Control the Controllable | Clear Channel
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Control the Controllable

Retail strategy for the real world

Retail is here to stay, virtually and physically

Today’s customer journey is dynamic and physical spaces are evolving to be multi-mission. From enabling consumers to encounter new brands, to supporting the omnichannel shopping experience – bricks and mortar stores are here to stay.

With online grabbing the headlines, it's In-store shopping that makes up the bulk of retail sales (for real!). UK retail spend has topped £57bn in 2022 and 60% is offline, happening in high streets and malls across the country. So, as brands look to protect and grow their market share, it’s not a question of whether you need to try to influence spend offline, but how.

You can still impact decisions at the point of sale, the challenge is knowing which of the many channels to focus on. Our new research study ‘Control the Controllable’ uncovers which channels brands can effectively control for maximum influence - explore the key findings below.

Already sold? To see the full 'Control the Controllable' insight deck, fill in the form using the link below and one of our team will be in touch.

New Balance Shoes ad on a digital screen in a busy shopping mall

Retail strategy for the real world

‘Control the Controllable’ deconstructs the complex world of retail strategy, offering an understanding of which media channels you can effectively control for maximum offline influence. Exploring the concepts of ‘Net Positive Effectiveness’ (ranking consumer touchpoints that have a positive impact on purchase decisions) and ‘Control’ (the extent to which a brand can control these touchpoints), our new research series is packed with invaluable insight for brands looking to captivate real people, in real environments, for real results.



of ALL retail spend is offline



of shoppers are still making essential brand decisions while shopping



of offline buyers say OOH influenced their last offline purchase

Adshel Live & Malls Live – the dynamic duo

Many channels can influence consumer spend, but only a handful have the superpower to deliver real impact which you can also exert significant control over. Whether your brand is sold exclusively through your own retail outlets, as a stocked product or online, there’s one clear hero - OOH.  

Located on busy high streets across the country, Adshel Live is the UK’s largest digital Out of Home network. Its scale and flexibility provide a platform for brands to deliver real-world brand-building campaigns and targeted activations. 

And with Malls Live, brands also have the perfect opportunity to connect with millions of shoppers across the UK’s leading malls, with stunning, full motion video that’s as flexible as you need it to be. It all adds up to far-reaching, attention-grabbing advertising that’s planted precisely at the heart of retail, for real!  

Digital phone box screen showing H&M ad
02  Insight deck

See the full research

We'd love to help you get the most from your Out of Home campaigns. To arrange a presentation to see the 'Control the Controllable' research deck, or to get a copy sent to your inbox, fill in the form below and one of the team will be in touch.