journey at the POS a true experience.”

About DMS.

Digitale Mediensysteme GmbH (DMS) was founded in 2004 and has since developed into a leading digitization partner for wow experiences in retail operations in the DACH region - always with the aim of inspiring: making digital matter. From its location in Vienna-Ottakring, the company is also active on a project basis in Italy, Slovenia and Hungary, a total of 13 countries.

A team of around 25 employees ensures that multimedia content in retail and service companies at the POS reliably reaches people where it brings concrete benefits. Digital signage, in-store radio and corporate TV solutions provide relevant information and contribute to a comprehensive brand experience. DMS works with the best technology providers and acts as a full-service agency that can offer everything from conception, development and implementation to ongoing editorial and technical support: always with a hands-on mentality and a team that works reliably to perform even better.

We make digital matter. www.digitale-medien.at/en