Most retailers in Malaysia already have screens in-store.

Most retailers in Malaysia already have screens in-store.
And for years, that was enough.

  • A basic signage system.  
  • Manual scheduling.  
  • Spreadsheets to track campaigns.  
  • Relationship-based sales.

At Malaysia’s current retail media scale, many networks can still operate this way.

But the challenge starts when retailers want to scale.

  • More advertisers.  
  • More stores.  
  • More audience targeting.  
  • More reporting expectations.  
  • More pressure to prove ROI.

That’s where the old operating model quietly starts to break down. Because retail media is no longer just about “running content on screens.” It’s becoming a real media business. And brands today expect more than visibility:

  • audience-based targeting  
  • campaign measurement  
  • structured inventory  
  • proof of delivery  
  • operational transparency  

The reality is that many retailers don’t struggle because they lack screens. They struggle because their retail media operations were originally built for store communications, not media monetization. In Malaysia, spreadsheets may still work today. But once networks grow, operational complexity multiplies very quickly. What works for 20 screens becomes very different at 200… and completely different at 2,000.

This is why the conversation around retail media is shifting: from simply deploying screens to building scalable media infrastructure behind them. At Scotwell, together with retail media technology partner Doohlabs, we believe the next phase of retail media growth in Malaysia will belong to retailers who can operationalize their networks like real media businesses, not just signage systems.

Read the original Doohlabs article here:  

https://www.doohlabs.com/post/your-retail-media-inventory-is-not-a-spreadsheet 

#RetailMedia #DOOH #DigitalSignage #MalaysiaRetail #RetailTechnology #Scotwell #Doohlabs #InStoreMedia #RetailInnovation #RetailTransformation