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The In-Store Retail Media Framework

Every essay in this Journal builds on a small set of recurring concepts. This page introduces that framework and serves as the entry point to the entire Journal.

In-Store Retail Media is more than advertising inside a physical store. It's a commercial intelligence layer that helps retailers and brands make better decisions at the point of purchase.

This is the language the Journal uses to explain it. Every concept links to the essay where it's developed in full.

The Core Concepts

Context Intelligence — Understanding what context and conditions surround the purchase decision, not who the individual shopper is.

Decision Intelligence — The application of retail media data to improve commercial decisions across merchandising, category management, trade marketing and revenue growth management.

The Last Metre — Where intent, product availability, and purchase proximity converge.

"The Intelligence Moves. The Data Stays." — The intelligence goes to the data, not the other way around. POS stays inside the retailer's systems.

Commercial Outcomes

Observed Sales — What sells. The easiest number to get, and the one that proves the least.

Attributed Sales — Sales linked to a specific exposure, matched between cohorts and POS data.

Incremental Sales — The only number that should matter to a CFO: the real difference an exposure creates, measured against a control group.

Every new essay published in this Journal expands one part of this framework. If you're starting here, the concepts above are the best place to begin.