presenting their message to consumers while they are navigating the path to purchase. In the UK, one of the first agencies to specialise in this space was RMI (Retail Marketing International), who developed a "software operating system" known as BASE; a platform used by retailers and CPGs to run their shopper marketing. Other shopper marketing agencies in the UK include: GIG Retail, Result Marketing, and Capture Marketing. Traditional advertising agencies are beginning to understand the power of shopper marketing, in light of the overall share of traditional marketing budgets being directed more towards "shopper" and "digital" media, away from less efficient and less quantifiable media such as TV, local press, and radio. Networks Retail media networks are channels spanning individual retailers or a multitude of retailers. They can range from static posters, point-of-sale material, audio, visual or digital materials, and many things in between. Networks can therefore provide narrowcast and broadcast audience buying solutions. As shoppers spend time in stores, it becomes difficult for them to avoid in-store advertising and this can benefit advertisers, who not only can ensure their campaigns are seen, but that they can also be acted upon, especially if the advertised product is available in the store. Retail media networks now offer accountability in providing audience measurement techniques in the same way as traditional broadcast or print media. See also Digital signage Retail Retail design Signage Visual merchandising References The 1995 POPAI Consumer Buying Habits Study (Point-of-Purchase Advertising Institute, Englewood, NJ). The Arbitron Retail Media Study Volume I: The Impact of Retail Audio Broadcasting (Arbitron). Advertising Advertising by medium New media Media Promotion and marketing communications Retail store elements