スギ薬局 and Trial Holdings have launched TOKYO Retail Media Federation, an organization researching the development of a cross-retailer retail media network. A PoC covering stores in Tokyo, Saitama, Kanagawa and Chiba confirmed approximately 6.85 million store-visit contacts.
スギ薬局 and Trial Holdings have established the research group TOKYO Retail Media Federation (東京リテールメディア研究会) to develop a retail media network spanning multiple retailers. They plan to promote cross-retailer media utilization, establish common metrics and develop methods for measuring effectiveness.
As an initial PoC, signage and in-store broadcasts were deployed across 401 スギ薬局, 西友 and Trial stores in Tokyo, Saitama, Kanagawa and Chiba. Estimated UU was approximately 6.85 million, suggesting the potential to expand the reachable audience. At the same time, there was limited overlap between the customer bases of the two groups, indicating the potential to expand reach through cross-retailer utilization.
Going forward, the group plans to develop and sell a cross-retailer retail media network, establish common metrics and publish its research findings. It is also considering effectiveness measurement using integration with the スギ薬局 app, with the aim of expanding participation by other companies.