The holiday season is here, and shoppers are eager to tackle their gift lists, find festive décor, and score seasonal deals. The holidays are essential for brands and retailers to capture attention and drive sales. Recent survey data from Vibenomics and Suzy Market Research reveals unique opportunities to connect with shoppers through in-store advertising. In this guide, we’ll share insights on engaging more holiday shoppers and maximizing sales this season.
Embrace the In-Store Shopping Surge This Holiday Season
A significant 80% of holiday shoppers plan to shop in physical stores. Whether picking up gifts, holiday décor, or festive foods, shoppers visit grocery stores, discount retailers, home improvement stores, and drugstores. Here’s the breakdown of where shoppers are heading:
With so many consumers opting to shop in-store, it’s the perfect time for brands to leverage in-store advertising—especially audio and digital display—to capture attention, influence buying behavior, and drive impulse purchases.
Understand Why Shoppers Are Heading In-Store
During the holiday season, shoppers flock to physical stores for several vital reasons, each of which presents an opportunity for brands to tailor their in-store advertising campaigns and drive sales:
66% Value the Immediacy of Purchase – They Want Products Now, Without Waiting for Shipping: Many holiday shoppers are eager to get their hands on gifts immediately rather than waiting for delivery.
54% Appreciate the Ability to Interact with Products in Person When Selecting Gifts or Décor: Shoppers enjoy the tactile experience of seeing, touching, and testing products in person.
53% Enjoy Discovering New Products – It’s the Perfect Time to Highlight Seasonal Offerings: The holidays are prime time for introducing exciting, seasonal items that customers can’t find anywhere else.
46% Prefer the Ease of Comparing Products and Prices In-Store: For many shoppers, comparing products and prices on the spot is a significant advantage of in-store shopping.
In-store advertising allows you to engage with shoppers right at the point of decision, increasing the chances of a purchase. Tailoring your messaging to these motivations—through an engaging audio ad, a digital display, or an interactive product showcase—can significantly boost sales.
Drive Impulse Purchases with In-Store Promotions
The holidays are a prime time for impulse buying, and in-store promotions are vital to tapping into this behavior. According to Vibenomics Oct. 2024 Suzy data, 70% of holiday shoppers say in-store promotions influenced impulse purchasing decisions.
Strategic in-store promotions, such as limited-time offers, flash sales, or buy-one-get-one deals, can spark immediate action. For example, an audio ad highlighting a seasonal discount on holiday gifts or exclusive treats can grab attention and prompt shoppers to add extra items to their baskets. With shoppers increasingly looking for last-minute deals, well-timed promotions can significantly impact sales.
Leverage Shopper Motivations: Price, Quality, Brand, and Promotions
Understanding what drives holiday shoppers can help brands craft in-store ads that resonate and motivate action:
By focusing your in-store ads on these motivators, you can effectively engage with holiday shoppers and increase sales.
There’s Never a Bad Time to Reach Holiday Shoppers
When it comes to holiday shopping, timing matters. And the good news is, there’s never a wrong time to reach shoppers. Data shows that:
Reaching holiday shoppers early can help capture their attention and boost sales throughout the season. The holidays aren’t just limited to December—many shoppers are already in the buying mindset in October and November, so it’s essential to connect with them early.
Capture Attention During Key Shopping Moments
Holiday shopping peaks around critical events like Thanksgiving, Black Friday, Hanukkah, Christmas, and New Year’s. Align your in-store promotions with these moments for maximum impact. Use dynamic audio and digital ads to build excitement during Thanksgiving and Black Friday, shift to Christmas-themed promotions as the season progresses, and highlight New Year’s offers.
Conclusion: Maximize Your Reach with In-Store Advertising
With most holiday shoppers choosing to shop in-store, the holiday season presents a unique opportunity to ramp up your in-store advertising efforts. By strategically using audio ads and digital displays to highlight seasonal products, promotions, and critical shopper motivations, you can effectively reach more shoppers and drive higher sales throughout the season.
