Insights

Why retail media is the biggest missed opportunity in Indonesian retail

Siddharth Mantramurthy, Lead - Retail Media Solutions (APAC)

Retail media is booming in Indonesia, generating millions in ad revenue. But the big question is: Are you ready to profit?

In my previous article, I discussed why retail media is a hidden goldmine for Indonesian retailers, who are transforming their in-store and digital touchpoints into revenue-generating ad platforms. The momentum in Southeast Asia is undeniable.

But recognizing the opportunity is just the first step. The real question is: how can Indonesian retailers tap into this?

Let's break it down with a practical, step-by-step playbook based on proven frameworks and what we at UST and Footprints AI have seen work in the field.

DIVIDER

The opportunity in numbers

Retail Media Networks (RMNs) are quickly emerging as major revenue drivers for global retailers. By capitalizing on in-store traffic, digital platforms, and first-party data, retailers are offering brands more targeted, high-conversion advertising opportunities with clear ROI. This has led to a marked shift in digital marketing budgets toward retailer-owned channels that deliver closed-loop attribution and commerce-driven engagement.

In Indonesia, the opportunity is even more compelling. Traditional retail still dominates daily shopping, with high in-store foot traffic and underutilized media space. Meanwhile, digital engagement is rising, but personalized, data-led experiences remain underdeveloped. These dynamics create ideal conditions for innovation in retail media and new monetization models.

DIVIDER

The 5-step retail media playbook for Indonesia

Here's how retailers can start turning their assets into high-performing media networks:

#1 Audit your retail assets

Start by identifying what you already have:

• In-store screens and shelf space
• POS systems and checkout touchpoints
• Mobile apps, loyalty programs, and customer databases
• Website traffic and transactional data
• Social media traffic and engagement rate

This is your media inventory. Knowing what's available is the first step to monetization.

#2 Build or partner on the right technology

Creating a retail media network requires more than screens and software. You need:

• Audience intelligence: Who's walking in? What's their intent?
• Identity resolution: Connecting online and offline behavior
• Real-time targeting and analytics

At UST, we help retailers turn foot traffic into first-party audiences, enabling smarter segmentation and measurement.

#3 Monetize traffic and inventory

Once the infrastructure is in place, it's time to invite brand partners:

• Offer premium placements on your media surfaces
• Create campaign packages across online + offline
• Use real performance data to price and prove value

UST helps you create always-on monetization while maintaining customer experience.

#4 Attract brands with clear ROAS proof

Brand marketers need to focus on ROI, not just impressions. Use:

• Real sales lift data
• In-store-to-online impact tracking
• Industry benchmarks

Retailers that show measurable impact win recurring ad budgets, often delivering 5–8x ROAS, with peaks up to 16x in top campaigns, much higher than industry standards.

#5 Optimize with data and feedback loops

Once you're LIVE, it's not set-and-forget:

• Use campaign data to refine targeting
• Test creative, placements, and shopper journeys
• Share insights with brand partners

Our AI platform features feedback loops that enable retailers and brands to co-optimize, improving results over time.

DIVIDER

Why UST and Footprints AI are the right partners for Indonesia?

One of the biggest advantages of working with UST and Footprints AI is that we offer fully managed retail media services. This means retailers don't need to build teams from scratch or worry about complex operations.

We handle the heavy lifting, including:

• Campaign management and optimization
• Brand outreach and revenue generation
• Onboarding media agencies and partners
• Setting up software integrations and analytics
• Complete project management and marketing operations

All of this is done in a privacy-compliant way, ensuring that all first-party data remains secure within the retailer's environment.

The result? Minimal operational effort for retailers and maximum revenue generation, with proven ROAS between 5–8x on average, and up to 16x in some high-performance campaigns, bringing continuous revenue for brands and in turn for Retailers.

For Indonesian retailers, this is a plug-and-play model that unlocks high-value media monetization quickly, without the risk and resource drain.

Big global retailers and even regional players in Southeast Asia are leading the way. They're not just selling shelf space; they're selling precision marketing powered by real shopper behavior.

With the right strategy and partner, your stores can achieve the same results.

Retail media is not a question of "if"; it's a matter of how fast you move. The technology is here. The demand from brands is real. And your stores are already sitting on the attention, data, and influence that brands are desperate to tap into.

Book your 15-minute strategy call

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