The latest research from Interpublic Group and Momentum Worldwide suggests that in-store media is under-used when it comes to targeting consumers. The Global Shopper Study reveals that shoppers are now taking two distinct journeys when it comes to shopping online versus in-store and the in-store retail media experience will be at the heart of winning the battle for their baskets.
“The industry keeps talking about in-store as the new frontier, but our research shows it’s been the frontier all along,” said Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide. “Shoppers never stopped caring about the in-store experience. If anything, they’ve continued to demand better experiences while brands have been distracted by digital transformation.”
The research reveals a striking statistic: 77% of shoppers will add unplanned items to their basket when exposed to in-store retail media. This impulse effect represents billions in potential revenue that many retailers are currently leaving untapped.
“We’ve quantified what great retailers have always known intuitively: the in-store environment drives significant unplanned purchases when properly activated,” said Amie Owen, Global Chief Commerce Officer at IPG Mediabrands. “With 48% of shoppers noticing in-store media ‘always’ or ‘often,’ the opportunity for brands is huge.”
The study also found that 79% of shoppers will consider a new brand when exposed to in-store retail media, challenging the notion that brand discovery has moved primarily online. Traditional formats remain highly effective, with sampling/demos (58%) and branded displays (55%) ranking as the most impactful in-store media vehicles
Despite years of digital transformation, 60% of consumers appreciate that in-store and online shopping serve different purposes, with only 31% wanting in-store to feel more like online experiences.
“Shoppers are telling us they don’t want a blended experience,” Johnson claims. “The 63% who shop to fulfill emotional needs at least some of the time are looking for something that digital alone can’t provide.”
“Even as AI transforms shopping, the human element of in-store remains irreplaceable,” adds Owen. “The most successful retailers will be those who leverage technology to enhance rather than replace the human connection.”
