In-store retail media at the point of sale using digital signage

07.04.2026

Author: Damian Schärli

Purchasing decisions in supermarkets are often made in a matter of seconds. Customers stand in front of the shelf, compare products and make their choice. It is precisely at this moment that in-store retail media comes into its own: messages appear exactly where they can have an immediate impact. 

Digital signage at the point of sale offers significant added value in this regard. In practice, however, it quickly becomes clear that the real challenge does not lie in the hardware, but in its operation. Impact is only achieved when content is delivered reliably, is up to date and is locally relevant. 

A display stand near the shelves has a direct impact on the purchasing decision. For a message to be effective in this environment, it must be tailored to the store, the product range and the current promotion. 

This is precisely what makes in-store screens so attractive for retail media. At the same time, however, this increases the complexity. A premium location alone is not enough. Without the right content, the potential remains untapped.

In many setups, hardware, form factor and rollout are now easily manageable. The challenge begins with content delivery. 

Typical practical hurdles: 

• Manual adjustments for each branch and product range 
• Lengthy cycles involving brand assets and approvals 
• High operational overhead in day-to-day business 

Without the right content, digital signage at the POS cannot demonstrate its full potential. If every campaign is managed operationally as a standalone project, the offering remains usable on an ad hoc basis but is not scalable.

In the Migros context, the vision was clear: shelf displays were to be rolled out in a standardised manner across supermarkets and function as a meaningful channel. 

This requires three things: 

• Roll-out capability: Efficient installation and operation in stores 
• Local relevance: Content tailored to the store, product range and promotions 
• Product logic rather than project logic: An offering that is commercialisable and operable 

It is precisely at this point that a screen becomes a functioning media product. 

In such setups, the solution usually no longer lies in manual creation and distribution, but in a system that automatically processes and delivers content. 

In practice, this means: 

• Interfaces to relevant retail systems 
• Automated content creation 
• Standardised templates across multiple screen formats 

This transforms individual screens into a scalable channel. Content remains brand-compliant whilst being delivered dynamically and with local relevance. 

A successful in-store retail media setup does not start with the ad itself, but with inventory management and clear operating rules. 

Key fundamentals include: 

• What screen locations are available? 
• What content is permitted to run where? 
• What are the priorities for national and local content? 
• Which data sources control availability, promotions and daily highlights? 
• Which templates are approved for which formats? 

This groundwork significantly reduces the effort required later on and lays the foundation for a scalable rollout. 

Whether a setup really works is not revealed during the pilot phase, but in day-to-day operations. What matters most are clear processes, smooth operations and a system that runs reliably across multiple branches. 

The following have proven effective in practice: 

• Standardised installation and deployment processes 
• Clear lines of responsibility between the retail media team, shopfitting and IT 
• Modular templates instead of individual designs 
• A user-friendly CMS for national and local content delivery 
• Monitoring as an integral part of operations 

This is how digital signage evolves from a one-off project into a manageable component of POS communication. 

Content has a particularly strong impact on the shelf when it is tailored to the specific shopping situation. Locally relevant content is therefore not simply additional advertising, but often provides concrete guidance during the purchasing process. 

For example: 

• Current promotion in this branch 
• Suitable bundle 
• Alternative if out of stock 
• New addition to the local range 
• Daily highlight with a direct link to the purchase

This makes communication more helpful, context-relevant and closer to personal needs. Automation is therefore not just a matter of efficiency, but above all a matter of relevance. 

Measurability does not begin with campaign evaluation, but with the actual operation. 

First, it must be clear: 

• Was the content displayed correctly? 
• Was it shown at the right location and during the right time period? 
• Were local rules adhered to? 
• Is the inventory technically available? 
• How quickly can content be gone live? 

This operational measurability forms the basis for any further evaluation. Only on this basis can campaign performance and optimisations be properly assessed. 

The following tasks are essential for a scalable in-store retail media project using digital signage: 

• Define the inventory and rules first 
• Use templates rather than individual graphics 
• Consistently consider interfaces 
• Treat local relevance as a must 
• Plan operations and monitoring as part of the product 

This is how a good space is transformed into an effective channel.