Retail Media Networks: Unlocking New Revenue Streams for Non-Grocery Retailers

Introduction

The retail landscape is undergoing a seismic shift. As digital transformation accelerates and traditional profit streams come under pressure, non-grocery retailers—apparel, specialty, and big-box stores—are seeking new ways to drive growth and profitability. One of the most promising opportunities is the rise of retail media networks (RMNs). Once the domain of grocery giants, RMNs are now being embraced by a broader spectrum of retailers, leveraging their first-party data and digital assets to create powerful new revenue streams and deeper customer engagement.

With the retail media market projected to exceed $231 billion by 2030, the time is now for non-grocery retailers to evaluate their readiness, understand the organizational and technological shifts required, and capture their share of this rapidly expanding market.

The Retail Media Opportunity Beyond Grocery

Retail media networks enable retailers to monetize their digital and physical assets by offering brands and advertisers access to highly targeted audiences. While grocery retailers have led the way, non-grocery sectors are uniquely positioned to capitalize on this trend:

Apparel and Specialty Retailers: With rich loyalty programs, robust e-commerce platforms, and deep customer insights, these retailers can offer advertisers access to highly engaged, lifestyle-oriented audiences.
Big-Box Stores: Their scale, omnichannel presence, and diverse product assortments make them attractive partners for brands seeking broad reach and measurable impact.

By harnessing first-party data from loyalty programs, online and in-store transactions, and digital interactions, non-grocery retailers can deliver personalized, measurable advertising experiences that drive incremental revenue and enhance customer value.

Organizational Shifts: Building a Media-First Mindset

Launching a successful retail media network is not simply a matter of adding new ad units to your website. It requires a fundamental shift in mindset and operating model:

Dedicated Media Teams: Retailers must establish specialized teams focused on media sales, operations, and analytics, distinct from traditional merchandising or marketing functions.
Cross-Functional Collaboration: Success depends on breaking down silos between IT, marketing, data, legal, and finance to ensure seamless execution and compliance.
Customer-Centricity: RMNs serve two customers—the end consumer and the advertiser. Balancing their needs is critical to delivering value and sustaining growth.

Retailers must also recognize that media networks are not a bolt-on; they are a standalone business function requiring executive sponsorship, investment, and a clear strategic vision.

Technological Foundations: Data, Clean Rooms, and Omnichannel Integration

The backbone of any retail media network is data—specifically, high-quality, privacy-compliant first-party data. To unlock the full value of this asset, retailers need:

Unified Customer Data Platforms (CDPs): Aggregating and activating data from loyalty programs, e-commerce, in-store transactions, and digital touchpoints.
Clean Room Environments: Secure, privacy-compliant spaces where retailers and advertisers can match and analyze data without exposing personally identifiable information.
Omnichannel Activation: Integrating online and offline channels—websites, apps, in-store displays, kiosks—to deliver seamless, personalized advertising experiences.
Real-Time Analytics and Attribution: Providing advertisers with transparent, closed-loop measurement to demonstrate ROI and optimize campaigns.

Investing in a flexible, scalable technology stack is essential for supporting rapid innovation, integrating with partner platforms, and future-proofing the media network against evolving privacy regulations and consumer expectations.

Partnership Models: Collaborate to Accelerate

Standing up a retail media network is a complex undertaking. Many retailers choose to partner with experienced agencies, technology providers, or media specialists to accelerate time-to-market and tap into best-in-class capabilities. Key considerations include:

Build vs. Partner: Assess internal capabilities and determine where external expertise can add value—whether in data management, ad operations, or sales.
Strategic Alliances: Collaborate with brands, publishers, and technology partners to expand reach, enhance targeting, and drive innovation.
Measurement and Transparency: Work with partners who can deliver robust, third-party-verified measurement and reporting to build advertiser trust.

Publicis Sapient has a proven track record of helping retailers—from supermarkets to fuel retailers—design, launch, and scale successful media networks, generating significant incremental revenue and deepening customer engagement.

Actionable Steps: Evaluating Readiness and ROI

For non-grocery retailers considering the retail media opportunity, a structured approach is essential:

Assess Data Assets: Inventory your first-party data sources—loyalty, e-commerce, in-store, digital—and evaluate their quality, scale, and compliance.
Define the Value Proposition: Identify what makes your audience unique and valuable to advertisers. Consider your reach, engagement, and ability to deliver measurable outcomes.
Build the Business Case: Model potential revenue streams, investment requirements, and ROI. Factor in technology, talent, and partnership costs.
Identify Capability Gaps: Evaluate your current organizational structure, technology stack, and data governance. Pinpoint areas requiring investment or external support.
Pilot and Iterate: Start with a focused pilot—such as sponsored product placements or targeted email campaigns—measure results, and scale what works.
Prioritize Privacy and Trust: Implement robust consent management, identity resolution, and data security practices to build consumer and advertiser confidence.

The Publicis Sapient Advantage

Publicis Sapient brings deep expertise in digital business transformation, data strategy, and media network implementation. Our experience spans:

Designing and launching media networks for leading retailers across sectors
Building unified data platforms and clean room environments
Developing omnichannel activation strategies that connect online and offline touchpoints
Enabling closed-loop measurement and transparent ROI reporting
Orchestrating cross-functional change and upskilling teams for media-first operations

Conclusion: The Time to Act Is Now

Retail media networks represent a generational opportunity for non-grocery retailers to unlock new revenue, strengthen customer relationships, and future-proof their business models. Success requires more than technology—it demands organizational agility, data excellence, and a relentless focus on delivering value to both consumers and advertisers.

By taking a strategic, stepwise approach—and partnering with experienced advisors—non-grocery retailers can seize the retail media moment and establish themselves as indispensable platforms in the evolving commerce ecosystem.

Ready to explore your retail media opportunity? Connect with Publicis Sapient’s retail media experts to assess your readiness, build your business case, and accelerate your journey to new revenue streams.