Ready to make the most of this festive shopping season? Engage your audience where they’re shopping—inside the store—and boost your holiday sales today!
Getting Started with Vibenomics
Vibenomics is a leading in-store advertising provider, reaching over 170 million unique shoppers and 1 billion shopping visits monthly. Our platform enables brands to deliver impactful audio, display, and experiential ads to engage shoppers in real-time.
Are you looking to elevate your retail strategy this holiday season? Click here to get started with Vibenomics.
Source: Vibenomics Holiday Shopping Suzy Survey, October 2024
As retail media networks expand, standardized measurement is more crucial than ever. In an omnichannel world where in-store media and digital advertising converge, brands and retailers need consistent metrics to evaluate the true impact of their campaigns. Standardization ensures accuracy, transparency, and comparability across retail environments, driving better decision-making and optimizing campaign performance.
In September 2024, IAB US and IAB Europe introduced the In-Store Retail Media: Definitions and Measurement Standards guide to address the complexities of in-store advertising measurement. This guide represents a pivotal move toward creating a unified approach for evaluating retail media, particularly in-store advertising, which needs a standardized framework.
Why Standardized Measurement Matters for Omnichannel Retail Media
Retail media networks offer unparalleled opportunities for brands to engage shoppers at key touchpoints, but measuring campaign success needs to be more consistent. Historically, in-store and digital advertising have used different methods to assess audience impressions and campaign performance, making it difficult for marketers to compare data and optimize their omnichannel strategies. The lack of standardized metrics has led to fragmented insights, missed opportunities, and challenges linking in-store media exposure to tangible outcomes like sales.
The IAB guide aims to alleviate these issues by introducing a unified measurement framework covering critical in-store advertising areas. This effort aligns in-store media with digital advertising, allowing brands to track and compare campaign performance across channels seamlessly.
Key Areas of the IAB In-Store Retail Media Standards
Vibenomics Commitment to Standardization and Transparency for In-Store
At Vibenomics, we are at the forefront of addressing the challenges of in-store media measurement. Our recently released white paper, “In-Store Impressions Unlocked: To the Roof, Under the Roof, In the Zone,” offers essential insights for brands and retailers navigating the complexities of in-store audiences. This white paper paves the way for a more standardized, transparent, and practical approach to in-store media by addressing inconsistent measurement methods and providing actionable insights.
We are committed to aligning with the new industry standards outlined by the IAB, particularly as they relate to the crucial aspects of audience tracking, ad delivery, and sales measurement within the store environment. Our white paper focuses on critical areas such as:
Download your copy of the white paper today to learn how to optimize your in-store campaigns with a standardized approach to measurement.
The Road Ahead: A New Era of Retail Media
The IAB’s new measurement standards mark a turning point for omnichannel retail media. By aligning in-store metrics with those of digital advertising, brands and retailers can achieve:
Conclusion
An industry-wide commitment to standardization is critical for retail media to reach its full potential. The IAB’s new standards provide the framework to accurately measure the impact of in-store advertising and integrate it into a broader omnichannel strategy. As the industry adopts these standards, brands and retailers can look forward to a more transparent, efficient, and effective retail media ecosystem.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises over 700 leading media companies, brands, agencies, and technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. For more information about IAB, click here.
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!
Fall is upon us, bringing a shift in consumer behavior that presents an exciting opportunity for brands and retailers. With the crisp air and vibrant colors come eager shoppers, ready to purchase everything from pumpkin-spiced treats to Halloween decorations. According to surveys recently conducted by Vibenomics and Suzy Market Research on Fall and Halloween shopping behaviors, this season offers unique opportunities for businesses to engage with customers directly where they shop—in-store. Let’s explore the key data points from these surveys and how in-store advertising can help you effectively reach more fall shoppers this season.
Embrace the In-Store Fall Shopping Surge
Shoppers are overwhelmingly planning to do their fall shopping in-store, with 83% indicating this preference. Whether stocking up on seasonal items or Halloween goodies, most consumers will visit grocery stores, dollar/discount stores, home improvement stores, and drugstores. Here’s a breakdown:
With a significant percentage of shoppers heading in-store, your brand can connect with them right where they make purchase decisions. In-store advertising—especially audio and digital signage ads—can catch shoppers’ attention, influence their buying behavior, and boost impulse purchases.
