A week has passed since CSP's Retail Media Network Forum in Dallas, but experts in the retail media world are continuing the conversation.
While retail media networks are nothing new, the c-store industry is in the early days of figuring out how to maximize the opportunity in this burgeoning technology.
We caught up with some of the biggest names in convenience stores to get their takeaways from the show.
Curtis Dukes, director of digital solutions and integration at Sunshine Electronic Display Corporation, is no stranger to retail media networks, but he said the industry still has a long way to go.
He likened the c-store industry’s approach on retail media networks to the early days of the mp3 player before the iPod came along and dominated the space in 2001.
“Apple wasn’t the first company with an mp3 player; everyone had a different variation and platform, but the objective was the same,” he said. “There were 100 different platforms and 100 different hardware types, but there was no consistent platform to find and share your music.”
Apple watched, waited and ultimately revolutionized, Dukes said. He sees the same trend now in retail media networks, adding that c-stores are “still in the mid-mp3 days.”
“There are a lot of options out there, but no one has perfected it yet,” he said, adding, “We’re going to have to uninvent some areas and break some areas to effectively target the area [of retail media networks].”
The discussion also continued online and from industry leaders who said the forum helped connect them with industry experts and others in the field.
“It’s great to be a part of this growing community that is enabling the education at all levels to support our industry and help increase our competitiveness and value across the board,” Sarah Kindland, a loyalty specialist with Chevron, said in an email to CSP Daily News.
Kindland served as a forum’s steering committee and noted that she also learned a lot as a participant. “It was such a great group of people willing to share and educate others—such an amazing experience,” she said.
The conversation also continued online, where attendees gave their takes on the fledgling RMN industry.
“After an intense four days at the CSP Daily News's RMN-Forum, one clear message stands out: retailers are navigating their RMN journeys at many different stages. No matter where you are on this path, you’re likely closer to your destination than you realize,” said Brian Nelson, president and founding partner at Shep Digital Solutions, in a LinkedIn post.
Nelson, whose company served as a sponsor of the forum, advised “assessing your assets.”
“What tools and infrastructure do you already have? Are any of your stores equipped with pump screens, menu boards, in-store radio, digital signage over your fountain station or cold vault?” he wrote on the social media platform.
Nelson went further, encouraging c-store leaders to define their goals and take action.
“Are you aiming to attract retail media advertising revenue, increase incremental in-store sales, boost loyalty program adoption, sell more proprietary food, or strengthen your brand identity? If your objectives are a mix, assign priorities or percentages to each—this is the foundation of your RMN roadmap,” Nelson wrote.
Jonathan Franco, head of retail media at Broadsign, also noted on LinkedIn that there is a real momentum in the c-store industry for retail media and the collaborative nature of the event captured that energy.
“Retail media for c-stores is no longer a what if, it’s a what’s next,” he said.
Customer data is the foundation, but without clean, connected data, companies will find it difficult to scale, he wrote.
Franco added the following thoughts:
- Audience building is where monetization starts.
- Ad tech powers precision and performance.
- Inventory is your product. Prioritize what you can control.
- Measurement builds trust and drives reinvestment.
“Let’s just say, the roadmap was clear, actionable, and within reach for any retailer ready to build a high-performing RMN,” he concluded. “Grateful for the conversations, new friends, and momentum shared.”
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