<p align="center" style="text-align:center;"><em>As food retailers and suppliers experiment with retail media and create omnichannel shopping experiences, learn about the path forward and resources to support.</em><br /></p><p>By: Doug Baker, Vice President, Industry Relations, FMI</p><img src="https://www.fmi.org/images/default-source/blog-images/yellow-carts.tmb-large-350-.jpg?Culture=en&sfvrsn=8ab78a5a_1" style="float:right;margin:10px;" class="-align-right" alt="Bright yellow background with three small grocery carts going vertically down one side of the space. " sf-size="100" /><p>Retail media has evolved from an emerging opportunity to an essential growth engine for food retailers and supplier partners. Over the past few years, we’ve explored its rise across onsite, offsite and social channels. Now, the next frontier is unfolding right where many grocery transactions still happen: inside the store.<br /></p><p>According to FMI’s <a href="https://www.fmi.org/forms/store/ProductFormPublic/the-state-technology-2025"><em>The State of Technology 2025</em></a> report, 86% of retailers are experimenting with in-store technologies to improve efficiency, enhance customer experiences and fuel ecommerce strategies. In-store retail media spending is projected to triple by 2027, demonstrating just how quickly this space is scaling. But the opportunity goes beyond new revenue streams. In-store activation represents a critical step in building a truly omnichannel retail media network (RMN), one that links shelves to screens, connects loyalty data across platforms and delivers measurable, closed-loop results. The goal isn’t just monetization; it’s transformation.<br /></p><p>At the same time, according to an article by <a href="https://www.modernretail.co/marketing/the-easy-dollars-are-gone-retail-media-faces-new-tests-as-it-nears-maturity/?utm_campaign=mrdis&utm_medium=email&utm_source=mrdaily&utm_content=090925"><em>Modern Retail,</em></a> the “easy dollars” are gone. With more than 200 RMNs in the market, growth has become harder to sustain, and advertisers are demanding more proof of value. Incrementality, lift and return on marketing objectives (ROMO) are the metrics that matter most. Differentiation is no longer optional: retailers that extend into in-store, expand into audio or CTV, and leverage first-party data to power personalization are the ones that will thrive in this next phase.<br /></p><p>FMI plays a pivotal role in helping our members navigate the journey from experimentation to integration. Whether it’s making sense of AI-driven personalization, aligning stakeholders across the enterprise or preparing for cross-retailer collaboration, FMI provides the insights and convening power to guide this transformation.<br /></p><p>The path forward is clear: </p><ul><li>Invest in readiness.</li><li>Connect in-store and digital strategies.</li><li>Treat retail media as a long-term growth engine. <br /></li></ul><p>Retailers who make these moves today will be the ones shaping the future of food retail tomorrow.<br /></p><h5>Join the Conversation</h5><p>FMI brings these insights to life this fall:</p><ul type="disc"><li data-list="1" data-level="1"><strong>October 7</strong> – Don’t miss our third webinar on scaling retail media strategies. Participants will receive a free copy of the <em>Mastering Retail Media: Stages 5–6 Playbook</em>, a practical guide to in-store activation and enterprise growth. <a href="https://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=DBC94300000001">Register today to join the conversation</a>.</li><li data-list="1" data-level="1"><strong>June 2–4, 2026</strong> – Experience the next wave of innovation at <a href="https://www.fmi.org/grocerylab" target="_new"><strong>GroceryLab in Detroit</strong></a>, FMI’s new forum for co-creating the future of grocery technology. <a href="https://www.fmi.org/grocerylab" target="_new"><strong>Learn more about GroceryLab.</strong></a></li></ul>
[#item_full_content]
