As part of SMG’s six-part video series with Beet.TV, Putting the Store at the Core of the Commerce Media Ecosystem, we’re spotlighting the innovators helping define what’s next for in-store retail media. In this edition, we hear from Cherian Thomas, Senior Director of Retail Media and DOOH at T-Mobile Advertising Solutions, who shares why the most exciting opportunity in commerce media today also happens to be one of its biggest challenges.
From smart, data-connected screens to omnichannel measurement, Thomas explores how in-store retail media is creating a win–win–win for shoppers, employees, and brands alike, and why solving tough problems today will unlock the next wave of growth for the industry.
Embracing the Challenge
“What excites me most about in-store retail media is really the challenge,” Thomas said. “If it was easy, everybody would do it. What we’re seeing is that these are tough problems — and they’re big problems. If you solve big problems, you reap big rewards.
We haven’t yet reached a point where every retailer has screens inside their stores, but we do think that’s where the puck is going — and we’re excited to lead the charge.”
Screens That Serve Shoppers and Employees
“Screens inside of stores are really there to drive outcomes, and they create a win-win-win for all stakeholders.
First and most important is the customer. This is an intimate part of the customer journey — it’s where you’re making your transaction and purchase decision. We need to make sure that the screens are net-neutral or positive for the customer.
What we’re noticing is that frontline employees are using the screens as kind of a co-pilot. It helps them walk the customer through a product or service. Those are two really important stakeholders, and if you do that right, then it makes sense to connect the endemic brands who want to be front of mind in those last three feet.”
Closing the Loop with Data
“The beauty of in-store screens is that they’re smart. Not only do they have all the tech stack — content management, ad serving, MDMs — that’s table stakes. The most important thing is that they’re connected to SKU-level POS data.
This answers the question every marketer wants to know: did the register ring?
One of the big things about in-store is that it’s driving those outcomes, similar to online retail media networks. But online RMNs have challenges with inventory, and we’re seeing in-store retail media network screens be very complementary.
It’s an omnichannel approach — if people are shopping online, you’re front of mind. If they’re making the transaction in-store, you’re part of that journey as well.”
Measurement That Starts Before the Campaign
“Measurement is the most important thing, and step one is activating the data scientists at T-Mobile.
It starts at the store level: how do we find these lookalike stores to make sure we’ll have statistically significant, non-biased results? It’s really about showing incremental sales lift, and that’s only done by creating the right methodology with the right holdout groups — and setting up the measurement before the campaign ever goes live.”
Lower Barriers, Bigger Possibilities
“We’re just scratching the surface.
If you think about why retailers haven’t had screens in their stores, it’s because it was really hard to do ten years ago. The cost of screens has come down tremendously over the past decade, so financially, this now makes sense.
On top of that, we’ve created a cellular-enabled media player — you plug it right in, and it has all the tech stack you need to spin up an in-store retail media network.
We want to help retailers. We want to leverage our superpowers with their superpowers and help every retail store have screens and enhance the customer journey.”
Final Thoughts
“In-store retail media is just getting started, and it’s not easy work — but that’s what makes it so exciting. ”
