As the retail landscape continues to evolve, grocery and convenience retailers are facing mounting pressure to drive profitability and unlock new revenue streams. One of the most transformative opportunities in recent years is the rise of Retail Media Networks (RMNs)—platforms that enable retailers to monetize their first-party data and digital real estate by connecting brands with highly targeted audiences at the point of purchase. For grocers and convenience stores, RMNs are not just a new advertising channel—they are a strategic lever for growth, differentiation, and deeper collaboration with consumer packaged goods (CPG) partners.
Several converging trends have set the stage for RMNs to thrive in grocery and convenience:
Leading grocery and convenience retailers are moving quickly to stand up and scale their media networks. Success requires more than simply selling ad space—it demands a holistic approach across technology, data, organization, and partnerships:
Retailers are leveraging loyalty programs, digital receipts, and in-store transaction data to build robust audience segments. This enables CPG brands to target shoppers with personalized offers, sponsored products, and display ads both onsite (e.g., retailer websites and apps) and offsite (e.g., social, CTV, and programmatic channels). Clean rooms and privacy-safe data collaboration are becoming standard, allowing brands to activate and measure campaigns without compromising consumer trust.
RMNs in grocery and convenience are increasingly omnichannel, integrating digital and physical touchpoints. In-store digital screens, shelf-edge displays, and kiosks are being connected to the same data and measurement systems as online placements, enabling brands to reach shoppers throughout the path to purchase. The most effective networks create seamless, contextually relevant experiences—whether a shopper is browsing online, using a mobile app, or walking the aisles.
One of the core value propositions of RMNs is the ability to provide closed-loop measurement—tying ad exposure directly to sales, both online and in-store. Grocers are investing in advanced analytics, real-time dashboards, and clean room solutions to give CPG partners granular insights into campaign performance, incrementality, and return on ad spend (ROAS). This transparency is critical for attracting national media budgets and building long-term brand partnerships.
Standing up a successful RMN requires new ways of working. Retailers are building dedicated media sales and operations teams, often with expertise from digital media, technology, and data science. Cross-functional collaboration is essential—aligning marketing, IT, legal, and store operations to ensure seamless execution and compliance. Many retailers are also partnering with external technology providers and agencies to accelerate capability building and maximize network value.
While the RMN model is proven, grocery and convenience retailers face sector-specific hurdles:
Several grocers and convenience retailers are already demonstrating the power of RMNs:
The RMN landscape is rapidly evolving. As more retailers enter the space, competition for CPG budgets will intensify, making differentiation and innovation critical. Key trends to watch include:
For grocery and convenience retailers, the path to RMN success starts with a clear vision, executive commitment, and a willingness to embrace new ways of working. Key steps include:
As the retail media revolution accelerates, grocery and convenience retailers that act boldly—and strategically—will be best positioned to capture new revenue, deepen CPG relationships, and deliver richer experiences for their shoppers.