Retail is no longer just about transactions – it’s about influence. As retail media takes center stage in marketing strategies, physical spaces are proving to be more valuable than ever. For shopping centers, mixed-use developments, and hospitality venues, the question isn’t whether you can monetize your spaces, but whether you have the right tools to unlock their true potential. 

At the intersection of Wi-Fi analytics, customer engagement, and omnichannel personalization, operators can now transform every square foot into a media asset that delivers measurable ROI. In fact, the global retail media market is expected to reach $179.5 billion in 2025, accounting for 23% of total digital ad spend . This rapid growth underscores the opportunity to harness physical spaces for long-term profitability. 

The Untapped Potential of Physical Spaces 

E-commerce platforms have long mastered connecting with audiences online. Now, physical properties (such as malls, airports, stadiums and retail venues) are realizing they too can become influential media platforms, using visitor insights to drive engagement and deliver value to brands. 

The advantage of physical spaces is that visitors are already present, and therefore, more likely to engage with tailored experiences. The challenge is identifying ways to use those moments effectively to enhance both visitor experience and marketing efforts. 

Do You Have the Right Tools to Unlock Value? 

To truly harness the potential of retail media, you need the right tools to understand and act on visitor behaviors. Here’s how the right analytics solution can empower you to: 

• Identify key visitor behaviors – such as repeat visits and the areas that draw the most attention. 

• Segment audiences for targeted experiences. 

• Prove the impact of marketing campaigns with measurable results. 

Without actionable insights, it becomes difficult to maximize the value of your spaces or communicate that value effectively to partners. Retail media now accounts for 28% of total media spending, up from just 10% in 2019, signaling its growing role in advertising strategies. 

Communication: Make It Continuous 

Retail media doesn’t stop with a single campaign – it’s about creating an ongoing relationship. To make your retail media strategy sustainable, focus on: 

• Continuous engagement: Keeping communication open with both visitors and brand partners. 

• Transparency: Sharing performance data with advertisers to build trust and show the impact of campaigns. 

• Omnichannel alignment: Connecting on-site engagement with digital platforms, creating a seamless experience for visitors and advertisers alike. 

By turning your physical space into an always-on platform, you can keep visitors engaged and drive consistent value for brands. 

Bridging the Gap Between Physical and Digital 

While e-commerce has proven its ability to reach audiences online, physical spaces offer something unique – context and immediacy. 

A shopper browsing a store or walking through a mall is experiencing an environment that’s curated and intentional. This context is something online platforms simply can’t replicate. By activating key areas in your property, you can: 

• Build direct connections between in-store and online experiences, creating a unified customer journey. 

• Offer brands unique opportunities to reach an audience that’s already engaged and ready to act. 

By turning your physical space into an always-on platform, you can keep visitors engaged and drive consistent value for brands. In-store retail media spending alone is expected to increase by 47% in 2025, surpassing $1 billion by 2028. 

Other Considerations for a Retail Media Strategy 

• Privacy First: Build trust by respecting visitor privacy while enhancing their experience. 

• Scalability: Ensure that your solution can grow with your property portfolio, whether it’s a single mall or a global network. 

• Seamless Integration: Your solution should work well with your existing CRM, loyalty systems, and marketing platforms. 

• Strong Partnerships: Work closely with brands and agencies to create impactful campaigns and experiences. 

Retail media is changing how physical spaces are valued, turning them into more than just locations people pass through. By understanding visitor behavior, maintaining ongoing engagement, and thoughtfully connecting experiences on-site and online, operators can maximize the impact of their spaces and the experiences they offer.

How effectively are you using your spaces to create meaningful connections?