How to Train Store Staff and Get Buy-In for Retail Media Programs

Why Staff Buy-In Matters

Store associates are exposed to in-store media for 8+ hours per day. If they find the advertising annoying, repetitive, or disruptive, they will find ways to sabotage the program — turning down volume, unplugging media players, or complaining to management until the program is scaled back. Conversely, engaged staff who understand the program's value become advocates who report technical issues quickly and maintain the equipment.

Training Framework

Initial Training (Before Launch)

• Why we're doing this: Explain that retail media generates revenue that supports store investments, staffing, and bonuses
• What it means for them: Honestly address that they'll hear ads throughout their shifts
• What control they have: Show them any volume controls, content feedback mechanisms, and escalation paths
• How to report issues: Clear process for reporting technical problems, inappropriate content, or excessive repetition

Ongoing Communication

• Share monthly revenue figures or store-level performance to reinforce the program's value
• Acknowledge feedback and show that it leads to changes (reduced frequency, removed annoying spots)
• Celebrate milestones — "our store's retail media program generated $X this quarter"

Giving Store Teams Appropriate Control

Volume Control

Allow store managers to adjust volume within a defined range (e.g., ±20% from default). This provides a sense of control without letting stores mute the program entirely.

Emergency Override

Provide a way to quickly pause advertising during emergencies, power outages, or special events.

Content Feedback

Create a simple channel (app, form, or email) where associates can flag specific ads that are problematic — too loud, too frequent, inappropriate, or factually incorrect.

Common Staff Complaints and Solutions

• "The same ad plays constantly": Implement stricter frequency caps and rotate creative more often
• "The ads are too loud": Normalize audio levels and give store managers volume control
• "The music is worse now": Maintain high music quality — don't sacrifice the music experience to fit more ads
• "The screen is broken and no one fixes it": Establish SLAs for equipment repair with your technology partner