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Trip Report: Retail & Commerce Media Activations in Poland

Trip Report: Retail & Commerce Media Activations in Poland

Published 1 week, 6 days ago
Description

I recently spent a week in Poland on a family trip, and while I didn't have nearly as much time for retail media recon as I would have liked, I came away with a few observations that I found genuinely fascinating. From the country's enormous network of parcel lockers being turned into advertising surfaces, to the surprising density of Żabka convenience stores, there is a lot happening in Polish retail and commerce media.

In this episode, I walk through four things that caught my attention on the ground: the emergence of parcel lockers as an out-of-home media network, what I observed about connected TV and retail destinations, Żabka's rapidly expanding in-store digital network, and Rossmann's huge footprint of digital screens. I also dig into how differences in privacy regulation between Europe and the US can shape the media opportunities available to retailers and advertisers.


This episode is sponsored by GrowthLoop

Timeline

[01:24] - Discovering Poland's extraordinary network of 73,000 parcel lockers

[03:00] - How parcel lockers accidentally became a new out-of-home advertising surface

[04:09] - Seeing P&G CTV ads with Polish retail destinations like Allegro and Media Expert

[06:01] - How GDPR and US privacy regulations create different retail media dynamics

[08:01] - Why Żabka has more than 13,000 stores — and what I noticed about its growing in-store media network

[10:00] - Exploring Żabka's digital screens and the early stages of its third-party advertising business

[11:26] - Rossmann's 6,000 screens and its move toward programmatic in-store media


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