How Mr DIY Turned 1,100 Stores into a Scalable In-Store Retail Media Network

Challenge:

For many large retailers, in-store screens are everywhere, but they operate like digital signage rather than media inventory. Content is often managed manually, campaigns are scheduled store by store and updates require intervention from frontline teams. As store networks grow into the hundreds or thousands, these processes become increasingly difficult to manage. More importantly, they make it nearly impossible to offer advertisers a channel that is scalable, measurable and easy to buy.

Mr DIY, one of South-east Asia’s largest home improvement retailers, faced the same challenge. With more than 1,200 stores across Malaysia, promotional content was still distributed via USB drives, with no central scheduling, no advertiser booking workflow, and no standard way to measure campaign delivery across the network.

The opportunity wasn't a lack of shopper attention. It was the absence of an operating model that could transform in-store screens into a scalable retail media business.

Solution:

Mr DIY partnered with Osmos to build the operational foundation for in-store retail media, replacing fragmented manual processes with a centrally managed platform built for scale. 

• Centralised Screen Management: With a centralised platform managing content scheduling and governance across the network, Mr DIY's teams have real-time visibility into every screen  without any manual intervention at store level.
  
  
• Inventory Management: Every screen was transformed into monetizable media inventory, with pricing based on placement value, store format and location. This gives Mr DIY's media sales team real-time visibility into inventory availability and revenue opportunities across the network.
  
  
• Campaign Governance & Measurement: A structured creative approval process ensured every campaign meets Mr DIY's brand standards before going live. Once running, performance data across ad plays, impressions and store-level results gives Mr DIY the insight to grow the program and gives advertisers the transparency and proof-of-play needed to invest with confidence.

• Advertiser Experience. Through a targeting-enabled booking engine, advertisers can plan and book campaigns across specific stores, placements and time slots without rigid block bookings or inflexible creative requirements.

Together, these capabilities enabled Mr DIY to transform manually managed promotional screens into a scalable retail media business capable of onboarding advertisers, governing campaigns centrally and expanding across hundreds of locations without increasing operational complexity. 

Impact:

• 1200+ in-store screens live across Mr DIY's retail network in Malaysia.
• 6+ Marquee brands live in-store including Mr Muscle, Dettol, Philips, WD-40, Scotch-Brite, EMTOP
• Expansion underway, with the retail media programme set to roll out beyond Malaysia into new Southeast Asian markets.