Grocery shopping has always been a deeply personal experience. It’s how we feed and nourish ourselves and our loved ones. And while the human-to-human connection will always play a role, shoppers today expect convenience, relevance, and value whether they are browsing grocery aisles or preparing their list from their couch.
That’s where we see in-store retail media shine.
As we heard at Shoptalk, in-store media isn’t just a trend, it’s a strategic imperative. With 80% of U.S. shopping still happening in-store, it’s imperative for brands and retailers to make the channel a focus area.
A Shopper-Centric Approach
When done well, in-store media can enhance the shopping experience. Whether it’s a recipe idea while you're scrolling on your phone, a personalized offer as you enter the store, or a timely reminder at the shelf, these moments are designed to meet shoppers where they are, in context, and with relevance.
Even something as simple as a digital coupon accessed via QR code at the shelf can provide real value, helping shoppers save on a product they’re already considering without friction or distraction, especially during these price sensitive times we are in. These low-barrier touchpoints can influence brand choice, encourage trial, and support those last-minute, in-aisle decisions that define the final cart.
The Reality: Retail Media Is Evolving
In-store retail media is projected to exceed $1B by 2028, with its growth outpacing that of online retail media. That momentum is driven by two major shifts:
- Omnichannel habits: Shoppers move fluidly between digital and physical touchpoints. Opening a new store, for example, increases that retailer’s web traffic by 37%.
- Receptive moments: Whether they’re planning dinner, running errands, or shopping for a celebration, consumers are more receptive to media that supports their mission when and where it matters most, with 41% of shoppers saying they would spend more if their shopping experience was highly personalized
As shopper expectations continue to shift, the industry must too.
Retailers who embrace in-store media from a shopper-centric lens aren’t just “keeping up”, they are stepping into a more intentional role as part of the customer’s shopping journey.
Want to see this in action? See how one leading retailer used Inmar’s platform to unify online and in-store efforts, driving 750MM digital offers downloaded in one quarter.
A powerful reminder that when personalized offers meet shoppers where they are, whether that’s online or in-store, everyone wins.