Forum Retail 2025

Retail media transformation reshaping the physical store

Retail media transformation is moving quickly, and Forum Retail 2025 highlighted just how rapidly this shift is redefining the industry. The event, hosted at Superstudio Più in Milan, brought together retailers, brands and technology providers for two intense days of discussion. The atmosphere was dynamic and forward-looking, showing how physical stores are entering a new phase driven by data, content and innovation.

A growing market with clear momentum

The rise of retail media dominated many conversations. Globally, the sector has surpassed 17 billion euros and is expanding with a projected 21% CAGR between 2025 and 2028 . In Italy, the market is also accelerating. It is expected to reach 640 million euros in 2025, growing by 27% compared to the previous year. These figures confirm a clear trend: Retail Media is becoming central to modern retail strategies.

Why the store becomes a media channel

Retailers are now recognising that their physical spaces hold significant media value. As a result, the store is evolving into a true media ecosystem. This shift is happening because digital signage networks, data integrations and content platforms can now work together more effectively than ever. Retailers that adopt these tools can monetise their assets, attract advertisers and improve the shopping journey at the same time.

However, this evolution requires a solid infrastructure. It’s necessary to combine screens, analytics, CRM data, an advanced CMS and a structured sales organisation to support a full media offering . When these elements operate in harmony, the store becomes a channel capable of delivering targeted and measurable campaigns.

Insights from the Forum Retail 2025 stage

During the event, our  CEO Gianluca Pasquali shared a practical view of this transformation. His presentation explained how retailers can turn their networks into valuable assets by combining technology with customer understanding. Moreover, he showed how retailers are increasing targeting precision through national, regional and local configurations. This high level of granularity is possible thanks to strong digital infrastructures and integrated CMS platforms .

He also highlighted how customer experience plays a crucial role. When stores create relevant and engaging experiences, attention naturally increases. Consequently, the media inventory becomes more valuable for advertisers.

A customer-centred future for retail media

Retail media transformation places the customer at the centre of every decision. Better content leads to better engagement, which then increases campaign performance. Data supports this process by enabling audience segmentation and by providing clear metrics to evaluate ROI. In this context, digital signage becomes a key enabler. It connects hardware, software and insights to transform every location into a measurable and dynamic touchpoint .

A new era for physical retail

Forum Retail 2025 made one thing clear: the physical store is no longer only a place to buy products. Instead, it is becoming a strategic intersection of commerce, communication and technology. Retailers that embrace this shift will gain new ways to create value, while brands will benefit from targeted and impactful visibility. Ultimately, retail media transformation is opening the door to a future where stores act as powerful media environments shaped by data and creativity.