Insights

Retail media is Indonesia’s next big revenue channel—Here’s why retailers must act

Siddharth Mantramurthy, Lead - Retail Media solutions (APAC)

Indonesia's retail space holds untapped potential that doesn't require new shelves, extra inventory, or added staff. The key lies in smarter use of existing in-store infrastructure, leveraging what's already there to unlock new value. With the right partnerships, retailers can transform current assets into high-impact media channels.

Retail Media is no longer just a buzzword - it's becoming a significant revenue stream for retailers worldwide. And Indonesia is primed for this transformation.

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What is retail media- you ask?

As a retailer, you already have the attention of customers in your stores and on your digital platforms. Retail media is about smarter utilization of the infrastructure you already have — smart TVs, in‑store radio, POS screens, Wi‑Fi, apps, and websites — to deliver brand ads. Think of it as transforming your store into a mini media channel, unlocking new revenue without any additional capex.

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Why is Indonesia perfectly positioned?

Just take a walk through any retailer’s store during peak hours in Jakarta, Surabaya, or Java, and you’ll see crowded aisles buzzing with activity. This high foot traffic, combined with longer dwell times in categories such as electronics, fitness, and groceries, creates a powerful opportunity for engagement.

At the same time, digital adoption is accelerating across Tier 1 and Tier 2 cities, with an increasing number of consumers using mobile apps, shopping on WhatsApp, and utilizing loyalty platforms. Brands are taking notice and are eager to place localized ads near the point of sale, where attention is at its highest and purchase decisions are made.

That's a win-win for retailers and advertisers.

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From expense center to profit engine

Retailers are already investing in screens, space, and technology. The question is, why not leverage those existing assets to generate revenue?

Picture this: your in-store digital screens play ads for a shampoo brand, earning you income for every 1,000 views.

At checkout, your POS screens display promotions for a new energy drink.

Meanwhile, your store radio runs messages tied to brand partnerships.

This isn’t hypothetical; retailers have already started monetizing these channels and are generating millions in new ad revenue, all with little to no additional investment.

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What retailers must do now

Start thinking like a media owner by taking stock of the physical and digital assets you already have.

Evaluate the potential of your current media inventory - smart TVs, in-store radio, POS screens, Wi-Fi, apps, and websites - assess how you can track audience engagement and explore options for selling ad space.

But even with all of this in place, it may not be enough. The most critical step is choosing the right retail media partner-one that can help you turn these opportunities into measurable results.

Because, despite the promise of retail media — expected to account for up to 35% of retail profits by 2030 — a staggering 8 out of 10 initiatives fail. The difference between success and failure often comes down to execution, and that’s where the right partner matters. A capable retail media partner can audit your existing infrastructure, surface untapped ad inventory, integrate measurement tools, and create a monetization strategy that works. The right partner doesn’t just evaluate potential; they turn your physical and digital footprint into a measurable, sustained revenue stream.

UST and Footprints AI:

We bring together global tech and local market knowledge to help Indonesian retailers unlock this goldmine. With the world's most advanced omnichannel retail media platform, we offer:

• In-store, in-site, and off-site media activations
• Audience intelligence powered by real behavioral data
• Ad monetization tools and programmatic ad placements

UST and Footprints AI enable you to:

• Monetize your physical and digital assets
• Track impressions and engagement
• Connect with premium brand advertisers looking for targeted reach

This isn't theory. This is already generating serious revenue for retailers worldwide. And believe us when we say it, we work with:

• Top 17 retailers in Europe
• 450+ brands including Unilever, Pepsi, Mastercard, Vodafone, P&G, among others
• World's leading marketing agencies, including Publicis, WPP, Dentsu, Havas Media, among others

And have already enabled millions of dollars in incremental revenue, and it's growing exponentially.

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The first movers will win

The window of opportunity is closing fast. As more retailers tap into retail media, the competition for brand advertising budgets will intensify. Those who act early stand to gain the most—they'll secure long-term brand partnerships, command higher ad rates, and influence how the ecosystem evolves.

Book your 15-minute strategy call

Let's unlock your next revenue stream; it's already inside your store.