Why Your ‘Future Store’ Investment Might Be a Sunk Cost

Physical retail is transforming. Bain & Company & Company reports that 80% of retailers are investing in store technology, and by 2025, in-store tech will be critical to availability, pricing, promotions, and loyalty. AI-powered insights, smart shelf sensors, electronic shelf labels (ESLs), and in-store retail media top the list of “winning technologies” that will shape the future store.

But there’s a catch. According to Bain’s research, most programs hit the same roadblocks:

They can’t prove ROI (24% cite this issue), so brands won’t pay premium rates. Their data systems are too fragmented (27%) to connect ad exposure with actual sales. And without clear winning technology (25%), they can’t scale what works.

The result? A massive blind spot in what could become a $100 billion opportunity. Brands simply won’t pay top dollar for in-store advertising unless they can see concrete proof that those impressions drive real sales, repeat visits, and bigger shopping carts.

Privacy: The Trust Factor

Here’s something interesting from Bain’s data: 40% of retailers say security and compliance concerns are their biggest barrier. But smart retailers are flipping this challenge on its head.

Instead of treating privacy as a roadblock, they’re using it as a competitive advantage. When shoppers trust that their data is handled responsibly, they’re more likely to join loyalty programs and engage with digital tools. Brand partners also feel confident running campaigns without worrying about regulatory backlash.

The Integration Headache

Even retailers with great media formats and solid data collection face another problem: their systems don’t talk to each other. About 21% struggle with integration challenges between their point-of-sale, inventory, loyalty, and media platforms.

This fragmentation kills credibility. True ROI measurement means connecting all the dots—not just knowing someone saw your display, but whether they bought the product, if it was actually in stock, and whether the campaign truly drove incremental value.

How Mediar Solves This

This is exactly why we built Mediar differently. Instead of forcing retailers to rip out existing systems or install expensive new hardware, we work with what’s already there—specifically, existing CCTV infrastructure.

Our approach delivers closed-loop attribution that tracks the full journey from exposure to dwell time to purchase. Everything is privacy-compliant (GDPR, LGPD, IAB TCF 2.2), and our system integrates seamlessly with existing POS and merchandising platforms.

The outcome? Retailers and their brand partners finally get the ROI clarity that Bain says is missing, without sacrificing customer trust or slowing down adoption.

What’s Next

Bain’s message is crystal clear: in-store technology isn’t optional anymore. But without proper measurement, privacy protection, and system integration, even the best technology will fail to deliver.

Retailers who address these fundamentals won’t just modernize their stores—they’ll turn them into profitable media platforms that consistently attract brand investment and deliver measurable results.

Those who ignore these issues risk watching their “future store” investments become expensive mistakes..