“We firmly believe that omnichannel Retail Media will be an essential component in the marketing strategies of retailers and brands in the coming years.”
Omnichannel Retail Media is gaining traction as the most efficient strategy to connect with shoppers in a personalized manner, tailored to their behaviors and preferences. This strategy not only enhances the shopping experience but also drives sales and brand visibility, providing retailers with additional revenue.
For over 25 years, at in-Store Media, we have helped brands connect with shoppers throughout their entire purchasing journey, positioning ourselves as leaders in Retail Media across 8 countries. We collaborate with more than 70 retailers and 1,600 advertisers, allowing us to deliver measurable and effective impact.
In this blog article, we share an interview with Fernando de Vicente, our CEO since July 2023, conducted by the Sector Ejecutivo magazine, where he discusses our vision and the future of Retail Media. With extensive experience in various international markets and deep knowledge of the Retail-FMCG sector, Fernando leads our mission to integrate solutions that strengthen relationships between retailers and brands, improving the shopper experience on a global scale.
Fernando de Vicente, CEO in-Store Media
One year ago, you became the CEO of in-Store Media. What are your main objectives and challenges?
I lead a company that is already a global leader in its sector, so one of my main goals is to keep us at the forefront of innovation in a rapidly evolving industry. We were pioneers in defining the point of sale as a communication solution between brands and shoppers; now, the challenge is to continue evolving the point of sale through the integration of multiple channels, incorporating the challenges of the digital age and constant changes in shopper behavior.
With this goal, we want to continue solidifying our leadership in the markets where we are present, while also opening new opportunities that strengthen our relationships with retailers and advertisers, helping them maximize their return on investment and improve the shopping experience for their customers.
What will be your growth strategy in the coming years, and how do you plan to approach it?
In a dynamic landscape where shopper preferences are changing, our growth strategy is aimed at steering the evolution of our business towards sustainability, innovation, and digitalization.
To achieve this, we are committed to adopting a holistic and omnichannel vision of Retail Media: we support advertisers and retailers in this transition toward omnichannel by creating circuits supported by new technologies. By integrating digital platforms and physical stores, we maximize brand impact and take full advantage of the entire sales ecosystem, resulting in a more personalized and consistent experience across channels.
in-Store Media is present in 8 countries. Are you still betting on an international expansion strategy?
Yes, without a doubt. The international business volume of in-Store Media already exceeds 69% of the total. We are present in 8 countries: Spain, France, Portugal, Poland, Mexico, Argentina, Chile, and the Philippines, and our goal is to continue growing by opening a new country each year. Our extensive international experience prepares us to adapt to different markets and cultures; for this reason, we are confident that we can continue expanding into new countries in the coming years and strengthen our global presence, driving the success of our clients and the visibility of brands worldwide.
How has Retail Media evolved in recent years, and what role has in-Store Media played in this evolution?
Retail Media has undergone a significant transformation in recent years, driven by new shopping habits (the growing importance of e-commerce) and a greater understanding of the shopper through data.
At in-Store Media, we have led this evolution by integrating innovative technologies that allow us to implement omnichannel solutions that enhance the shopping experience and provide tangible added value to our partners, becoming a key partner thanks to our 25 years of experience in the sector, managing campaigns comprehensively in close collaboration with retailers and brands.
In this process, our data management capability has enabled us to offer personalized and measurable campaigns, strengthening our position as leaders in the sector.
What role does innovation play in in-Store Media’s strategy?
Innovation is at the heart of our strategy. We continuously strive to anticipate market trends and develop solutions that not only meet our clients’ current needs but also exceed them. In this regard, new technologies allow us to gain deep insights into the shopper, resulting in precise segmentation that helps deliver the right information at the right time. Similarly, studies that analyze shopper habits enable us to understand their behavior and develop solutions tailored to their needs. All of this is focused on the digitalization and modernization of the point of sale, which helps improve the customer shopping experience. This constant pursuit of innovation keeps us at the forefront of Retail Media, offering unparalleled value to retailers and advertisers.
What added value does in-Store Media offer to the three key players in the ecosystem: shoppers, retailers, and advertisers?
At in-Store Media, we understand that the key to effective advertising is enhancing the shopper’s experience, so our solutions are designed to be as non-intrusive as possible, integrating naturally into the customer’s shopping journey. We use data to ensure that advertising messages are relevant and useful. Additionally, our omnichannel strategies ensure that this positive experience is consistent across channels, whether the shopper is purchasing in a physical store or online.
For brands and retailers, we offer added value in three ways: by developing communication solutions that enhance their shopping experience and store image; by maximizing the value of point-of-sale advertising through a personalized commercial approach and comprehensive customer service; and finally, by optimizing operations through proprietary systems and tools that allow for 100% transparent reporting for brands and retailers.
What is your vision for the future of in-Store Media and the Retail Media sector in general?
In the coming years, we will continue to lead innovation, the digitalization of the point of sale, and omnichannel efforts. We foresee a future where point-of-sale advertising is fully integrated with shopper behavior and preferences, enabling highly personalized and effective shopping experiences. We want to continue working to help retailers and advertisers not only reach their customers more efficiently but also provide them with real, long-lasting value.
Retail Media has a bright future ahead due to its ability to offer targeted advertising at the point of sale, whether physical or digital. As shopping habits and shopper profiles evolve, retailers and brands are looking for more effective ways to connect with buyers at the critical moment of purchase decision-making. Omnichannel Retail Media has become the most effective formula for communicating with shoppers, driving sales, and enhancing the customer shopping experience.
We firmly believe that Retail Media will be an essential component in future marketing strategies, and we are committed to being pioneers in this field, offering solutions that set and define the industry standard.
Fernando de Vicente’s vision is clear: omnichannel Retail Media is not only a marketing strategy of the future but also of the present. With a strong focus on innovation, digitalization, and personalization, at in-Store Media, we will continue to lead the way, offering solutions that not only transform the shopping experience but also generate tangible value for brands and retailers.
