In-store retail media is Europe’s next big ad opportunity. But as retailers digitize stores, standardization and measurement challenges are dragging advertiser adoption.

Brand loyalty membership is rebounding in the UK as shoppers turn to loyalty programs for savings. Supermarkets are driving innovation, but there is space for brands and retailers of all sizes to boost revenues and forge stronger customer connections.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Loyalty programs are back in the spotlight in Western Europe as consumers seek savings and brands look to boost revenues and gather first-party data.

UK retailers are leading the charge on in-store retail media, thanks to their already extensive digital screen networks. Here’s what brands and retailers worldwide can learn from the digitization of UK stores.

The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It’s thus gaining an important place at the ad budgeting table.

UK ecommerce sales have bounced back to steady growth as consumer spending remains resilient despite inflationary pressures. Most major categories will see a further shift online by 2027, bringing opportunities for ecommerce retailers.

The cost-of-living crisis is forcing UK consumers to change where they shop to save money. To attract and keep customers, retailers and brands across all sectors need to invest in loyalty programs—and understand what shoppers want from them.