Retail media and first-party data: The future of advertising channels in brick-and-mortar retail

28.04.2025

by Sandra Katzenberger

Brick-and-mortar retail is facing a decisive transformation. While e-commerce is booming, retailers are looking for ways to increase customer loyalty. Retail media plays a key role here: The use of first-party data to target customers is becoming a critical strategy for success. The new strategic partnership between retailmediatools and anybill shows how this can be achieved.

A young woman with blonde hair stands smiling in business attire in front of a glass wall; Copyright: anybill

First-party data: The new driver for personalized marketing

Third-party cookies are becoming less important, data protection regulations are increasing – making first-party data all the more important. This information, which is collected directly from customers, enables retailers to better understand their target groups and develop tailored offers.

“First-party data is essential for retailers to be able to exploit the potential of retail media,” explains Lea Frank, Co-Founder & CEO of anybill. "This allows them to target their marketing campaigns even more precisely and evaluate them immediately. The digital receipt creates the perfect bridge between purchasing and targeted customer contact.

Digital receipts: sustainable, efficient and full of potential

A woman gives a presentation on a trade fair stage in front of an audience, while a presentation slide on the topic of digital receipts is shown behind her; Copyright: anybill

anybill on the Red Stage at EuroCIS 2025.
© anybill

The digital receipt offers far more than sustainability by saving paper. It creates a direct link between stationary shopping and digital marketing channels. Figures prove the potential: more than 600 retailers and over 80 software partners are already using anybill's technology to issue digital receipts directly at the point of sale, reach customers in a more targeted manner and optimize their interactions.

One example is GLOBUS Markthallen: After integrating the digital receipts into their own app, app downloads increased by 20%, while the number of daily active users rose by 60%. This shows that customers actively use digital solutions if they offer real added value.

Retail Media: Rethinking advertising in stationary retail

Retail media is no longer just an e-commerce topic. Targeted advertising placement in retail based on first-party data opens up new sales potential. According to a study, 47% of internet users research products online before making a purchase – an opportunity for retailers to dovetail digital and brick-and-mortar experiences.

Attention, emotion, conversion! Promotional and marketing activities can have a major impact. To do so, they must be applied in a targeted manner and implemented with the best tools. You will find inspiration for this in our Retail Marketing dimension at EuroShop!

Conclusion: bricks-and-mortar retail is becoming more digital and smarter

Retail media is much more than a short-term trend – it is a key driver for the future of retail. Retailers who make targeted use of first-party data and adapt their marketing strategies will increase their sales as a result. The cooperation between retailmediatools and anybill is an example of how digital technologies and data-based strategies can be successfully combined. With the increasing shift of advertising budgets to the retail sector and the growing importance of first-party data, new opportunities are opening up for retailers to interact with their customers in a more targeted manner. One thing is certain: retail media and first-party data are key elements of a future-proof retail strategy.

Sources: EuroCIS 2025; anybill