{"id":7199,"date":"2025-05-20T08:19:14","date_gmt":"2025-05-20T08:19:14","guid":{"rendered":"https:\/\/colateral.io\/us\/?p=7199"},"modified":"2025-05-20T08:19:14","modified_gmt":"2025-05-20T08:19:14","slug":"ceo-insights-why-colateral-bought-turbyne","status":"publish","type":"post","link":"https:\/\/colateral.io\/us\/blog\/ceo-insights-why-colateral-bought-turbyne\/","title":{"rendered":"CEO Insights: Why Colateral Bought Turbyne"},"content":{"rendered":"

I didn\u2019t choose to acquire this company based on data\u2014it was personal. My grandparents ran a shop in Cornwall, serving their community and building enduring relationships with their\u00a0 customers. So, from a very young age, I\u2019ve always seen the value in that in-store connection. <\/strong><\/p>\n

This acquisition enables a vision I have been channelling for much longer than the current Retail Media hype, namely the power of harnessing an in-store audience. Just ask anyone at Colateral what I\u2019ve been talking about for years and years, and I guarantee they\u2019ll all say something about monetising store environments.\u00a0<\/span><\/p>\n

Today, despite the rise of digital shopping, 80% of purchases still happen in physical stores. Yet, retailers are pouring money into selling digital ads while overlooking their most valuable retail asset – their brick-and-mortar locations.<\/span><\/p>\n

The Untapped Power of Physical Stores
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Retailers focus their Retail Media efforts towards online advertising but miss the real opportunity: transforming their stores into dynamic media platforms. While the industry obsesses over on and off platform channels, in-store media remains massively under-utilised.\u00a0<\/span><\/p>\n

They\u2019re treating their brick-and-mortar locations as simply the end point of a transaction, ignoring the huge marketing potential of these spaces. Don\u2019t get me wrong, digital channels are important, and digital screens in stores are impactful, but they are not the panacea for in-store. Thus, it’s time for an <\/span>in-store-first<\/b> approach, leveraging physical spaces for retail revenue growth while providing personalised, engaging experiences.<\/span><\/p>\n

The Future of Retail Media<\/b><\/h6>\n

In my opinion, there are significant incremental Retail Media growth opportunities for all retailers by: 1) expanding their inventories (new channels and formats), 2) improving accessibility to smaller brands, and 3) simplifying the buying and management process. Which leads me nicely on to the acquisition of Turbyne<\/a>\u2026<\/span><\/p>\n

Colateral already simplifies in-store Retail Media management, and with Turbyne<\/a>, we connect that in-store experience to the broader physical and digital ecosystem\u2014without adding any complexity. By combining Turbyne<\/a> and Colateral, we\u2019re creating a unified solution that will redefine retail media.<\/span><\/p>\n

We\u2019re able to provide something that enables:<\/span><\/p>\n