How Multinational Retailers Are Winning Big with In-Store Retail Media—Key Lessons from the Frontlines

The world of retail media is shifting. Fast.

And while online channels still dominate headlines, in-store retail media is quietly becoming the new power player.

According to Doohlabs’ April 2025 newsletter, the next wave of retail media growth is happening right under your nose—inside stores, on digital displays, and through smartly targeted messaging that connects with shoppers in real time.

So, what does it take for a multinational retailer to get it right?

Here’s what Doohlabs has learned by working directly with some of the world’s largest retailers.

1. Complexity is Real—but So is the Opportunity

Managing a retail media network across hundreds of stores, languages, product lines, and stakeholders is no easy task. But retailers who simplify the back end using platforms like Doohlabs can turn that complexity into agility.

Example:

A European retail group operating in 8 countries unified its in-store signage under one CMS using Doohlabs. The result?

  • Faster campaign launches
  • Centralized control with localized customization
  • Consistent brand messaging across borders

2. In-Store Screens Aren’t Just Billboards Anymore

Doohlabs makes it clear—these screens are audience assets, not decor.

Instead of playing generic content, retailers can now:

  • Display dynamic promotions based on time of day, location, or shopper profile
  • Sync with product inventory to avoid promoting out-of-stock items
  • Offer programmatic ad placements to external brands

This means monetization. At scale.

3. Shopper Marketers and Media Teams Must Collaborate

Retail media isn’t just about marketing anymore—it’s a revenue-generating business unit.

Doohlabs helps bridge the gap between trade marketing, shopper insights, and media sales teams. By using a single platform, everyone works off the same data, scheduling tools, and KPIs.

4. Brand-Building Matters—Not Just Conversions

A powerful point raised in the newsletter: not all retail media needs to shout “buy now.”

Retailers are now using in-store media to build brand stories, spotlight sustainability efforts, and create emotional connection—especially when shoppers are in “decision mode.”

5. Start Small, Scale Fast

One of Doohlabs’ biggest learnings? Retailers often overthink before they begin.

The smartest ones:

  • Start with a few screens or regions
  • Prove ROI
  • Then scale with confidence

With tools like Doohlabs’ In-Store IMPACT platform, retailers don’t have to rebuild their tech stack—they just plug in, go live, and grow.

Key Takeaways for Malaysian Retailers

  • Digital signage is no longer optional—it’s a revenue stream
  • Centralized CMS + automated scheduling = fewer headaches
  • Targeted content builds both sales and brand equity
  • Partnering with platforms like Doohlabs helps you stay agile in a very loud market

Retail media is no longer “emerging.” It’s here.

And platforms like Doohlabs are showing the rest of us how to manage the complexity—and turn it into real opportunity.

Ready to see how this works in a Malaysian context?

Reach out to us at www.scotwell.com/retail-media or explore the platform at www.doohlabs.com