Behind the Numbers: an EMARKETER Podcast Screens, Shelves, and Signals: Retail Media's In-Store Opportunity | Behind the Numbers Special Edition Podcast
Apr 2, 2026
Austin Leonard, VP and GM at DG Media Network, leads Dollar General’s in-store audio and sampling programs. Gabby Villjoen, VP and Head of E‑commerce at Nestlé Health Science, focuses on shopper strategy and omnichannel activation. They discuss digital screens and audio, connecting in-store exposure to purchase, attribution challenges, retailer infrastructure and measurement, and aligning teams for seamless shopper journeys.
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Digital Amplifies Not Replaces In-Store Marketing
- In-store digital should amplify existing physical marketing rather than replace it.
- Austin Leonard notes Dollar General pairs shelf signage and aisle talkers with audio to double sales growth for omni campaigns.
Make In-Store Media Feel Seamless
- Design in-store campaigns to feel like a seamless shopper experience, not disruptive media.
- Gabby Villjoen recommends a single consistent brief across teams so consumer journey remains continuous between online and in-store.
Prove Incrementality With Matched Store Holdouts
- Use holdout-store incrementality tests to measure in-store impact and meet advertiser expectations.
- Dollar General built match-market holdouts (sales, store type, assortment) and showed $278K incremental gift-card sales and 557% ROAS from in-store audio.