Trip Report: Retail & Commerce Media Activations in Poland

I recently spent a week in Poland on a family trip, and while I didn't have nearly as much time for retail media recon as I would have liked, I came away with a few observations that I found genuinely fascinating. From the country's enormous network of parcel lockers being turned into advertising surfaces, to the surprising density of Żabka convenience stores, there is a lot happening in Polish retail and commerce media. In this episode, I walk through four things that caught my attention on the ground: the emergence of parcel lockers as an out-of-home media network, what I observed about connected TV and retail destinations, Żabka's rapidly expanding in-store digital network, and Rossmann's huge footprint of digital screens. I also dig into how differences in privacy regulation between Europe and the US can shape the media opportunities available to retailers and advertisers. This episode is sponsored by GrowthLoop (http://go.growthloop.com/Gopuff) Timeline [01:24] - Discovering Poland's extraordinary network of 73,000 parcel lockers [03:00] - How parcel lockers accidentally became a new out-of-home advertising surface [04:09] - Seeing P&G CTV ads with Polish retail destinations like Allegro and Media Expert [06:01] - How GDPR and US privacy regulations create different retail media dynamics [08:01] - Why Żabka has more than 13,000 stores — and what I noticed about its growing in-store media network [10:00] - Exploring Żabka's digital screens and the early stages of its third-party advertising business [11:26] - Rossmann's 6,000 screens and its move toward programmatic in-store media Links & Resources • Read the blog version of this piece (http://retailmediabreakfastclub.com/t...) for photos of the retail media activations I saw in Poland • Read my related articles: • Trip Report: Retail & Commerce Media Activations in Australia (https://retailmediabreakfastclub.com/...) • The UK Takes A Run At Retail Media Aggregation (https://retailmediabreakfastclub.com/...) • In-Store Retail Media Evolved Differently in Europe. Here's Why. (https://retailmediabreakfastclub.com/...) • Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series talking shop: latest episode (https://www.thedrum.com/tv/video/show...) • I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub (  / retailmediabreakfastclub  ) • Subscribe to Retail Media Breakfast Club's daily newsletter (https://www.retailmediabreakfastclub....) • Follow Kiri Masters on LinkedIn (  / kiri-masters  )