Retail Media Networks: The Future of Advertising in UK Retail
In today’s competitive retail landscape, the high street isn’t just about shelves and tills anymore—it’s becoming a powerhouse for data-driven, targeted advertising. Welcome to the era of Retail Media Networks (RMNs): a digital evolution changing how brands connect with consumers right at the point of purchase.
What Is a Retail Media Network?
A Retail Media Network is an advertising platform run by a retailer, allowing brands to display ads across the retailer’s owned digital and physical real estate. Think banner ads on Superdrug’s website, product placements on Tesco’s app, digital screens inside Boots stores, or even audio ads on in-store radio.
But what sets RMNs apart is first-party data. Retailers have a goldmine of insights—purchase history, browsing behaviour, loyalty schemes—that brands can tap into for precise, effective targeting.
Why Now?
In recent years, there’s been a big shift in how companies can track and target consumers online. Third-party cookies—those little bits of code that track you from site to site—are being phased out by major browsers like Chrome, Safari, and Firefox. This means brands can no longer rely on the same detailed tracking data they used for digital advertising.
At the same time, consumer privacy regulations are getting stricter (GDPR in the UK and Europe), making it harder for companies to collect and use personal data without explicit consent.
As a result, brands are now looking for new, privacy-compliant ways to target people effectively—ideally when they’re in a buying mindset.
On the flip side, retailers are also under pressure. They operate on tight profit margins and are constantly looking for new ways to generate income, especially as e-commerce grows and customer habits shift.
Retail Media Networks (RMNs) offer an innovative solution for both sides:
Brands get access to rich, first-party data (data that retailers collect directly from their customers) to run highly targeted, relevant ads.
Retailers get to monetise their digital and physical platforms by selling ad space to those brands—unlocking new revenue that doesn’t rely on product sales.
RMNs solve both problems; they allow for targeted marketing and a revenue generator for stores.
It’s no surprise that UK retailers are jumping on board:
- Tesco launched Tesco Media & Insight in partnership with Dunnhumby to help brands run targeted campaigns using Clubcard data.
- Boots Media Group is helping suppliers boost ROI through sponsored search, digital signage and social media campaigns.
- We recently saw Superdrug announcing its retail media network, aiming to help health and beauty brands engage shoppers online and in-store using its customer insights.
Benefits of RMNs
For Brands
- Hyper-targeted advertising based on real shopping behaviours
- Closed-loop reporting that tracks ad spend to actual in-store or online purchases
- Visibility in “buying mindset” environments where customers are ready to act
For Retailers
- Unlock new revenue streams by monetising digital platforms and store assets
- Strengthen relationships with supplier brands
- Enhance the customer experience with more relevant promotions
For Shoppers
- Receive more tailored, helpful recommendations
- Discover new products and offers aligned with their interests
- Enjoy a more seamless, connected retail experience across channels
The In-Store Comeback: Digital Signage & Audio
RMNs aren’t just online. As UK retailers invest in digital signage, kiosk screens, and smart shelf displays, physical stores are becoming powerful advertising spaces too. Even in-store radio is being reimagined—used not just for background music, but for subtle product promotions and brand messages that reach shoppers in real time.
What’s Next for the UK Market?
With big players like Sainsbury’s, Waitrose and B&Q rumoured to be exploring retail media, the UK is poised for a retail advertising boom. As technology evolves and retail spaces become smarter, RMNs could eventually rival the likes of Google and Meta in terms of targeted ad performance—but with far more purchase intent.
Final Thoughts
Retail Media Networks are no longer a US-only trend—they’re becoming vital to the UK retail strategy. For brands, they offer unmatched proximity to the purchase decision. For retailers, they turn data into dollars. And for shoppers, they provide a smoother, smarter way to shop.
Brands, it’s time to think beyond product placement—think like media strategists.
Retailers, you’re not just selling stock—you’re sitting on one of the most powerful advertising platforms out there: your audience.
Whether you’re a brand looking to reach shoppers with precision or a retailer ready to unlock new revenue, Retail Media Networks are the opportunity you can’t afford to miss. Get in touch to see how we can assist!