Stationary retailers can use WhatsApp marketing to digitize their shoppers in stores and move from non-personalized mass communication (digital leaflets) to personalized offer communication. In cooperation with the industry, WhatsApp becomes a playout channel for retail media.

With the declining effect of TV and other brand-building channels, the consumer goods industry can thus play out "brand-activating" messenger interactions at the POS  - personalized to the shopper and yet fully GDPR-compliant, because the personal data remains where the interaction takes place: in the WhatsApp/Messenger channel of the local retail store.