How one of Southeast Asia’s largest multi-brand retail groups scaled its In-Store Retail Media Across 1,300+ Stores

Background

A leading Southeast Asian retail group operates across health, beauty, grocery and convenience categories, with a large physical footprint spanning multiple markets in South-east Asia. With high in-store traffic and strong brand partnerships, retail media was a clear monetisation opportunity. However, scaling this into a structured, repeatable revenue stream required moving beyond fragmented, manual workflows.

Challenge: Scaling In-Store Advertising Across Brands and Markets

Before partnering with Osmos, the retailer managed in-store advertising packages through its internal CMS. While this enabled campaign execution, the process was cumbersome and difficult to scale across a large distributed store network.

Key challenges included:

• Manual management of in-store ad campaigns across locations
  
• Limited tools for scheduling and managing screen inventory
  
• High operational complexity for sales and category teams
  
• Difficulty building a structured retail media program across multiple brands
  

As demand for in-store retail media grew, these limitations made it difficult to scale campaign execution efficiently across markets.

The Osmos Approach: Building a Scalable In-Store Retail Media Foundation

To address these challenges, Osmos partnered closely with the retailer to implement a scalable in-store retail media solution, while also enabling internal teams to operate it independently.

(i) Deep On-Ground Enablement and Team Training

Over a 3-month onboarding period, the Osmos team provided hands-on, on-ground support to key internal stakeholders, sales teams, category teams and operations teams. The focus was on helping teams confidently manage campaigns within the platform and integrate retail media operations into day-to-day workflows. The training covered:

• Screen set-up and activation
  
• Hands-on guidance on the dashboard
  
• Creating and managing campaign playlists
  
• Multi-store execution workflows
  

(ii) Activating In-Store Retail Media Across the Network

With Osmos, the retailer was able to activate a more unified and scalable in-store retail media approach across its physical network. The platform provided the infrastructure needed to manage screen inventory, schedule campaigns, and support execution across multiple markets within a single system. Moving away from a fragmented process to a unified, scalable retail media engine.

Impact

The retailer successfully established a scalable in-store retail media foundation:

• 1,300+ stores enabled
  
• 90+ digital screens activated
  
• Presence across 5 Southeast Asian markets

Additionally, campaign execution became faster and more consistent. With internal teams becoming operationally independent, the retailer's retail media program evolved from an ad-hoc effort to a structured, scalable revenue stream with Osmos.