The Theatrical Approach to Retail Spaces

A unique approach to the retail environment treats it like a theater, where the shopper becomes the audience, engaged through sight, sound, and other sensory experiences. The goal is to create a journey that is not only entertaining and educational but also value-driven. Every touchpoint—whether visual, auditory, or informational—should offer meaningful engagement.

Retailers are often focused on operational necessities such as inventory management and logistics, which can push retail media to the background. This shift in focus presents a significant opportunity. When events are implemented effectively—through floor displays, vestibule promotions, product sampling, or audiovisual content on in-store screens—they can deliver measurable impact.

Success can be evaluated in various ways. Sales comparisons—year-over-year or between participating and non-participating locations—offer clear financial metrics. Additionally, consumer surveys can assess shifts in brand recognition and affinity following in-store promotions.

Samsung Retail Media exhibit at CES 2025, Las Vegas

Looking ahead, there is growing interest in enabling shoppers to engage with information on their own terms—for example, using mobile devices to scan displays and access content post-visit, allowing them to explore further without interrupting their in-store experience.

Retailers are encouraged to apply best practices consistently across all locations, creating a cohesive and predictable shopper experience. By combining traditional trade marketing principles with evolving retail media technologies, brands have a unique opportunity to engage shoppers on a more personalized level—an opportunity that remains largely untapped.