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3 best-in-class examples of in-store retail media & what makes them so great

Retail media is often mistakenly classified as a digital-only enterprise. However, Threefold’s retail media experts have been debunking these myths for years. With over 15 years of expertise in retail media, we’ve witnessed its evolution from humble beginnings, such as a simple piece of cardboard in-store, to a fully-fledged omnichannel offering that spans in-store, online, and off-site media.

Successful retail media leverages retailers’ robust data to enable brands to reach consumers whenever, wherever and however they purchase.

As retail media evolves, integrating in-store, off-site and online elements will be crucial in creating cohesive and compelling brand experiences. By leveraging these strategies, brands can connect with their customers on multiple levels, ensuring their message resonates and drives long-term success.
Ella Rice is a Client Manager at Threefold.

We at Threefold advocate for this comprehensive omnichannel approach as a key driver of retail media network success, but we also recognize the importance of individual channels to reaching particular campaign objectives. While e-commerce has seen impressive growth, more than 80% of retail transactions still occur in-store, so it’s key for retailers to evaluate and make available physical assets in, around and outside the store when developing a robust retail media offering.

We’ve been activating in-store campaigns for Threefold’s retail media partners for more than a decade, but we’ve been increasingly excited by new technologies that have pushed in-store media to the next level.

Here are some of our most loved in-store campaigns from the past year and what made them stand out:

Boots Media Group: Fenty Beauty

Fenty challenged our Boots Media Group team to deliver a campaign to find the next faces of Fenty Beauty and match the UK with its diverse range of foundation shades.

Threefold’s experts at BMG executed an exceptional omnichannel campaign with an emphasis on experiential elements to bring the brand’s purpose and story to life for the public. That focus on experiential exemplifies our view of the next era of retail media, as recently explained by our CEO Sam Knights at Retail Media Summit.

Campaign Highlights:

  • Full experiential roadshow with a bespoke airstream and Boots Beauty Live space

  • Extensive social media and PR coverage, including a massive influencer campaign and Boots' organic exposure

  • Unmissable coverage across, the Boots app, and email

  • In-store media takeovers and digital screen coverage in key flagship Boots stores

  • Geo-targeted out-of-home (OOH) and taxi media across key roadshow cities

The campaign emphasized experiential marketing with the Fenty Airstream touring UK cities, offering color-matching services and searching for the next face of Fenty Beauty. While experiential marketing may have a high cost per activation, it ranks in the top 10 touchpoints for dollar sales uplift per store at an SKU level and the top 2 at a brand level. Despite an upfront investment, unique and robust customer experiences can drive substantial sales and lasting positive impacts on brand performance.

Morrisons Media Group: PepsiMax

This year, Pepsi launched the ‘Pepsi Titan,’ touted as the biggest rebrand of our generation. With such a high-profile rebrand, Pepsi needed a show-stopping in-store activation to create an unforgettable launch for consumers. Enter Morrisons Media Group.

Campaign Highlights:

  • The UK’s first-ever soft drinks category store wrap in a Morrison’s store was a highly impactful way to communicate a large-scale brand message and tie in with above-the-line media activations.

  • In-store media throughout the shopper journey, including end-cap displays, floor decals and aisle fins on the shelf.

Pepsi and the MMG team created a true show-stopper with this campaign. This new, entire front-of-store wrap touchpoint is jaw-dropping. There was no way for a shopper to enter the Morrisons store without seeing Pepsi’s new product. Then, they were reminded of the product through various touchpoints inside the store.

Pepsi's activation at Morrisons represents a brilliant example to brands requiring a standout moment to capture attention at the shopper’s point of purchase.

Co-op Media Network: Ben & Jerry's

In 2023, Co-op collaborated with Ben & Jerry’s to launch its new (and exclusive) Sunny Honey Home ice cream flavor.

Campaign Highlights:

  • Omnichannel campaign with large store takeovers, eye-catching window vinyls, bespoke aisle-length floor stickers and roadshows

  • Extension to online via Deliveroo (delivery app) with a retailer tile takeover, online coupon, and cross-platform activation for the first time

The campaign stood out with consistent messaging across all platforms. Although it extended beyond the store via a true omnichannel approach, it exemplified best-in-class creative consistency across the entire path to purchase. The messaging was clear and adaptable across various touchpoints, from concise mission statements on Deliveroo to more flexible window stickers that featured key visuals, messaging and branding.

These examples illustrate the significant impact of in-store retail media campaigns when executed thoughtfully and creatively. From immersive experiential roadshows to innovative store wraps and consistent omnichannel messaging, these campaigns demonstrate how blending traditional in-store strategies with modern digital touchpoints can enhance customer engagement and drive substantial sales growth.

As retail media continues to evolve, integrating in-store, off-site and online elements will be crucial in creating cohesive and compelling brand experiences. By leveraging these strategies, brands can connect with their customers on multiple levels, ensuring their message resonates and drives long-term success.

About Ella Rice

Ella Rice is a client manager in the Threefold North America team, where she supports CPGs in planning, building and measuring retailer campaigns. Prior to her role at Threefold, Ella spent three years on the Plan-Apps team within SMG, supporting CPGs with insights on campaign performance and building consultancies that leveraged Plan-Apps data. Ella previously worked as an account manager for a digital marketing agency. Want to chat about how Threefold can supercharge your retail media strategy? You can reach her at

About Threefold

Founded in 2008, Threefold is the world's leading Retail Media Network (RMN) specialist, headquartered in both New York and London. As part of the SMG agency network, which employs nearly 400 retail media experts, Threefold's primary mission is to unlock incremental brand and supplier budgets, curate media campaigns that supercharge sales and elevate its retail partners into top-tier omnichannel media owners, spanning in-store, off-site and online.

Threefold's services include the leading Retail Media Operating System Plan-Apps, consultancy and a white-label in-house solution that has seen the agency build, run and operate over 10 Retail Media Networks to date. In the UK, Threefold runs and operates Walgreens' Boots Media Group, ASDA’s LS Eleven Media Services, Co-op Media Network, Morrisons Media Group and retail media for The Very Group.


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