NRF is the premier gathering of the world’s most innovative retailers and their partners, pushing boundaries in retail. This year at NRF 2025, Qsic explored how Retail Media and in-store audio are reshaping customer engagement and driving results. Here are five key takeaways:
The lines between marketing and merchandising are blurring, demanding a shopper-focused mindset
The line between marketing and merchandising is disappearing. Retailers must adopt a shopper marketing mindset that encourages both functions to drive the business forward. Collaboration between these traditionally siloed teams can unlock new growth opportunities and better serve brands.
Retail leaders see retail media as a necessity, not a choice
Retail media is no longer optional—it’s essential. Boards and C-suite executives recognize its value but often fail to define their unique roles within it. Leadership must align retail media with broader business objectives to unlock its full potential.
Brands view the shopper journey holistically; retailers must too
While brands embrace a seamless shopper journey, retailers need to catch up. By unifying in-store channels like audio, screens, signage, and sampling, retailers can create cohesive experiences that amplify engagement and results.
Audio channels are overlooked in retail media due to perceived limited measurement
Channels like audio, with their high recall, are underutilized in retail media due to limited measurement tools. Retailers that provide credible attribution and actionable insights (like Qsic) can build brand confidence and drive growth.
Retail media is focusing on the who, forgetting the importance of how
Targeting the right audience is crucial, but it’s equally important to focus on execution and creativity to ensure consumers engage. Strategic omnichannel planning and creative messaging are key to driving engagement and measurable results. Retailers that refine their approach will stand out in a competitive market.