In a marketing world dominated by digital screens and precision targeting, it’s easy to overlook the power of the physical store. But for Grocery TV CEO Marlow Nickell, the rise of in-store retail media is “inevitable.”
On this episode of AdExchanger’s Inside the Stack, we dig into why 85–90% of transactions still happen in physical retail and what that means for brands, agencies, and retail media networks.
Nickell explains why the in-store environment is becoming a critical part of the broader retail media ecosystem, especially as marketers push for tighter alignment across onsite, offsite, and in-store channels.
We explore how context, placement, and timing influence shopper decisions — from entrance to checkout — and why the store remains both a conversion channel and a discovery channel. Nickell also unpacks the realities of measurement and attribution in a non-addressable environment, emphasizing that precision isn’t the only path to proving performance.
As he says:
“Do you really need that level of granularity — or do you just want to understand how your campaign performed?”
For marketers rethinking their retail media mix, this episode offers a clear look at the opportunities — and the operational shifts — shaping the next era of in-store retail media.
