At EuroShop 2026, the conversation around in-store analytics took centre stage, bringing together industry leaders to explore how retailers and brands can harness data to optimise their in-store strategies. Moderator Daniel Torres Dwyer led a compelling session featuring Marie-Clare Puffett of IAB Europe, Dirk Hahn, and Ben Reynolds, who shared practical insights on the tools available for understanding shopper behaviour and improving retail media investment.
The discussion covered a broad spectrum—from the foundational principles of in-store analytics to more nuanced topics such as lookback windows, data interpretation, and the importance of respecting consumer privacy. Audience members contributed lively questions, highlighting the sector’s hunger for actionable knowledge in an area where technology and human behaviour intersect.
A key takeaway was that data is only as valuable as the insights drawn from it. Retailers who effectively leverage in-store analytics can not only enhance shopper experiences but also drive deeper engagement and investment in retail media campaigns. The session underscored the growing sophistication of analytics tools and their potential to shape the future of in-store marketing.
Looking ahead, the next session at 1pm promises to build on these insights by exploring how creative strategies need to evolve for digital retail media. As brands seek to capture attention in a crowded in-store environment, understanding the interplay between analytics and creative execution will be essential.
For retailers and marketers alike, EuroShop continues to demonstrate that combining innovation with informed strategy is the key to winning in-store.