South Africa, Oct. 29 -- We can measure the advertising that reaches people before a visit. We can measure whether visits to a store change. The till tells us what was bought. But much of the decision-making between the entrance and the checkout remains a blind spot. Which deal caught someone's eye? Did a recipe prompt them to consider another product? Did they find the promotion they came in for?

That blind spot is enormous in South Africa. World Wide Worx expects online retail to account for about 10% of national retail turnover in 2026, leaving roughly 90% offline, much of it in physical stores. Retail media needs a clearer view of what shoppers engage with while they are there.

For years, the printed catalogue helped retailers bring...