Capitalize on Seasonal Product Popularity
Fall shoppers are searching for specific seasonal items. According to the surveys:
Promoting these items in-store can significantly boost your sales. Shoppers have already indicated their intent to purchase these products, and in-store advertising is your direct line to influence their final choice. For instance, engaging audio ads highlighting the flavors of your seasonally-themed desserts or beverages can tap into their cravings and push them toward an impulse purchase.
Drive Impulse Purchases with Strategic In-Store Promotions
The data shows that in-store promotions are incredibly effective in driving impulse purchases:
This is where in-store audio advertising shines. By creating captivating and timely promotions, you can encourage shoppers to add those extra items to their baskets. For example, audio ads that creatively promote a temporary price reduction (TPR) on Halloween candy or a limited-edition seasonal treat can immediately capture shoppers’ attention and prompt them to buy.
Leverage Key Shopper Motivations: Price, Quality, Variety, and Promotions
Consumers prioritize price, quality, and variety when shopping for fall items. Similarly, price, variety, and promotions/sales are the top considerations during Halloween. Here’s how you can use this to your advantage:
By tailoring your in-store audio ads to focus on these motivating factors, you can better align with what matters most to shoppers and drive higher engagement and conversion rates.
Engage Shoppers Across Multiple Retail Formats
The data indicates that fall and Halloween shoppers are open to more than one type of store. Grocery stores, dollar/discount stores, home improvement stores, and drugstores are all popular destinations.
This diverse shopping behavior presents a fantastic opportunity for in-store advertising to cast a wide net. Use customized in-store audio messages that speak directly to the shoppers in these different environments. For example, a message in a dollar store might focus on the unbeatable price of seasonal snacks, while a home improvement store might highlight limited-time offers on fall yard/lawn care items.
Target the Top Fall Products with Tailored Messaging
Shoppers plan on purchasing various items this fall—from seasonal treats to home decor. Your in-store advertising should highlight these key categories:
Capture Attention During Key Shopping Moments
Key shopping events like Halloween, Thanksgiving, and Black Friday mark the fall season. Align your in-store promotions with these moments to maximize engagement. For example, create memorable audio ads that build excitement for Halloween costumes or candy and shift to Thanksgiving-themed promotions as the season progresses through dynamic programmatic advertising.
Conclusion: Maximize Your Reach with In-Store Advertising
Most shoppers will be in-store this fall, making it the perfect time to ramp up your in-store advertising efforts. You can effectively reach fall shoppers and boost sales throughout the season by strategically utilizing audio ads highlighting seasonal products, promotions, and critical shopper motivations. Don’t miss the opportunity to capture your share of this in-store shopping surge—let your in-store advertising speak directly to the needs and desires of fall shoppers.
Get ready to make the most of this fall shopping season by engaging your audience where it matters most: in the store!
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.
Sources:
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:
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:
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:
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
Retail media is booming, transforming how brands engage with consumers at the point of purchase. With retail media ad spend skyrocketing from $1 billion in 2016 to an anticipated $59.98 billion in 2024 (Emarketer, 2023), it’s clear that in-store media continues to become a more critical component of modern marketing strategies. However, the true potential of in-store media remains untapped due to inconsistent measurement methods and fragmented data sources.
Vibenomics’ latest white paper, “In-Store Impressions Unlocked: To the Roof, Under the Roof, In the Zone,” addresses these challenges head-on, offering a comprehensive guide for brands and retailers on how to navigate in-store audiences and gain accurate audience insights.
Overcoming Inconsistent Measurement Methods
One of the biggest hurdles in retail media is the need for standardized metrics for measuring in-store impressions. Current methods are inconsistent because they rely on disparate data sources and varied methodologies across retail networks. This inconsistency makes it difficult for retailers to quantify the value of their in-store media inventory and for advertisers to receive reliable and consistent audience insights.
