Episode Details

Today I’m sharing highlights from a recent LinkedIn Live I hosted with Paul Brenner from In-Store Marketplace and Michelle Dooley from Catalyst Media Consulting. We dug into one of the most pressing challenges in retail media today: how we measure in-store performance, and whether the industry is actually optimizing for the wrong outcomes.

We explored their new research report that proposes a shift away from overly narrow metrics like one-to-one attribution and toward a more meaningful standard: shopper purchase rate. The conversation unpacks why current scorecards are falling short, how in-store media is being misunderstood across stakeholders, and what a more unified, product-movement-driven measurement system could look like.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – I introduce the core problem: whether we’re measuring in-store retail media the right way
[01:04] – Paul Brenner breaks down the gap between RMN tech expectations and real-world retail execution challenges
[02:39] – Michelle Dooley explains how “in-store” means very different things across brands, retailers, and RMNs
[03:45] – Key research insights: in-store is broader than digital, and product movement is the dominant success metric
[06:46] – Introduction of “shopper purchase rate” and why it’s emerging as a better measurement framework
[09:00] – Why shopper purchase rate could unify RMNs and merchants around a shared scorecard and shift focus back to in-store effectiveness

Links & Resources

• Full webinar replay: In-Store Retail Media: Are We Measuring the Wrong Things? [New Research]
• Download the report: In-Store Media Has a Measurement Problem – Just Not the One You Think
• In-Store Marketplace (ISM)
• Catalyst Media
• Follow Paul Brenner, SVP, Global Retail Media and Partnerships @ In-Store Marketplace (ISM), on LinkedIn
• Follow Michelle Dooley, Expert Advisor @ Catalyst Media, on LinkedIn
• Read my related articles:
  • In-Store Retail Media Evolved Differently in Europe. Here's Why.
  • Who's Signing the Check For Experiential In-Store Media?
  • Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did It
• I am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn