Retail is evolving fast. In 2025, stores aren’t just places to shop, they’re becoming media channels, data hubs, and revenue drivers. In-store media offers retailers a powerful way to engage customers, monetise physical space, and measure real results.
At IUF, we’ve helped global retailers transform their estates into dynamic, profitable media networks. Here’s what you need to know about this shift, and how to make it work.
Why In-Store Media Matters
In-store media is booming, and for good reason. Screens in retail environments are no longer just displays, they’re tools that drive revenue and engagement. They create new profit streams, provide powerful first-party shopper data, and influence decisions at the very moment customers are ready to buy.
When in-store campaigns are aligned with digital and social channels, they offer a seamless omnichannel experience. Dynamic, personalised content also enhances the shopping journey, making it more engaging and enjoyable for customers.
Challenges Retailers Face
Despite the opportunity, many networks fail to reach their potential. Operational complexity can make managing large estates challenging, with downtime and maintenance issues impacting performance. Static content quickly loses its appeal without targeting or variation, and weak reporting makes it hard to prove ROI to brand partners.
Understanding these challenges is the first step in building a more effective, profitable in-store media network.
Winning Strategies for 2025
To truly maximise ROI, retailers need more than just screens, they need smart, scalable networks. Investing in robust infrastructure, such as estate-wide monitoring platforms like Eversight™, ensures uptime and full visibility.
Using data to drive campaigns allows for more targeted content delivery, tailored to demographics and shopper behaviours. Strong partnerships with brands, combined with linking in-store campaigns to mobile, loyalty, and programmatic channels, ensures a consistent omnichannel journey.
Most importantly, successful networks balance advertising with meaningful, personalised engagement, keeping the customer experience at the heart of every campaign.
How IUF Media Helps
We provide end-to-end retail media solutions, from design and deployment to ongoing support. With over 30,000 devices managed worldwide, our Eversight™ monitoring platform delivers real-time performance insights. Coupled with in-house hardware and software expertise, we create scalable, ROI-focused networks that are both reliable and revenue-driving.
Our approach combines technical control, commercial insight, and creative capability, giving retailers the confidence to make in-store media a central part of their growth strategy.
The Future of Retail Media
In-store media is no longer an optional extra, it’s a strategic growth engine. Retailers that invest now will strengthen brand partnerships, influence shoppers at the point of purchase, and future-proof their estates.
In 2025, the store itself becomes the screen. Those who embrace this opportunity will lead the next era of retail.
The screens are live.
Are you ready to lead the way?
