BizLab Launches “Retail Media as a Service” for Agencies – A Complete Platform to Power Retailers’ In-Store Retail Media Business

More and more retailers want to build their own in-store retail media networks. At the same time, a new demand is emerging among media, digital, and production agencies to take a clear operational role in retail media not only producing and distributing messages, but also selling, managing, optimizing, and proving campaign impact.

To meet this demand, BizLab is launching a new version of BizLab Flow, developed for agencies that want to offer Retail Media as a Service to retailers. The platform brings the entire ecosystem together in one system: campaign planning, production, content management, rules for audience targeting, publishing, administration, and reporting combined with visitor analytics at store, regional, and national level.

“The market has long had strong players who are excellent at production and distribution. But retail media only scales when it can be run as a business with audience logic, real-time activation, and reporting that advertisers and suppliers accept,” says Christian Bönnelyche at BizLab.

From production to operational retail media partner

With BizLab Flow, agencies can take the next step and become strategic growth partners to retailers by offering:

1) Full campaign management
Plan, book, produce, publish, and manage in-store campaigns with clear structure and full traceability.

2) Real-time audience targeting
Control content based on both audience and context such as time of day, weather, or store traffic intensity to increase relevance and performance.

3) Verified reporting
Make retail media comparable to other media channels through clear reporting. What was shown, where, when, and how campaigns performed over time.

4) Visitor insights as a consulting engine
Gain a new level of understanding of store visitors per store, region, and nationally creating a unique foundation for advisory services, optimization, and long-term client relationships.

5) A platform that enables agencies to scale
Instead of building bespoke systems or stitching tools together, agencies get a unified operating layer for retail media delivery.

A new opportunity for the agency market

Michael Lemner at BizLab believes in-store retail media is now entering a phase where retailers want the same type of ecosystem they have online but with the store’s unique advantage. Proximity to the moment of purchase. “For agencies, this represents an opportunity to build a new service offering with clear business value and measurable impact,” Lemner adds.

“Retail media isn’t about adding more screens. It’s about turning the store into a data-driven media house where both retailers and agencies can show who they reach, when they reach them, and in what context. Agencies that can deliver this will be in extremely high demand in the years ahead,” concludes Christian Bönnelyche.

BizLab Flow for agencies is available now and offered as a platform with a partner model for agencies that want to deliver Retail Media as a Service to retailers.