Retail media channels are now seen as important ways to promote in-store products and services to customers. Retail media channels are sometimes administered by the retail outlet itself but are more likely to be managed by specialist agencies that setup and administer the media networks on their behalf. Moving Tactics is a good example of this approach. They use Mediacaster digital signage software solution to role out networks across South Africa. Cape Union Mart, on the other hand, chose to run their own retail media channels.

Retail channels have traditionally used digital signage networks to display full screen still image or video media. The technologies in the digital signage arena have evolved to allow retailers to communicate directly with their customers, as well as, track customer metrics through their retail media networks. Mobile phone technologies allow in-store customers to respond to on-screen information through Bluetooth and SMS technology. The retailer is now more able, through this kind of customer engagement technology, to build brand loyalty and target specific groups within its customer group. Facial recognition software running on the screens themselves can provide valuable metrics such as audience volumes, demographics and attention span.