Vibenomics’ white paper presents an applicative solution by advocating for clear audibility and viewability metrics. These metrics provide a comprehensive understanding of audience sizing, providing retailers and advertisers with accurate, trusted, and reliable data.
The Digital In-Store Retail Media Opportunity
Digital in-store retail media (digital displays, audio messaging, interactive kiosks, mobile integration, and experiential marketing), offers significant opportunities for retailers looking to connect with consumers. These channels engage shoppers, influence purchase decisions, and drive sales.
The rapid expansion of retail media underscores its importance in the advertising landscape, with technological advancements enabling retailers to implement dynamic digital advertising solutions. However, to fully capitalize on this potential, retailers must overcome the evolving standards and precise methods for measuring in-store impressions. This white paper includes insights and strategies from industry leaders looking to navigate these challenges.
Understanding the Digital In-Store Audience
Retailers must clearly understand their digital in-store audience to monetize their Retail Media Networks (RMNs) effectively. However, the current approach to understanding in-store audiences must be more cohesive. The white paper highlights the importance of a comprehensive in-store audience measurement strategy, emphasizing the need for strategic partnerships, data-driven content strategies, omnichannel integration, and consumer benefits.
Identifying the Value of an In-Store Impression
Accurate audience measurement is crucial for retailers looking to maximize the value of their RMNs and advertisers looking to optimize their in-store strategies. The white paper breaks down the components of in-store impressions, such as audience detection, ad exposure, and audibility/viewability. By understanding these components, retailers can create measurable units of ad exposure that aid in identifying the reach, frequency, and impact of in-store media campaigns.
Creating the Impression Value of a Store
The white paper emphasizes the importance of a standardized approach to accurate and comprehensive audience measurement. It details the collaborative efforts of Vibenomics, Placer.ai, and Quividi to develop next-generation in-store impression calculations. By integrating diverse data inputs, these companies create a more precise and comprehensive baseline for in-store media performance.
Delivering Accurate In-Store Impressions
Vibenomics’ white paper aligns with the Interactive Advertising Bureau’s (IAB) efforts to create a unified approach to in-store impression measurement. By leveraging location analytics and in-store sensor data, retailers can gain accurate impression counts and deduplicate audience reach. This standardized framework drives greater confidence and investment in in-store retail media.
The Future of In-Store Media
As the in-store retail media industry evolves, leveraging advanced technologies and reliable data will be crucial. The white paper underscores the importance of accurate audience measurement and targeted ad placement, leading to higher ROI and improved attribution. By capitalizing on and testing frequently, retailers and advertisers can refine their in-store media strategies, optimize content, and efficiently allocate resources.
Vibenomics‘ white paper, “In-Store Impressions Unlocked: To the Roof, Under the Roof, In the Zone,” is an essential resource for brands and retailers looking to navigate the complexities of in-store audiences. This white paper paves the way for a more standardized, transparent, and practical approach to in-store media by addressing inconsistent measurement methods and providing actionable insights. Download your copy of the white paper today!
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.
In the rapidly evolving world of retail media, understanding how to measure and optimize in-store advertising is crucial. Chapters 3 and 4 of the IAB’s Digital Out of Home (DOOH) & In-Store Retail Media Playbook offer deep insights into defining in-store retail media metrics and comprehending the complexity of in-store impressions. This blog provides essential guidance for brands and retailers aiming to enhance their in-store marketing strategies.
Holistic and Focused Measurement
“When considering the measurement of in-store activity, it needs to be considered as both a single-focus (measuring the impact of the tactic in consideration), as well as holistically—how the in-store activity performs in relation to the full omnichannel marketing activity. The in-store activity not only needs to be considered as part of the whole, but also how it impacts and is impacted by other out-of-store and online activity.”
Measuring in-store activity requires a dual approach:
Both approaches are essential for a comprehensive view of marketing effectiveness, ensuring in-store activities align with onsite and offsite efforts.
