Akru × In-Store Media Strategy
Akru × In-Store Media Strategy
Akru × In-Store Media Strategy
Year
2024
Year
2024
Year
2024
Type
Advisory · Go-to-Market Strategy · Retail Media Positioning
Type
Advisory · Go-to-Market Strategy · Retail Media Positioning
Type
Advisory · Go-to-Market Strategy · Retail Media Positioning
Timeframe
2 weeks
Timeframe
2 weeks
Timeframe
2 weeks
Overview
Overview
Overview
Akru is an early-stage retail media company focused on solving a structural gap in how brands activate media near the point of purchase.
Despite the majority of CPG sales still occurring in physical retail, media budgets continue to skew toward ecommerce and digital channels. Akru set out to bridge that gap by enabling brands to influence in-store behavior using digital signals — without relying on traditional retail media networks.
I was brought in as an advisor to help shape Akru’s positioning, go-to-market strategy, and agency narrative.
Akru is an early-stage retail media company focused on solving a structural gap in how brands activate media near the point of purchase.
Despite the majority of CPG sales still occurring in physical retail, media budgets continue to skew toward ecommerce and digital channels. Akru set out to bridge that gap by enabling brands to influence in-store behavior using digital signals — without relying on traditional retail media networks.
I was brought in as an advisor to help shape Akru’s positioning, go-to-market strategy, and agency narrative.
Akru is an early-stage retail media company focused on solving a structural gap in how brands activate media near the point of purchase.
Despite the majority of CPG sales still occurring in physical retail, media budgets continue to skew toward ecommerce and digital channels. Akru set out to bridge that gap by enabling brands to influence in-store behavior using digital signals — without relying on traditional retail media networks.
I was brought in as an advisor to help shape Akru’s positioning, go-to-market strategy, and agency narrative.
/01
/01
/01
Challenge
Challenge
Challenge
Akru faced three interrelated challenges:
Retail media fatigue — agencies and brands were already overwhelmed by RMNs
Measurement skepticism — in-store impact is notoriously difficult to prove
Agency alignment — planners and buyers lacked a clear mental model for how Akru fit alongside existing media channels
Without the right framing, Akru risked being seen as either:
Too experimental, or
Redundant with existing digital and retail media solutions
Akru faced three interrelated challenges:
Retail media fatigue — agencies and brands were already overwhelmed by RMNs
Measurement skepticism — in-store impact is notoriously difficult to prove
Agency alignment — planners and buyers lacked a clear mental model for how Akru fit alongside existing media channels
Without the right framing, Akru risked being seen as either:
Too experimental, or
Redundant with existing digital and retail media solutions
Akru faced three interrelated challenges:
Retail media fatigue — agencies and brands were already overwhelmed by RMNs
Measurement skepticism — in-store impact is notoriously difficult to prove
Agency alignment — planners and buyers lacked a clear mental model for how Akru fit alongside existing media channels
Without the right framing, Akru risked being seen as either:
Too experimental, or
Redundant with existing digital and retail media solutions
/02
/02
/02
Approach
Approach
Approach
The focus was not on adding features — but on clarifying Akru’s role in the ecosystem.
1. Positioning Akru as a Bridge, Not a Network
We deliberately avoided RMN language and positioned Akru as a media activation layer that sits between digital planning and physical retail behavior.
2. Agency-First Narrative
The value proposition was shaped around how agencies actually work:
Complementing existing plans, not competing with them
Activating budgets already earmarked for awareness and consideration
Providing a defensible reason to invest closer to the shelf
3. Proximity as the Differentiator
We anchored the story around proximity to purchase — reframing Akru as a way to influence behavior when it matters most, rather than another awareness channel upstream.
4. Proof-of-Concept Driven Validation
Rather than overselling scale, the strategy emphasized focused pilots and proof-of-concepts to demonstrate real-world impact and unlock confidence.
The focus was not on adding features — but on clarifying Akru’s role in the ecosystem.
1. Positioning Akru as a Bridge, Not a Network
We deliberately avoided RMN language and positioned Akru as a media activation layer that sits between digital planning and physical retail behavior.
2. Agency-First Narrative
The value proposition was shaped around how agencies actually work:
Complementing existing plans, not competing with them
Activating budgets already earmarked for awareness and consideration
Providing a defensible reason to invest closer to the shelf
3. Proximity as the Differentiator
We anchored the story around proximity to purchase — reframing Akru as a way to influence behavior when it matters most, rather than another awareness channel upstream.
4. Proof-of-Concept Driven Validation
Rather than overselling scale, the strategy emphasized focused pilots and proof-of-concepts to demonstrate real-world impact and unlock confidence.
The focus was not on adding features — but on clarifying Akru’s role in the ecosystem.
1. Positioning Akru as a Bridge, Not a Network
We deliberately avoided RMN language and positioned Akru as a media activation layer that sits between digital planning and physical retail behavior.
2. Agency-First Narrative
The value proposition was shaped around how agencies actually work:
Complementing existing plans, not competing with them
Activating budgets already earmarked for awareness and consideration
Providing a defensible reason to invest closer to the shelf
3. Proximity as the Differentiator
We anchored the story around proximity to purchase — reframing Akru as a way to influence behavior when it matters most, rather than another awareness channel upstream.
4. Proof-of-Concept Driven Validation
Rather than overselling scale, the strategy emphasized focused pilots and proof-of-concepts to demonstrate real-world impact and unlock confidence.
/03
/03
/03
Results
Results
Results
Clear differentiation from traditional RMNs and DOOH networks
Successful proof-of-concepts validating the proximity-to-purchase thesis
Stronger resonance with agencies and brand partners exploring in-store activation
Clear differentiation from traditional RMNs and DOOH networks
Successful proof-of-concepts validating the proximity-to-purchase thesis
Stronger resonance with agencies and brand partners exploring in-store activation
Clear differentiation from traditional RMNs and DOOH networks
Successful proof-of-concepts validating the proximity-to-purchase thesis
Stronger resonance with agencies and brand partners exploring in-store activation
/04
/04
/04
Akru’s challenge wasn’t inventing a new channel — it was earning permission to operate closer to the shelf.
By grounding the narrative in agency realities, avoiding RMN fatigue, and positioning proximity as the core advantage, Akru established a credible pathway to scale physical-world media activation.
Akru’s challenge wasn’t inventing a new channel — it was earning permission to operate closer to the shelf.
By grounding the narrative in agency realities, avoiding RMN fatigue, and positioning proximity as the core advantage, Akru established a credible pathway to scale physical-world media activation.
Akru’s challenge wasn’t inventing a new channel — it was earning permission to operate closer to the shelf.
By grounding the narrative in agency realities, avoiding RMN fatigue, and positioning proximity as the core advantage, Akru established a credible pathway to scale physical-world media activation.
Branding / UX/UI
Velvet Signal Lab
As an emerging AI company, Velvet Signal Lab needed to balance innovation with trust. We created a brand identity that feels sophisticated yet accessible.