Unlocking New Revenue Streams: Retail Media Networks and Data Monetization for Mall Operators

As the retail landscape undergoes rapid transformation, shopping centers and mall operators are uniquely positioned to seize a high-margin, future-proof opportunity: the creation and monetization of retail media networks (RMNs). By leveraging first-party shopper data and integrating digital platforms with in-mall experiences, mall operators can unlock new revenue streams, deliver targeted advertising, and drive measurable value for both themselves and their tenants. Here’s how to turn this vision into reality.

The New Imperative: Data Monetization in Retail Real Estate

Mall operators have always been the nexus between brands and consumers, providing physical spaces that drive foot traffic and sales. Today, the convergence of digital and physical retail has created a new, highly valuable asset: the vast troves of first-party data generated by millions of shoppers interacting with both online and in-mall experiences. As third-party cookies become obsolete and privacy regulations tighten, this data is more valuable than ever for brands seeking to reach high-intent audiences in a privacy-compliant way.

Retail media networks—digital advertising platforms built on retailers’ owned channels—have already proven their value in grocery and general retail. Now, shopping centers and outlet malls can harness the same principles, creating closed-loop ecosystems where brands can target, engage, and measure the impact of their campaigns across digital and physical touchpoints.

The Power of Integration: Digital Platforms Meet In-Mall Experiences

The foundation of a successful retail media network in a mall environment is the seamless integration of digital and physical experiences. By building digital marketplaces and loyalty platforms that connect with in-mall activities, operators can:

Capture and unify shopper data from online browsing, app usage, loyalty programs, and in-mall purchases.
Enable targeted advertising on owned digital channels (websites, apps, digital signage) and through personalized communications (email, push notifications).
Drive footfall and engagement by linking digital promotions to in-mall events, exclusive offers, and VIP experiences.
Provide closed-loop measurement that tracks the full customer journey—from ad exposure to in-mall purchase—delivering transparency and actionable insights to advertisers.

For example, a leading retail estate trust partnered with Publicis Sapient to create a digital marketplace platform that allowed VIP customers to shop online, check in-store pricing, and receive targeted content. This integration not only increased online engagement but also drove store visits and sales, demonstrating the power of omnichannel activation.

Building a Retail Media Network: Actionable Steps for Mall Operators

Establish a Unified Data Platform:
- Aggregate first-party data from all shopper touchpoints, including loyalty programs, digital marketplaces, Wi-Fi logins, and in-mall transactions.
- Implement a customer data platform (CDP) to create 360° shopper profiles, enabling precise audience segmentation and targeting.
Develop Digital Advertising Capabilities:
- Launch a retail media platform that allows brands and tenants to purchase targeted ad placements across owned digital assets (web, app, digital screens).
- Integrate with leading ad tech partners to enable programmatic buying and real-time campaign optimization.
Enable Closed-Loop Measurement:
- Connect digital ad exposure to in-mall and online transactions, providing advertisers with transparent, real-time reporting on campaign performance and sales attribution.
- Offer actionable insights that help brands refine their messaging and maximize ROI.
Foster Retailer and Brand Partnerships:
- Onboard tenants and brand partners to the media network, offering them new ways to reach high-value audiences and drive traffic to their stores.
- Provide self-service tools for campaign creation, audience selection, and performance tracking.
Continuously Innovate the Shopper Experience:
- Use data-driven insights to personalize offers, enhance loyalty programs, and create immersive in-mall experiences that keep shoppers engaged.
- Experiment with new formats, such as interactive digital displays, event-based activations, and location-based promotions.

Business Impact: New Revenue Streams and Competitive Advantage

New, high-margin revenue streams from digital advertising, supplementing traditional leasing and event income.
Enhanced tenant value proposition, as retailers gain access to targeted marketing tools and actionable shopper insights.
Increased shopper engagement and loyalty through personalized, omnichannel experiences.
Data-driven decision making that informs merchandising, event planning, and tenant mix optimization.

Grocery and general retail leaders have already demonstrated the power of this model. For instance, a major U.S. grocer partnered with Publicis Sapient to build a custom retail media network, resulting in 15x revenue growth, 360° customer insights, and a scalable foundation for future data monetization. These same principles can be tailored to the mall context, where the diversity of tenants and the richness of shopper data create even greater opportunities for innovation.

Integrating Digital and In-Mall Experiences: Best Practices

Seamless Omnichannel Journeys: Ensure that digital and physical touchpoints are connected, allowing shoppers to move fluidly between online discovery and in-mall experiences.
Personalized Content and Offers: Use unified data to deliver relevant promotions, product recommendations, and event invitations—both online and in-mall.
Interactive Digital Signage: Deploy digital screens and kiosks that showcase targeted ads, wayfinding, and real-time offers, enhancing the in-mall experience and providing new inventory for advertisers.
Loyalty and Gamification: Integrate loyalty programs and gamified experiences to incentivize repeat visits and data sharing, deepening shopper engagement.

Why Publicis Sapient?

Publicis Sapient is a recognized leader in digital business transformation for retail, with deep expertise in strategy, technology, data, and experience design. Our proven SPEED methodology—Strategy, Product, Experience, Engineering, and Data & AI—enables us to deliver end-to-end solutions that unlock the full value of retail media networks. We partner with mall operators to:

Define and execute data monetization strategies tailored to their unique assets and audiences.
Build scalable, secure, and privacy-compliant digital platforms.
Integrate advanced analytics and AI for real-time personalization and measurement.
Foster collaborative ecosystems that drive value for property owners, tenants, and shoppers alike.

The Future of Retail Media in Shopping Centers

As the retail media landscape matures, shopping centers and outlet malls have a once-in-a-generation opportunity to redefine their role in the retail ecosystem. By embracing data-driven media networks, mall operators can transform their properties into dynamic, omnichannel marketplaces that deliver value far beyond physical space. The result: sustainable growth, deeper tenant relationships, and a differentiated position in the market.

Ready to unlock the full potential of your shopping center’s data? Connect with Publicis Sapient to discover how we can help you build, launch, and scale a retail media network that drives measurable business impact—today and into the future.