In today’s retail world, partnering with a top retail marketing agency can be the difference between being invisible and being seen. As consumer shopping habits evolve across digital and physical environments, retail media has become a powerful channel for brands to connect with their target audience at the moment of highest purchase intent.

A retail media agency brings the expertise to help businesses navigate this complex world, develop marketing strategies and drive sales and growth. Whether you want to boost your digital marketing, in-store sales or create brand experiences, the right agency has the strategic insights and executional capabilities to get you there.

This article explores the top strategies agencies like Booscala use to help their clients increase visibility, engage consumers and drive sales in today’s competitive market.

What is Retail Media

The retail media landscape has changed dramatically in recent years, creating new opportunities for brands to connect with consumers at their moment of highest purchase intent. A top retail marketing agency can help businesses navigate this complex world and increase their online visibility through partnerships with major retailers.

Retail media networks provide a way for retailers to monetize their digital assets while giving brands access to valuable first-party data. These networks – including Amazon Advertising, Walmart Connect and others operated by major retailers – allow brands to place ads within the shopping environment, whether on websites, apps or in-store digital displays.

By using retail media, businesses can get ahead in several ways:

• Precise audience targeting: Using retailer’s first-party shopper data to reach consumers based on actual purchase behavior

• Closed-loop measurement: Connecting ad impressions to sales outcomes

• Point-of-purchase influence: Engaging consumers when they’re making buying decisions

• Omnichannel integration: Coordinating digital ads with in-store experiences

• Retail readiness: Optimizing listings and visuals for discoverability and conversion on digital shelves.

• Retail activation: Turning strategy into real-time engagement through promotions, displays, and digital touchpoints.

• Shopper passion alignment: Creating campaigns that emotionally connect with high-intent buyers.

A retail marketing agency has the expertise to develop marketing strategies that drive engagement and conversion across these channels. With deep knowledge of retail media networks and shopper marketing principles, these agencies help brands optimize their paid media spend.

The expertise of the right agency gives businesses a big competitive advantage. In a crowded digital landscape, this specialized knowledge can be the difference between a campaign that drives big sales and one that flops.

Why Work with a Retail Media Partner

Working with a retail media specialist gives businesses specialized expertise and strategic insights that can turbocharge sales and give you a competitive edge. As retail media gets more complex – with multiple networks, formats and measurement approaches – the value of agency partners grows.

A retail-focused media agency can give you:

Strategic Expertise and Insights

One of the biggest benefits of working with a specialist agency is access to strategic insights that drive business results. These agencies track industry trends, platform changes and performance benchmarks across multiple clients and fine tune approaches for maximum performance.

The right agency translates raw data into actionable insights that inform not just marketing tactics but broader business strategy. This might include identifying untapped consumer segments, recognizing emerging shopper behaviors or spotting opportunities for product innovation based on retail data.

Marketing Strategy Development

They can help you develop a marketing strategy that includes multiple complementary elements:

• Digital marketing: Coordinating search, display and video across retail platforms

• Social media marketing: Integrating retail media with broader social strategies

• Retail advertising: Optimizing product listings and sponsored placements

• Content creation: Developing creative that drives consumer engagement

This holistic approach ensures consistency across channels and maximizes the impact of your marketing budget. Rather than treating retail media as a standalone tactic, top agencies integrate it into broader marketing strategies that support your business goals.

In-Store Sales and Experiential Support

Beyond digital touchpoints, a retail marketing agency can provide valuable support for in-store sales initiatives. This might include:

• Developing in-store activation strategies

• Creating point-of-purchase materials

• Training sales teams on product positioning

• Designing experiential marketing events

• Measuring the impact of in-store initiatives

As consumers move fluidly between digital and physical shopping environments, the ability to bridge online and offline experiences is increasingly valuable. Experts understand this and help brands create seamless experiences across all touchpoints.

Retail Media Network Navigation

With dozens of retail media networks now available – each with unique specifications, audience targeting and measurement approaches – navigating this landscape requires specialized knowledge. A retail media agency has expertise in:

• Selecting the right retail partners based on audience alignment

• Allocating budget across multiple networks for best results

• Managing technical implementation requirements

• Negotiating with retail partners

• Optimizing campaigns based on platform-specific insightsThis expertise helps businesses avoid costly mistakes and get to market faster with new retail media initiatives.

Measurement and Optimization

Most importantly, a retail marketing agency provides advanced measurement capabilities that connect marketing activity to business outcomes. This includes:

• Setting up attribution models

• Tracking digital engagement and in-store sales

• Ongoing optimization to improve performance

• Transparent reporting on key metrics

• Calculating return on ad spend

These measurement capabilities allow businesses to continually improve their retail media approach and drive sustainable growth over time not just short-term sales spikes.

Experiential Marketing and Brand Growth

Experiential marketing is one of the most powerful ways for retail brands to create emotional connections with consumers and drive both immediate sales and long-term brand growth. In an age of digital overload, creating physical brand experiences can really differentiate your business from competitors.

