How to Launch an In-Store Retail Media Campaign

An in-store retail media campaign should not begin with a screen count or a print deadline. It should begin with a retail problem: shoppers are not noticing a product, they do not understand the range, they need confidence before buying, or the brand needs a measurable way to support a launch in store. Once that problem is clear, the media plan becomes easier to build.

Practical example

For example, a consumer electronics brand launching a new audio range could use product-level QR codes for personal exploration, a touchscreen for comparison at the fixture and a retailer PDP link as the final step. The launch report would then show which models attracted interest, which content modules were used and where shoppers continued the journey.

Implementation note

For developer hand-off, confirm the page objective, content modules, approved links, tracking events and ownership of future updates before the page is built.

Step-by-step guide

Define the commercial moment

Decide whether the campaign is about launch awareness, product education, comparison, promotion, range navigation or retailer PDP traffic. This stops the campaign becoming a general content dump.

Choose the shopper action

Every MyPlayer journey should ask for an action: scan, tap, compare, answer, browse, select or continue to a retailer journey. Passive exposure can support the campaign, but action gives the report meaning.

Build the content around the store context

A shopper standing in an aisle needs faster content than someone reading a website. Prioritise short modules, product proof, visual comparison and a clear next step.

Measure before and after launch

Agree the core KPIs before the creative is approved: sessions, scans, product views, content engagement, finder completions, store differences and onward clicks.

Common mistake to avoid

Do not treat the retail campaign as a smaller version of an online campaign. The shopper has different time, different context and different intent in the store.

What to measure

Track sessions, scan rate, module engagement, product interest, dwell time, onward clicks and store-level variation.