Why are in-store screens still managed like it’s 2005? How retail marketers can own the physical channel too

Retailers pour millions into digital campaigns, only to lose momentum when it comes to the screens inside their stores. In-store screens are still excluded from modern content workflows, forcing creative teams to rely on legacy systems or IT bottlenecks that drain agility. The blind spot in the marketing stack isn’t strategy, but the fractured tech underneath: siloed DAM, CMS, and AV platforms that were never built to work together.

In this masterclass, Fugo and Canto unpack why screens have been left behind - and show how a leading UK athleisurewear brand is rewiring its workflow to give marketing and visual merchandising a bigger stake in the physical channel.

What you’ll learn:

• The reason retail screens remain disconnected from content workflows
• Why the roadblock isn’t tactical, but technical - and why strategy alone can’t fix it
• A case study in restructuring content ops to put marketing and VM teams back in control of on-screen content