{"id":8704,"date":"2025-05-16T09:44:11","date_gmt":"2025-05-16T08:44:11","guid":{"rendered":"https:\/\/colateral.io\/en\/?p=8704"},"modified":"2025-05-19T13:18:55","modified_gmt":"2025-05-19T12:18:55","slug":"the-importance-of-in-store-retail-media","status":"publish","type":"post","link":"https:\/\/colateral.io\/en\/blog\/the-importance-of-in-store-retail-media\/","title":{"rendered":"The Importance of In-store Retail Media"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">As the retail media landscape evolves, retailers are looking where to focus their investments, and brands are faced with a critical decision: how to maximise the potential of connected online and in-store marketing. The narrow focus on e-commerce retail media has led to a misaligned situation that is missing the <a href=\"https:\/\/colateral.io\/en\/blog\/why-is-in-store-important-for-retail-media-7-reasons-to-focus-on-selling-in-store-retail-media-to-brands\/\">powerhouse opportunity that is in-store media<\/a>. Examples of this myopia include the reality that:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>84% of retail sales<\/b><span style=\"font-weight: 400;\"> still happen in stores<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In-store media reaches a <\/span><b>70% larger audience<\/b><span style=\"font-weight: 400;\"> than digital ads, targeting people ready to make purchases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/colateral.io\/en\/blog\/impulse-buying-using-in-store-marketing-to-boost-spontaneous-purchases\/\">Stores fuel impulse buys<\/a>, with <\/span><b>61.6% of shoppers<\/b><span style=\"font-weight: 400;\"> saying they\u2019ve bought items promoted on in-store media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>72% of brands would spend more in retail media<\/b><span style=\"font-weight: 400;\"> if they had an omnichannel solution\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It is a <\/span><b>highly lucrative revenue stream<\/b><span style=\"font-weight: 400;\"> for retailers faced with rising costs<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With the majority of retail purchases still happening in physical stores, in-store retail media advertising provides unique advantages that can drive brand visibility, increase conversions, and foster stronger customer loyalty. Here\u2019s why it is just as important\u2014if not more so \u2014than online channels, for retailers and brands alike.<\/span><\/p>\n<h2><b>Why In-Store Retail Media Is So Powerful<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In-store retail media has proved to be highly influential on consumer behavior. It reaches shoppers right when they are primed to buy. It offers reach, quality, and effectiveness often greater than digital channels, allowing access to audiences comparable to major broadcast TV. For brands, this in-store visibility near the point of sale maximises customer engagement in a <a href=\"https:\/\/colateral.io\/en\/blog\/how-do-you-control-branded-media-in-stores\/\">brand-safe, physical environment<\/a>.<\/span><\/p>\n<h2><b>Moving Omnichannel Retail Media Forward<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In-store and online retail media shouldn\u2019t compete\u2014they should complement one another. A unified retail media strategy blends the best of digital and physical marketing, creating a full-funnel approach that captures customers across their entire shopping journey. In-store media improves brand discovery when compared to online advertising, helps guide purchasing decisions, and increases the likelihood of future engagement online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maintaining a cohesive brand narrative across digital and physical channels provides an integrated, omnichannel experience.\u00a0<\/span><\/p>\n<h2><b>Real-World Impact Over Closed-Loop Metrics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the primary challenges of evaluating in-store retail media has been measuring impact as precisely as digital channels (although with the right technology, it can come pretty close). However, in-store success isn\u2019t solely about direct attribution\u2014it\u2019s about real-world influence.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shoppers often browse in-store before purchasing online, highlighting the need to track broader metrics like customer spend and brand loyalty, which reflect true engagement across channels. Physical stores create memorable experiences, strengthening customer relationships and lifetime value.<\/span><\/p>\n<h2><b>Physical stores remain the primary shopping hub<\/b><span style=\"font-weight: 400;\">. <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This year, e-commerce is still only expected to account for 20.1% of purchases, growing to 22.6% by 2027. <strong>Physical retail remains dominant.<\/strong>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Investing in a hybrid strategy that leverages both in-store and digital channels allows brands to use physical spaces to increase awareness and conversions, drive engagement and further amplify their online messages, while generating important revenues for retailers outside of product sales.<\/span><\/p>\n<p><strong>If you&#8217;re a retailer looking to differentiate your retail media offering and give brands an exceptional experience that allows them to seamlessly buy media across any channel in a single workflow, get in touch with us today: <a href=\"mailto:hello@colateral.io\">hello@colateral.io<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the retail media landscape evolves, retailers are looking where to focus their investments, and brands are faced with a critical decision: how to maximise the potential of connected online and in-store marketing. The narrow focus on e-commerce retail media has led to a misaligned situation that is missing the powerhouse opportunity that is in-store [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":9514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[408,409,404,361,403,405,402,407,406,349,401],"class_list":["post-8704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised","tag-driving-retail-media-revenues","tag-growing-retail-media-revenues","tag-how-to-sell-in-store-retail-media","tag-in-store-retail-media","tag-in-store-retail-media-buying","tag-in-store-retail-media-for-brands","tag-in-store-retail-media-tips","tag-navigating-retail-media","tag-omnichannel-retail-media","tag-retail-media","tag-the-importance-of-in-store-retail-media","type-retail-media","type-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - 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