{"id":8461,"date":"2025-05-08T14:54:37","date_gmt":"2025-05-08T13:54:37","guid":{"rendered":"https:\/\/colateral.io\/en\/?p=8461"},"modified":"2025-05-19T13:28:37","modified_gmt":"2025-05-19T12:28:37","slug":"in-store-is-an-owned-retail-media-asset-that-is-terribly-underutilised","status":"publish","type":"post","link":"https:\/\/colateral.io\/en\/blog\/in-store-is-an-owned-retail-media-asset-that-is-terribly-underutilised\/","title":{"rendered":"In-store is an owned retail media asset that is terribly under-utilised"},"content":{"rendered":"

The research speaks for itself, in-store sales make up 70%+ of purchases and the vast majority of buying decisions are made in-store. And yet, physical retail environments are frequently under-utilised. This is especially true when it comes to Retail Media.<\/span><\/p>\n

Strong Demand and Proven Effectiveness<\/b><\/h2>\n

The \u2018why?\u2019 isn\u2019t a lack of demand or results. In fact, recent research from our friends at Turbyne<\/a> found that <\/span>nearly three-quarters (74%) of brands consider in-store media \u201ceffective\u201d or \u201cvery effective.\u201d<\/span><\/a><\/p>\n

Not only that, but <\/span>70% of brands said they would increase their investment by an average of 23% if in-store tactics were combined with digital<\/span>. And, <\/span>nearly half (47%) of brands would start spending with midsize retailers if digital tactics were unified in-store for maximum scale<\/span><\/a>.<\/span><\/p>\n

Perceived Challenges in Implementation<\/b><\/h2>\n

So, why is in-store retail media still in its infancy? One of the main reasons is the perceived difficulty of planning, managing and reporting on physical inventory across the estate. And, making sure that online and offline channels are synchronised.\u00a0<\/span><\/p>\n

Retail media cannot reach its potential without in-store<\/b><\/h2>\n

With the right tools, incorporating in-store to your retail media offering can be surprisingly simple. And, the benefits are undeniable:<\/span><\/p>\n