Retail stores represent untapped media channels that can deliver storytelling and emotional connection at the critical point of purchase decision, moving beyond traditional “buy now” messaging to create memorable brand experiences.
“We see the opportunity of bringing storytelling into the retail environment as a huge opportunity,” Kelly Torgeson, director of Business Development at Walgreens Advertising Group, told Beet.TV Editorial Director Lisa Granatstein. “In-store media lets brands move just beyond the buy now and to deliver moments of education, inspiration, or emotional connection, all at the point of decision, which is critical.”
This approach transforms physical retail locations into dynamic media environments that connect with broader digital ecosystems while leveraging first-party data to personalize messaging based on shopper behavior and trip mission.
Store as integrated media ecosystem
Walgreens positions its physical locations as media channels that extend beyond traditional retail functions through digital screens, personalized offers, and dynamic touchpoints that connect to broader marketing campaigns.
“Where we imagine the store as a media channel we see the store is more than a place to just shop — it truly is a media channel,” Torgeson said. “We’re creating dynamic touch points across the store from digital screens to personalized offers to connect it with our broader ecosystem.”
The strategy focuses on delivering experiences that feel relevant and useful while driving measurable outcomes for brand partners rather than simply maximizing advertising exposure.
Moving the shopper to act
In-store creative faces unique constraints due to limited attention windows and the need to align with shoppers’ immediate mindset and location within the store. Success requires understanding shopper psychology at specific moments and locations.
“You only have a few seconds to connect, and the messaging has to be tailored to the shopper’s mindset in that moment,” Torgeson said. “Whether it’s inspiring discovery and our beauty aisles, or providing trusted pharmacy solutions, the creative doesn’t just grab attention. It moves the shopper to act.”
This approach emphasizes creating individual moments of connection that vary based on the consumer’s location and likely intent within different store sections.
Building trust
Shoppers expect seamless experiences across digital and physical touchpoints, requiring intentional alignment between in-store messaging and online campaigns. This consistency extends across mobile apps, website banners, and off-site advertising efforts.
“Shoppers do not think in channels,” Torgeson said. “They expect a seamless journey no matter where they are shopping or discovering products. “We intentionally connect in store with what they see on our app, on our onsite banners, as well as on our offsite campaigns.”
When creative maintains alignment across channels, it builds trust and recognition that ultimately drives conversion rates rather than creating confusion through inconsistent messaging.
Trip personalization
Walgreens leverages first-party customer data to understand seasonal health trends, local preferences, and individual shopping patterns, enabling content strategy that aligns with specific “trip missions” and timing.
“We are consistently using our first party data to give us a clear view on customer needs,” Torgeson said. “We use that insight to tailor our in-store messaging to trip missions. So whether it’s a quick health stop getting your flu shot or a beauty browse, like helping moisturize your skin when the temperatures are low.”
This data-driven approach makes content feel timely and relevant while improving both shopper experience and brand performance through contextual messaging that matches immediate needs.
Storytelling transformations
The shift from transactional messaging to storytelling represents a significant opportunity for brands to create emotional connections and drive loyalty through retail media. This approach moves beyond immediate purchase prompts to deliver educational and inspirational content.
“Done well, storytelling transforms a shopping trip into a memorable brand experience that both drives loyalty and conversion,” Torgeson said.
