There is a growing trend of retailers bringing media operations in-house. On paper, it makes sense: retailers own the physical environment, the shopper data, and the customer relationship.

However, ownership alone does not guarantee success.

While deploying screens is the first step, the real hurdle is defining, packaging, and communicating value. Many retailers struggle to:

• Quantify performance (reach vs. actual influence)
• Justify pricing and commercial structures
• Gain long-term confidence from brand partners

At Scotwell, we believe successful retail media requires more than just infrastructure. It needs a strategic ecosystem supported by measurable insights and a credible commercial model that brands can actually trust.

The conversation is shifting: It’s no longer just about managing the channel—it’s about proving its worth as a high-performance marketing asset.

What do you believe is the biggest obstacle retailers face when building in-house retail media today?

• Defining value
• Structuring the commercial model
• Gaining advertiser trust

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