Vusion has announced that it has agreed to acquire In-Store Media (ISM), marking a major step by the connected store technology provider in its strategy to turn stores into digital media assets and live shopper engagement hubs.

ISM is an established in-store retail media company with a proven track record across 1,600 brands in designing, deploying and monetising commerce media networks across bricks-and-mortar estates.

Over the past five years, retail media networks (RMNs) have become a key growth channel and new revenue stream for retailers, primarily activated through online channels. However, now brands are looking to tap RMN opportunities from their physical locations.

As stores remain the channel where most traffic and purchases decisions are made, they represent a lucrative opportunity for retail businesses to monetise engagement and footfall. “The next big digital media is the physical store” said Thierry Gadou, Chairman and CEO of Vusion.

“Retail media has already transformed the economics of online commerce. The next frontier is in stores, where most shopper traffic remains and decisions of purchase are made.”

Bringing ISM’s deep expertise in RMN into the Vusion portfolio will “enhance its position in connected commerce” and “promote retail media as a core pillar of its connected store vision,” it said in a press release.

Together with ISM, it aims to build a new platform for digital in-store commerce media, connecting retailers, brands and shoppers through measurable and real-time in-store activation.

“By combining Vusion’s connected store platform with In-Store Media’s track record, execution capabilities and relationships with retailers and brands, we are helping retailers turn store traffic into measurable media value, new revenue streams and more engaging shopper experiences in stores,” Gadou added.

“Together, our companies will support retailers in generating additional value from their foot traffic while creating better, more relevant experiences for shoppers,” said Fernando de Vicente, CEO of In-Store Media.