In today’s competitive retail landscape, where 84% of retail sales continue to occur in-store, engaging consumers at the point of purchase is more critical than ever (Emarketer, May 2024). Vibenomics recognizes that in-store advertising gives brands and advertisers a unique opportunity to influence shopper behavior at the moment of purchase decisions.
To better understand this dynamic, Vibenomics conducted a comprehensive survey with Suzy Market Research that gathered insights from 1,070 shoppers between the ages of 18 and 73. These participants, all of whom identified as primary or shared shoppers of their household, provided valuable perspectives on the shopping journey and the impact of in-store advertising on purchase decisions. The findings of this survey offer a deep dive into the power of in-store advertising and its pivotal role in influencing shopper behavior in today’s retail environment.
The Opportunity In-Store Presents
With 92% of grocery store consumers and 86% of drug store consumers shopping in-store, the potential for in-store advertising is vast. Unlike digital ads that can be easily ignored or blocked, in-store advertising engages consumers in the physical aisles, right where they make their purchases. Consumers gravitate toward in-store shopping for several compelling reasons. A significant 69% of shoppers value the immediacy of purchase, ensuring they can walk out with products in hand. Another 50% appreciate the tactile experience of interacting with products, while 49% find comparing products and prices in-store easier. Additionally, 47% enjoy discovering new products they might not have encountered while shopping online.
These consumer preferences highlight a unique advantage for brands and retailers: in-store advertising can directly influence purchase decisions by capitalizing on consumers’ desire for immediacy, tangibility, and discovery. With a captive audience already primed to buy, in-store advertising is a powerful tool that transforms foot traffic into tangible sales growth.
In-Store Advertising Captivates Consumers
The data shows that 37% of shoppers noticed the audio played by Vibenomics in-store, while 30% noticed digital shelf displays/screens. This high level of awareness and attentiveness demonstrates the value of in-store digital advertising for brands and retailers, as it effectively captures consumers’ attention in a busy retail environment.
Further analysis reveals why in-store audio catches shoppers’ attention:
- 63% of shoppers mentioned it informed them about a promotion or sale.
- 48% found it clear/noticeable.
- 40% noted that it introduced them to a new brand or product.
- 36% found it unique and creative.
- 31% said it directed them to where the product was in-store.
These insights highlight how in-store audio effectively engages consumers and drives them to take action.
In-Store Advertising Influences Action
Moreover, the data indicates that in-store advertising prompts action among shoppers. After hearing the ad, 37% of shoppers located the advertised product in the store, and 35% purchased the advertised product or a similar product. This data highlights the persuasive power of in-store digital advertising to drive sales, grow share of voice, and defend against competitors.
In-Store Advertising Impacts Omnichannel Activity
The impact of in-store advertising extends beyond the physical store and influences activity within other channels. After hearing the audio ads:
- 25% of shoppers searched for the product on the retailer’s app or website.
- 17% of shoppers purchased the product on the retailer’s app or website.
Additionally, 64% of consumers indicated that stores must seamlessly integrate their online and in-store shopping experiences. This data demonstrates the importance of a cohesive omnichannel marketing approach, where in-store advertising is crucial in driving both onsite and offsite engagement.
In-Store Advertising Is Informative, Engaging, and Persuasive
Identifying what matters to in-store shoppers enables brands to design impactful creative that resonates with shoppers and influences purchase decisions. Vibenomics Creative Studios creates quality and impactful audio ads that bring brands to life as shoppers browse the aisles. By incorporating catchy jingles, humorous elements, and unique sound effects, our team can help brands create dynamic campaigns that resonate with consumers.
57% of shoppers indicated that in-store audio advertising is informative, while:
- 45% considered it engaging.
- 40% found it persuasive.
These findings underscore the effectiveness of in-store advertising in creating a lasting impression on consumers. By leveraging the power of sensory engagement, retailers can significantly enhance the shopping experience in a meaningful way for consumers.
Conclusion
The data collected by Vibenomics demonstrates the effectiveness of in-store advertising, particularly in-store audio, in engaging consumers and driving sales. With a high level of noticeability, the ability to influence action, impact omnichannel activity, and inform, engage, and persuade shoppers, in-store digital advertising emerges as a powerful tool for brands and retailers looking to enhance their marketing efforts. By leveraging the unique advantages of in-store advertising, brands can take their advertising strategies to the next level with Vibenomics.
About Suzy Market Research
Suzy is a cutting-edge, real-time consumer insights platform trusted by over 400 enterprises across 22 industries. Suzy integrates quantitative and qualitative data with high-quality audiences into a single connected research cloud, providing businesses with the insights they need to make informed decisions quickly and efficiently.
Getting Started with Vibenomics
Vibenomics, a Mood Media Company, is the leading in-store digital provider with an in-store network that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today.
Source: Vibenomics In-Store Advertising Suzy Market Research Report, July 2024