Measurement Methodologies
“As retail media evolves, measurement and optimization remain at the forefront, ensuring that strategies not only resonate with consumers but also drive measurable results.”
There are two primary methodologies for measuring audience exposure to in-store retail media advertisements:
“The metrics we analyze and consider in evaluating performance have to be thought about from each of these points of view, as well as to the overall experience of the shopper with the tactic – which will impact everyone.”
Accurately measuring the effectiveness of in-store campaigns involves several metrics:
The Impression Multiplier is a factor applied to ad play counts to estimate the number of shoppers exposed to an ad. It considers:
This multiplier provides a more accurate count of meaningful impressions, enhancing ROI analysis, strategic content placement, and customer engagement.
“Each Screen or Media Device should be assigned a unique Impression Multiplier based on a number of factors including Venue and Zone foot traffic, field of view, and exposure time, and may additionally vary based on the time of day.”
The impression multiplier is found using the following:
By applying the impression multiplier, brands can:
“With the application of an Impression Multiplier, retailers and brands can achieve a more nuanced understanding of their in-store advertising performance.”
Each retail venue is divided into zones to refine the physical location of media and differentiate contextual exposure to shoppers. Zones are classified to ensure consistent measurement and comparison across different retailers.
“Zones must be overlayed to allow for Exposure and Dwell Time to be applied through location-based foot traffic, screen specific sensors, or other verifiable positioning technology.”
Various technological solutions are available (In-Store Communication, Digital Out of Home, Retail Media, and End-cap/Self Activation) for enhancing retail operations and advertising strategies. Below are key measurement considerations for those technologies:
“The decision to implement any of these technologies rests solely with the retail owner. Each retailer may adopt these technologies based on their specific needs and strategic goals.”
Beyond simple impression counts, measuring engagement quality and interaction with in-store media offers valuable insights into consumer interest and campaign performance. Metrics such as dwell time, interaction rates with touchscreens, QR code scans, and responses to audio messages should be considered across all formats. These metrics help in understanding how many consumers are engaging with the content and how deeply they are engaging with it, providing a basis for optimization and creative refinement, but how deeply consumers are engaging with the content, providing a basis for optimization and creative refinement.
Understanding and accurately measuring in-store retail media is vital for optimizing marketing strategies. By leveraging the insights and methodologies outlined in Chapters 3 and 4 of the IAB’s DOOH & In-Store Retail Media Playbook, brands and retailers can enhance their in-store advertising efforts, driving better engagement and higher ROI.
Be sure to check out Vibenomics’ latest whitepaper, In-Store Impressions Unlocked, to discover how to overcome inconsistent measurement methods to navigate in-store audiences and gain accurate audience insights!
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.
In today’s retail landscape, the in-store experience has transcended mere transactions to become a pivotal aspect of consumer engagement and brand loyalty. The IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook is an invaluable resource for brands and retailers seeking to elevate their in-store environments through strategic partnerships and innovative marketing tactics. This playbook provides key takeaways on how to leverage various in-store media, including impactful in-store audio.
The Importance of Merchandising & In-Store Shopper Marketing
Promotion is a cornerstone of effective in-store shopper marketing, encompassing a range of strategies to raise awareness and generate interest in products. According to the playbook, promotion includes:
These promotional efforts inform customers about products and offers to help create a sense of urgency or exclusivity that can drive sales.
Enhancing In-Store Marketing & Collaboration
In-store marketing engages customers right when they enter a store, using techniques such as point-of-sale displays, in-store promotions, audio, and signage to attract attention and encourage purchases. Collaboration between merchants and marketing teams is crucial for optimizing in-store space, referred to as “white space.” Proper collaboration involves strategic planning to make the most of the available retail space, ensuring products are displayed to maximize visibility and appeal.
“Visual merchandising, category management, strategic product placement, timely audio messages, and thematic digital and physical displays can significantly impact sales and customer experience.”
The playbook underscores the importance of evaluating the addition of digital screens or speakers by considering their value to the customer experience and identifying which department benefits the most, helping clarify their role in influencing purchase decisions.
