The Emerging Trend: Retail Media Networks as Omnichannel Command Centers
In the coming year, the conventional boundaries between advertising, commerce and retail operations will blur further. Research shows that retail‑media networks (RMNs) are shifting from simple sponsored listings into full‑fledged omnichannel hubs connecting online, in‑store, mobile and out‑of‑home touchpoints.
This has major implications for the omnichannel ecosystem: brands and retailers will increasingly use these networks not just to drive product listings, but to orchestrate personalized journeys, leverage first‑party data across channels, measure incrementality and optimize media spend in real time.
Why It Matters for Omnichannel Retail in 2026
- Unified measurement and channel influence: Brands want to answer: which touchpoints drove the sale, the store visit, the loyalty registration? RMNs are evolving to deliver that integrated insight.
- Data leadership and first‑party intensity: With third‑party cookies fading, retailers are sitting on unique transaction, loyalty and in‑store‑behaviour data—which when activated through RMNs becomes a strategic advantage.
- Fulfilment meets media: Advertising will increasingly reference fulfilment states (e.g., “5 stores near you”, “Click‑&‑Collect available”, “Special offer in‑app”) to drive conversions and bridge physical/digital.
- Creative and commerce melding: Expect shoppable video, live commerce, in‑store digital signage tied to ads, CTV ads linking to in‑store offers—making media and retail coalesce.
Actionable Takeaways for Retail & Brand Executives
- Begin treating your RMN (or equivalent platform) as more than a media channel—view it as an operational adjunct to commerce and fulfilment.
- Build the data‑flow architecture now: link loyalty systems, POS, mobile apps, physical‑store visit signals and ad‑serving infrastructure.
- Create measurement frameworks that go beyond clicks—track store visits, CTV‑to‑store conversions, mobile‑app usage, fulfilment pickup, loyalty‑program sign‑ups.
- Coordinate creative and media teams with operations and physical‑store teams so that in‑store offers, app experiences and media messaging are aligned.
- Pilot hybrid‑commerce placements: e.g., an in‑store digital kiosk tied to a social video that triggers a personalised BOPIS offer via push notification.
