Retail Media Networks: Unlocking New Revenue Streams for Grocers and Big-Box Retailers

Introduction: The Retail Media Revolution

Retail media networks (RMNs) are rapidly transforming the grocery and mass merchandise landscape. As traditional profit pools come under pressure from rising costs, margin erosion, and the deprecation of third-party cookies, grocers and big-box retailers are uniquely positioned to unlock high-margin, incremental revenue by leveraging their rich first-party data and omnichannel reach. The opportunity is massive: by 2030, the retail media network market is projected to exceed $231 billion globally, with grocers and mass merchants at the forefront of this growth.

But launching and scaling a successful retail media network is not simply a matter of adding new ad placements or selling data. It requires a fundamental shift in organizational mindset, technology, data management, and customer engagement. This guide provides a practical playbook for retailers ready to seize this opportunity, maximize ROI, and create value for advertisers and customers alike.

Why Retail Media Networks? The Value Proposition

Retailers have a unique advantage: direct, consented relationships with millions of shoppers, generating vast amounts of first-party data across loyalty programs, digital platforms, and in-store transactions. RMNs allow retailers to monetize this data by offering advertisers:

Precise audience targeting at the point of purchase, both online and in-store
Closed-loop measurement that connects ad exposure to actual sales
Omnichannel reach across digital, mobile, and physical touchpoints
Brand-safe environments with high consumer trust

For customers, RMNs can deliver more relevant, personalized offers and experiences, enhancing loyalty and satisfaction. For retailers, the result is a new, high-margin revenue stream that can fund further digital transformation and innovation.

Building a Retail Media Network: The Strategic Playbook

1. Organizational Shifts: Commit to a New Way of Working

Launching a media network is not a bolt-on to existing marketing or e-commerce teams. It requires:

Dedicated media sales and operations teams who understand the needs of both advertisers and end customers
Cross-functional collaboration across marketing, IT, data, legal, finance, and store operations
Executive sponsorship and investment in new capabilities, infrastructure, and talent
A customer-centric mindset that balances the needs of advertisers with a seamless, non-intrusive customer experience

2. Data Centricity: Harnessing First-Party Data and Clean Rooms

First-party data is the lifeblood of RMNs. To maximize its value:

Aggregate and unify data from loyalty programs, digital platforms, and in-store transactions into a single customer view
Invest in clean room technology to enable privacy-compliant data sharing and audience activation with advertisers
Implement robust consent management and identity resolution to build trust and comply with evolving regulations
Enable closed-loop attribution so advertisers can measure the true impact of their campaigns on sales, both online and offline

3. Technology Enablement: Building the Right Stack

A scalable RMN requires a modern, flexible technology stack:

Ad serving and campaign management platforms that support a range of formats (onsite, offsite, in-store)
Real-time analytics and reporting dashboards for in-flight optimization
Integration with e-commerce, POS, and loyalty systems to enable omnichannel targeting and measurement
APIs and partnerships to connect with external demand sources and media buyers

4. Omnichannel Integration: Meeting Customers Where They Are

The most successful RMNs go beyond digital banners:

Leverage in-store assets such as digital signage, kiosks, and point-of-sale screens for targeted messaging
Create seamless experiences where online behavior informs in-store offers (and vice versa)
Enable advertisers to reach shoppers across the full journey, from digital discovery to in-aisle decision-making
Ensure that media placements are contextually relevant and non-disruptive, enhancing rather than detracting from the shopping experience

5. Customer and Advertiser Value: Balancing the Equation

RMNs must serve two customers: the end shopper and the advertiser. Success depends on:

Personalized, relevant offers that add value for shoppers
High-quality, privacy-compliant audience segments for advertisers
Transparent measurement and reporting to prove ROI
Continuous optimization based on data-driven insights

Real-World Success: U.S. Supermarket Chain Case Study

A leading American supermarket chain partnered with Publicis Sapient to build and scale its retail media network. Over three years, the network generated $100 million in new revenue by:

Unifying first-party data across loyalty, digital, and in-store channels
Implementing a clean room solution for privacy-safe data sharing
Launching a dedicated media sales team and campaign operations function
Integrating ad placements across web, app, and in-store digital screens
Delivering closed-loop reporting to CPG advertisers, proving incremental sales lift

This transformation not only created a new profit engine for the retailer but also deepened relationships with both customers and brand partners.

Key Enablers for Maximizing ROI

First-Party Data Mastery: The more robust and unified your data, the more valuable your network is to advertisers.
Clean Rooms: Essential for privacy-compliant data collaboration and measurement.
Omnichannel Reach: Integrate digital and physical touchpoints for maximum impact.
Organizational Alignment: Break down silos and foster a culture of innovation and collaboration.
Technology Partnerships: Leverage best-in-class platforms and expertise to accelerate time-to-market.

Getting Started: Steps to Launch and Scale

Assess your data assets and technology readiness
Define your value proposition for advertisers and customers
Build the right team and operating model
Invest in clean room and identity resolution capabilities
Pilot with key brand partners and iterate based on results
Scale omnichannel integration and expand advertiser offerings

The Future: Retailers as Platforms

The rise of RMNs is part of a broader shift toward platform-based retail. By building networks that connect customers, brands, and data, grocers and big-box retailers can:

Create ongoing value through new products, services, and partnerships
Shape the market by becoming indispensable to both shoppers and advertisers
Scale profitably by sharing the costs and benefits of growth with partners

Why Publicis Sapient?

Publicis Sapient is a trusted partner to leading retailers worldwide, with deep expertise in digital business transformation, data strategy, and media network implementation. Our proven frameworks, technology accelerators, and cross-functional teams help clients unlock the full potential of retail media—driving new revenue, deeper customer engagement, and sustainable competitive advantage.

Ready to Unlock New Revenue Streams?

The retail media network revolution is here. Grocers and big-box retailers who act now will capture outsized value, while those who hesitate risk being left behind. To learn how Publicis Sapient can help you build and scale a high-performing retail media network, contact us today.

Contact Publicis Sapient

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sudip.mazumder@publicissapient.com
guy.elliott@publicissapient.com

Publicis Sapient: Accelerating digital business transformation for the world’s leading retailers.