Addressing Complexity & Challenges
With the rise of digital technologies, the role of media in shaping merchandising and in-store marketing has grown exponentially. These innovative strategies offer new ways to engage customers, providing dynamic content that can influence purchasing decisions. These technologies enhance the customer experience and provide retailers with valuable customer preferences and behavior data. However, the playbook notes that –
“The advent of technologies enabling reverse attribution metrics opens a new frontier in understanding the consumer journey from ad exposure to in-store action.”
Leveraging Different Advertising Formats
Audio advertising in stores is a powerful tool to influence at-shelf decision-making and impulse shopping. It goes beyond background music or spoken messages, integrating with a brand’s overall in-store digital campaign to influence purchasing behavior. 73% of shoppers who hear a Vibenomics advertisement in-store purchase the advertised product or a similar one. (Vibenomics In-Store Advertising Report – Suzy Market Research, April 2024)
“Audio messaging can also drive shoppers into the aisle to purchase an item based on that virtual experience.”
Retailtainment and Experiential Activations
Retailtainment and experiential activations transform the in-store shopping experience into an engaging and memorable event.
“In-store audio plays a crucial role in these activations, enhancing the atmosphere and guiding customers through their shopping journey.”
The playbook highlights examples of “in-aisle options being developed to bring screens into the aisle,” with audio messaging driving shoppers to specific locations within the store.
Conclusion
Enhancing the in-store experience requires a multifaceted approach. From innovative merchandising strategies to effective collaboration between departments and the strategic use of in-store audio and other digital technologies, retailers have numerous tools to create a compelling and engaging environment that drives sales and fosters brand loyalty.
Stay tuned for part two, where we will dive into defining in-store retail media metrics and understanding the complexity of in-store impressions. This upcoming section will provide deeper insights into measuring the impact of in-store advertising, a critical component for any brand or retailer aiming to optimize their in-store marketing strategies. Speaking of measuring the impact of in-store advertising, be on the lookout for a revolutionary whitepaper, authored by industry leaders, that will reshape the way brands and retailers view in-store impressions!
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.
In today’s competitive retail landscape, capturing consumers’ attention is more challenging than ever. However, new data collected by Vibenomics through Suzy Market Research sheds light on the effectiveness of in-store advertising, particularly in-store audio, in reaching and influencing consumers. This data, gathered in April of 2024, surveyed shoppers of a leading Midwestern supermarket. The sample included men and women, ages 18+, who identified as primary or shared household shoppers. The data revealed the significant impact in-store advertising has on consumer behavior.
In-Store Advertising Captivates Consumers
The data shows that 73% of shoppers noticed the audio played by Vibenomics in-store, while 71% noticed digital displays and screens. This high level of awareness and attentiveness demonstrates the value of in-store 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:
These insights highlight how in-store audio effectively engages consumers and drives them to take action.
Moreover, the data indicates that in-store advertising prompts action among shoppers. After hearing the ad, 76% of shoppers located the advertised product in the store, and 73% purchased the advertised product or a similar product. This data highlights the persuasive power of in-store advertising to drive sales and influence purchase decisions.
Interestingly, the impact of in-store advertising extends beyond the physical store. After hearing the audio ads:
This data demonstrates the importance of a cohesive omnichannel marketing approach, where in-store advertising is crucial in driving onsite and offsite engagement.
Furthermore, shoppers find in-store advertising engaging, memorable, and persuasive. The Vibenomics Creative Studios team can be innovative with the audio creative by incorporating catchy jingles, humorous elements, and unique sound effects to capture the shoppers’ attention.
These findings underscore the effectiveness of in-store advertising in creating a lasting impression on consumers and influencing their purchasing decisions. By leveraging the power of sensory engagement, retailers can significantly enhance the shopping experience and drive sales.
The data collected by Vibenomics and Suzy Market Research 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 entertain, inform, and persuade shoppers, in-store 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 effectively reach consumers and drive sales.
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, April 2024