In this episode of The Middlemen Podcast, Trevor Sumner—Head of Innovation and AI at Raydiant and former CEO of Perch—offers an insider’s look at the rapid evolution of in-store retail media. Sumner traces the journey from early, disconnected digital screens to today’s sophisticated, data-enabled displays that blend seamlessly into the physical retail environment. He shares real-world examples, including award-winning luxury fragrance installations for Jo Malone and mass-market activations for Unilever’s Dove, to illustrate how brands are using technology to deliver product information, personalized recommendations, and dynamic promotions right at the shelf. The discussion dives into the challenges retailers have faced—such as a lack of actionable data and monetization models—and explains how advancements like retail media networks (RMNs), computer vision, and programmatic advertising are making in-store media a scalable, measurable, and profitable channel. Sumner also breaks down the economics, showing that modern in-store media solutions are accessible for retailers of all sizes, and emphasizes the cultural shift required for retailers to embrace their role as media platforms. The episode makes it clear that in-store media is no longer a niche experiment but a vital, revenue-driving part of the retail landscape, offering brands an unparalleled chance to connect with consumers at the pivotal moment of purchase.

Find Trevor Sumner on LinkedIn: https://www.linkedin.com/in/trevorsumner

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