To increase revenue, Best Buy will begin leaning more into Retail Media Network (RMN) operations, allowing advertisers to make use of the retail chain’s plethora of in-store digital displays. At the company’s Best Buy Ads event, it was announced that next year will see brands be able to ‘takeover’ Best Buy stores for a limited time, effectively turning every in-store screen into a piece of digital signage.
Best Buy says that its ‘takeover package’ will allow a single brand to populate its stores with advertisements for a month, from the store’s exterior to checkout screens, and pretty much every display in the store, including TV walls and PC monitors.
“We’ve spent the last several months really thinking about what kind of real estate we can unlock and assemble, and so, today we’re going to unveil that for the market,” President of Best Buy Ads Lisa Valentino told Modern Retail. “Looking at just some of the playbooks of some of our other RMN brethren, we want to be as flexible and as open for business across categories as possible.”
“The placements in the store are really curated to actually enable and improve that customer experience,” added Best Buy CMO Jennie Weber. “For example, we keep our sight lines really clear. The signage that we’re adding doesn’t disrupt that. We make sure we’ve got really clear wayfinding for customers when they walk in; this package does not disrupt that.”
Dates for the first Best Buy brand takeover have yet to be revealed, but shoppers can expect to see them begin in 2026.
