In this episode, Tom Limongello and Todd Sawicki sit down with Marc Walkin, CMO of QSIC, to explore the transformation of in-store audio from a background Muzak service into a dynamic, measurable media platform that gives retailers unprecedented control over their audio environment. Walkin shares the story of QSIC’s founding by two AV enthusiasts in Australia, their journey from hospitality tech to securing major clients like McDonald’s, and how their IP-based system leverages real-time point-of-sale data and AI to deliver targeted, timely audio ads. The conversation dives into the challenges and opportunities of retail media, the importance of integrating in-store and digital strategies, and why convenience stores like 7-Eleven are leading the way with innovative audio networks. Walkin also reflects on the evolving ecosystem of retail media players, the need for holistic measurement, and how new technology is making in-store marketing more accessible, effective, and exciting than ever before.

Marc Walkin has the complete retail experience being a brand manager for CPG and a brand director for retail before becoming a Retail Media service provider. That background meant that Marc was looking for an opportunity to bring retail media technology into the retail store environment. He heard the dissonance when digital media on-site and off-site was not coordinated with the trade tactics going on In-Store, and QSIC's audio-leveling technology was music to his ears. Listen for Marc's perspective on how #Retailmedia is changing with the ability to provide a clear signal in-store.

Find Marc Walkin on Linkedin

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‍Chapters

‍00:00:23 - Overview of QSIC and In-Store Audio

‍00:01:58 - The Evolution of Retail Media

‍00:02:40 - Diverse Ecosystem of Retail Media Players

‍00:03:40 - Challenges for Retailers in Creating Media Networks

‍00:04:26 - Emergence of New Players in Retail Media

‍00:05:44 - Discussion with Mark Walken from QSIC

‍00:06:25 - History and Founding of QSIC

‍00:07:55 - Innovations in In-Store Audio Technology

‍00:10:33 - Real-Time Ad Creation and Targeting

‍00:12:08 - Changing Perceptions of In-Store Audio

‍00:13:40 - The Untapped Potential of In-Store Media

‍00:16:50 - The Role of Audio in Retail Media

‍00:18:03 - The Importance of Coordinated Marketing Efforts

‍00:20:39 - Challenges in Measuring In-Store Effectiveness

‍00:22:00 - The Need for Holistic Retail Media Strategies

‍00:24:00 - Future of Retail Media and Collaboration

‍00:27:40 - Conclusion and Future Insights

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