#Japan #Tokyo #Retail Media #SalesPlus #Kyushu Forum

Insights from the 8th Kyushu Retail Media Forum

The 8th Kyushu Retail Media Forum, held on July 24, 2025, provided a platform for discussing the evolving landscape of retail media. Organized by SalesPlus, a marketing solution company renowned for its focus on close proximity to purchase, the forum gathered ten companies, including notable participants such as Trial Company, Aeon Kyushu, Nishitetsu Store, and Mini Stop, as part of the newly founded Kyushu Retail Media Alliance.

Key Insights from the Forum

The event comprised three main segments, covering various aspects of retail media:
1. Dentsu's Retail Media Strategies: A presentation by Dentsu's retail unit discussed the emerging trends in retail media and their organizational initiatives.
2. Future of Retail Media: Insights into how the retail media landscape is projected to evolve in the coming years.
3. Case Studies: Successful initiatives from major players in the retail space, including a collaboration between a leading drugstore and a major pharmaceutical company, and examples from Tokyu Store.

The Importance of Integrated Brand Experience

One of the critical themes highlighted during the forum is the construction of an integrated brand experience. It underscores the necessity for collaboration among manufacturers, retailers, and agencies, all towards shared KPIs that focus on enhancing customer experience. Participants have begun to shift from merely treating advertising as a slot to be filled. Instead, they are optimizing engagements through measures like signage effectiveness and PR-related projects.

Innovations at Tokyu Store

The forum showcased Tokyu Store's approach to accelerating urban-type supermarket media experiments grounded in a 'consumer-first' philosophy. The company is implementing a 'test-model media strategy' which includes targeted advertising through ID integration (DCS) and AI cameras for behavior visualization within retail spaces. These initiatives are not only applicable to large outlets but can also be adapted for smaller stores, marking a significant step towards inclusion and innovation in media strategies.

Sharing Success Stories

During the first half of the session, Kuroda Tetsuhiro from Dentsu's Data & Technology Center provided valuable insights into the 'Dentsu Retail Unit' which was established to strengthen client support in retail media. His presentation elaborated on the transformation of the retail media landscape, particularly noting predictions that the retail media market in Japan is expected to reach 1 trillion 845 billion yen by 2028. Additionally, he discussed how retail companies are redefining their stores, apps, and in-store signage as a media avenue to facilitate brand communication directly at purchasing points.

Towards a Future of Retail Media

The integration of marketing strategies into retail media operations is becoming increasingly essential. This reflects a shift from conventional advertising placements into a more holistic approach that values the entire customer purchase experience. Kuroda emphasized the importance of a marketing perspective in executing media operations which ultimately seek to maximize customer experience value rather than relying solely on traditional promotional budgets.

Conclusion: Continued Collaboration and Growth

The sentiments echoed throughout the forum affirm the necessity for ongoing dialogue and cooperation among businesses within the retail sector. Moving forward, the emphasis on defining media through customer interaction and measuring its effectiveness in quantitative terms signifies a promising future for retail media. Tokyu Store's commitment to evolving its media value proposition offers a roadmap for other retailers seeking to deepen their engagement with consumers and enhance the effectiveness of their marketing investments.

In sum, the 8th Kyushu Retail Media Forum not only highlighted current challenges and innovations in retail media but also reinforced the idea that a collaborative approach that prioritizes customer experience can pave the way for a dynamic and prosperous retail environment.