In-store sales attribution: Closing the loop on retail media

Retail media is one of Australia’s fastest‑growing advertising channels, but it has had a critical unanswered question: Does retail media actually drive sales in store?

Epsilon is answering this query with the launch of in‑store sales attribution within the Epsilon Retail Media platform. The new capability enables retailers to directly measure how onsite digital retail media drives in‑store purchases, delivering true closed‑loop retail media measurement for the Australian market.

Why in‑store sales attribution matters

Australia is a highly store‑led retail market, with more than 87% of retail sales still happening in physical stores. Yet retail media measurement has focused on digital-only outcomes: impressions, clicks and ecommerce transactions. That disconnect has created a major challenge for retail media networks:

• Retailers struggle to prove the true value of their retail media inventory
• Brands rely on assumptions rather than confirmed in-store impact
• Media investment decisions are made without a full view of performance.

Without a reliable way to link digital exposure to physical sales, retail media measurement has remained incomplete. Epsilon’s in-store attribution closes that gap.

Read more about the challenges of incomplete offline data

From digital to in-store sales, in one platform

Epsilon’s in‑store attribution is built directly into the Epsilon Retail Media platform. It automatically connects onsite digital activity with in‑store point‑of‑sale data, creating a single, unified view of performance across the shopper journey.

Now retailers and brands can clearly see how retail media campaigns influence purchasing behaviour beyond the screen and into the store.

Clear, transparent omnichannel measurement

Epsilon’s approach to in‑store attribution reporting is powered by a proprietary data infrastructure designed to process large volumes of real‑time data. This enables deterministic, scalable measurement of in‑store impact.

To support better decision‑making and accountability, Epsilon delivers a new suite of omnichannel retail media metrics, including:

Online ROAS
Maintaining continuity with existing ecommerce benchmarks

Total ROAS
Omnichannel measurement capturing both online and in‑store sales impact

Halo instore ROAS
Measuring a campaign’s influence across a brand’s full in‑store product portfolio

Together, these metrics provide a more complete view of retail media performance without sacrificing the digital insights advertisers rely on.

What this means for retailers and brands

By linking digital retail media exposure directly to in‑store sales, Epsilon is delivering true closed‑loop measurement across online and offline channels.

• Retailers gain stronger proof points to grow and monetise retail media networks
• Brands gain clarity on in‑store sales impact, enabling smarter optimisation and investment

Importantly, in‑store attribution can be made available to all Epsilon Retail Media onsite clients, regardless of size or maturity.

Setting a new standard for retail media measurement

With the launch of in‑store sales attribution, Epsilon is setting a new benchmark for retail media in Australia, empowering retailers and brands with the clarity, confidence and proof required to invest smarter and grow faster.

As retail media continues to evolve the ability to measure every sale, wherever it happens, will define the next phase of growth.