In the dynamic world of retail, every interaction is crucial. Retail media has emerged as a tool to capture customers’ attention at the moment of purchase decision. These advertising and communication strategies encompass both digital and physical realms. In this blog, we discover In-Store Retail Media and its impact on the retail world.
Retail media emerged as an innovative and effective strategy to adapt to changes in media consumption habits. This tool allows for redistributing marketing investments into environments where brands can directly influence modern consumers’ purchase decisions.
What is in-store retail media?
Retail media in-store refers to advertising and marketing strategies implemented directly within a physical retail environment. Its goal is to influence the consumer at or near the point of purchase.
Imagine walking into a store and seeing a screen displaying the day’s promotions. As you walk through the aisles, you notice POP signage highlighting deals and new products. You reach the beverage refrigerator section and receive a discount coupon for your favorite brand on your mobile. At the checkout, a display of impulse products tempts you to add something extra to your purchase.
This flow of interactions is an example of in-store retail media, where each step is designed to influence and enhance your shopping experience in a personalized and direct way.
In-store retail media formats
In-store retail media can take multiple forms, each with its advantages and applications:
1. Static Formats
Brand corners, product demonstrations, and POP (posters, banners, and floor stickers) are examples of static media that can draw attention to specific products or promotions. These formats are ideal for informing and guiding customers throughout the store.
2. Digital Formats
Interactive screens, shopping carts equipped with technology, electronic shelf labels, handheld scanners for QR or barcodes, and retailer apps are examples that offer immersive and personalized shopping experiences.
3. Advanced Digital Formats
Evolving technologies such as artificial intelligence, edge computing, sensors, and beacons can enhance existing digital formats, providing an even more immersive and shopper-oriented experience.
Benefits of in-store retail media
In-store retail media offers retailers and advertising brands multiple benefits, from increasing sales to enhancing the customer experience.
Nearly 50% of respondents said they are very likely or likely to pay attention to in-store advertising.
1. Direct Influence at the Point of Sale
Consumers are more receptive to advertising messages when they are in shopping mode. According to Grocery TV surveys, 87% of consumers accept or have a positive attitude towards in-store advertising, and nearly 50% of respondents said they are very likely or likely to pay attention to this advertising.
2. Highlight Promotions and Offers
Effective use of digital signage and other formats allows stores to highlight competitive prices, special promotions, and limited-time offers, attracting more customers and increasing sales.
3. Encourage Impulse Buying
Strategically placed visual and tactile displays can capture shoppers’ attention and motivate them to make additional purchases by promoting complementary products and exclusive deals
4. Personalized Messages
Advertisers can send real-time messages or coupons to customers’ mobile devices when they enter a specific store area, offering personalized promotions and content.
5. Strengthening Brand Presence
By consolidating their visual and promotional presence within the store, brands can reinforce their image and positioning in the consumer’s mind. This improves brand perception and also differentiates it from the competition.
How Frogmi®Helps Implement In-Store Retail Media
Each store is unique, with different realities, customers, and product mixes. Therefore, designing specific marketing actions for each store is the best option to optimize results.
However, this represents a significant challenge for marketing and trade marketing teams, who must be able to plan, communicate, and delegate the implementation to each store. Additionally, uncertainty about proper execution and lack of rigorous monitoring can affect promotional campaign performance and hinder informed decision-making.
At Frogmi® we understand this reality and offer a platform that facilitates the efficient execution of promotional campaigns, commercial actions, and in-store displays. With Frogmi®, you can automate the communication, execution, and deployment of these initiatives across all locations, considering each one’s particularities. You can also generate corrective actions in case of inconsistencies and obtain real-time insights into your campaigns’ performance.
In-store retail media is more than a trend; it is a natural evolution in how brands and retailers interact with consumers. Leveraging it correctly allows brands to increase sales and significantly improve the customer experience.