A retail marketing agency with experiential expertise can help businesses develop strategies that go beyond advertising to create brand moments. These might include:

In-Store Brand Activations

Successful experiential marketing often centres around in-store events that bring brands to life in the retail environment:

• Product demos that showcase unique features

• Pop-up shops within larger retail environments

• Interactive displays that encourage shopper participation

• Sampling programs that drive trial and conversion

• Limited-time installations that create urgency and excitement

These activations turn the store from a distribution point into a destination for brand discovery and engagement. A retail marketing agency can handle everything from concept development to execution to ensure these experiences align with broader brand positioning and marketing objectives.

Strategic Partnerships for Extended Reach

These might include:

• Collaborations between complementary brands

• Retailer-specific exclusive offers

• Influencer partnerships tied to in-store experiences

• Technology integrations that enhance the shopping experience

• Cross-promotional opportunities with related services

These partnerships extend reach, add credibility and create unique value propositions that stand out in the competitive retail landscape. The right agency has established relationships with retailers, technology providers and other potential partners to accelerate development of these valuable collaborations.

Digital and Physical Integration

The most effective experiential marketing strategies don’t exist in isolation – they integrate with digital touchpoints to create cohesive customer journeys. A retail marketing agency helps brands connect experiential moments with:

• Social media amplification strategies

• Retail media support before and after events* Digital content that supports the physical experience

• Data capture for ongoing relationship building

• Personalised follow up after in-store interactions

This integration means experiential investments deliver not just momentary engagement but ongoing consumer relationships that drive long term growth. By connecting physical experiences to digital touchpoints brands can extend the impact of experiential marketing beyond the event itself.

Measuring Experiential Impact

Experiential marketing can be hard to measure, but a good a retail media expert brings measurement approaches that connect the activity to business outcomes:

• Tracking footfall and participation metrics

• Measuring post event purchase behaviour

• Measuring social sharing and earned media value

• Pre/post brand perception studies

• Customer acquisition costs and lifetime value

These measurement capabilities mean experiential marketing investments deliver results that justify continued investment. Being able to prove ROI turns experiential marketing from a nice to have into a strategic business driver with measurable impact on brand growth.

Choosing the Right Agency for Retail Media Success

Finding the right agency to support your retail media activity is key to achieving your business goals. The best agency partnerships are built on aligned expectations, complementary skills and shared KPIs.

When selecting a retail media agency consider these key factors:

Industry Specialism

Look for an agency with deep experience in your industry or category. A retail marketing agency that understands your business – whether you operate in convenience stores, home improvement or another retail sector – will be better equipped to develop campaigns that resonate with your target audience.

The best agencies combine retail expertise with category specific knowledge so can provide insights that generic marketing agencies can’t. This specialism translates into better campaigns and faster results.

Agencies like Booscala, with specialized experience in beauty and wellness retail media, combine platform expertise with deep category knowledge to deliver tailored insights and campaign strategies that generic marketing firms simply can't match. This specialization translates into better results, faster.

Technology and Data

Retail media success relies on sophisticated use of data and technology. Evaluate potential agency partners on:

• Experience of major retail media platforms

• Data integration and analysis capabilities

• Attribution and measurement approaches

• Reporting frameworks and transparency

• Technology partnerships and certifications

Agencies with strong technical foundations, like those leveraging AI-driven creative workflows and scalable systems, can help you navigate the complex retail media landscape and ensure your campaigns tap into the full potential of data, automation, and human insight. With a partner like this, you're not just running ads, you're connecting the dots across attribution, performance, audience targeting, and creative optimization.

Booscala for example, combines retail media expertise with AI-enhanced content production, delivering faster A/B-tested creatives, real-time reporting, and CRO-focused execution, all while keeping the big picture in view: long-term growth across platforms like Amazon, TikTok, and Shopify.

Case Studies and Results

Ask potential agencies to share relevant case studies and results from similar clients. Look for:

• Measurable sales impact

• Creative problem solving

• Effective retailer collaboration

• Strategic thinking beyond execution

• Long term client relationships

The best agencies deliver not just short term sales but long term growth strategies that build brand equity over time. Case studies should show both short term activation success and long term strategic impact.

Conclusion: Winning in the Retail Media Landscape

As retail media continues to grow and expand, the expertise of a specialist retail media agency becomes more and more valuable for businesses looking to gain market share. The right agency partnership delivers more than campaign execution – it delivers strategic guidance, retailer relationships, and measurement capabilities that drive both short-term retail sales and long-term growth.

By following the advice in this article businesses can transform their retail marketing, create more meaningful consumer connections and drive long term growth in a crowded market. From navigating complex retail media networks to creating brand experiences, a leading retail marketing agency can help your business stay ahead of the competition and gain more market share.

Retail media is here to stay – and with the right agency partner, your business can turn this new channel into a powerful driver of visibility, customer engagement, and sales success. The right partners help retailers accelerate sales by combining technology, data, and creative strategy to maximize return on every campaign.