In-store advertising has always been integral to the retail experience, yet misconceptions about its effectiveness persist. Let’s set the record straight by busting some common myths and highlighting the truth behind digital in-store media.
Myth 1: It isn’t easy to measure the effectiveness of in-store advertising.
Many believe in-store advertising is challenging to track, measure, and optimize – but this is far from the truth. By collaborating with strategic partners like Pathformance, advertisers can overcome inconsistent measurement methods by enabling accurate measurement of the incremental impact of in-store campaigns.
Leveraging key partners, advertisers are empowered to make data-informed decisions by analyzing a wide range of key metrics, including:
This approach builds on traditional matched-market testing methods that marketers have relied on for decades while incorporating real-time data for more actionable insights. These advancements have made in-store advertising more attributable and, ultimately, more efficient.
Myth 2: Retail media only includes onsite and offsite tactics.
While most brand leaders recognize the importance of capturing demand through onsite ads and extending those campaigns through offsite media to maximize reach, in-store is a vital component of the marketing equation. The real opportunity lies in physical stores—where 84% of sales transactions occur. Consumers browsing in-store are incredibly receptive to brand messaging, making it the ideal place for product discovery and purchase decisions.
The retail media boom may have started with the activation of onsite and offsite campaigns, but the next evolution is a connected and impactful multi-channel approach including digital in-store advertising. Brick-and-mortar stores offer active shoppers the most contextually relevant environment, allowing brands to engage customers in real-time, driving awareness and conversion. Digital in-store advertising is the essential third leg of the retail media stool.
Imagine a busy mother of three scrolling through a grocery retailer’s app and seeing a sponsored “grab and go” dinner she recognizes but hasn’t considered. Later, she drives past a billboard ad for the same product aimed at parents commuting to work, reinforcing the brand’s presence. After work, she stops by the store, where an in-store display and audio ad highlight the product’s convenience and variety at the critical moment—right at the point of purchase. How quickly do you think she put that product in her cart?
Myth 3: In-store can only be utilized for bottom-of-funnel advertising.
In-store media is often viewed as a bottom-of-the-funnel tactic to influence purchase decisions and convert shoppers into loyal customers. However, its true power lies in its ability to transform shoppers at every stage of the journey. Unlike the cluttered digital space, in-store audio reaches a highly captive audience and can be strategically targeted based on location, time of day, and specific shopping behaviors.
In-store advertising doesn’t just increase sales—it shapes customer preferences, drives awareness for new products, reinforces brand messaging, and guides purchase decisions in real-time. Whether it’s a national campaign across thousands of stores or a hyper-localized message tailored to a specific region, the impact of in-store audio is enduring, reaching far beyond just the final purchase.
Here are a few real-life examples of how brands have successfully leveraged in-store advertising to educate, engage, and influence shoppers right at the point of purchase:
Final Thoughts
In-store advertising is a dynamic, measurable, and versatile tool that can influence consumers throughout the entire sales funnel. Combined with a well-rounded omnichannel strategy, it can significantly boost customer engagement and sales outcomes. So, the next time someone tells you that in-store advertising is challenging to measure or not essential to advertisers, you’ll know better!
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 consumers in real time.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
In recent years, many shoppers have turned to private label products as an affordable alternative to branded goods, particularly amid inflation and rising costs. With the growth of store brands hitting record highs, the trend shows no signs of slowing down. According to Store Brands, private label sales have surged, with shoppers seeking cost-effective options, particularly in response to recent economic uncertainty.
Yet, this trend poses a unique challenge for established brands – How can they effectively compete with the rising popularity of private labels in the store, where decisions are made on impulse and price is a dominant factor?
The Growing Influence of Private Label
Consumers have always had an eye on price, but the pandemic and its aftermath have heightened the importance of making cost-conscious decisions. Total Retail notes that shoppers are adjusting their habits, with some permanently altering their purchasing behavior. For many, private label goods represent a smart, budget-friendly solution without sacrificing quality. With consumers becoming more familiar and comfortable with store brands, private label products are increasingly considered a legitimate alternative to established brands.
As this shift continues, brands face the critical question: how do they protect their market share from the growing influence of store-brand products?
The Power of In-Store Audio Advertising
One answer lies in a sound strategy: in-store audio advertising. Often overlooked as a tool for shopper engagement, in-store audio can be a game-changer in combating the growing dominance of private label products in retail spaces.
Steve Triplett, SVP of Advertising Sales at Vibenomics, said, “In-store is the battleground if you are protecting your brand against private label share erosion. This is where consumers make the decision to grab the private label product or your brand.” The store, Triplett argues, is private label’s home turf — and it’s where brands need to be as well.
How In-Store Audio Works
In-store audio provides a direct and impactful way to communicate with shoppers when they are most receptive to marketing messages . Unlike digital ads or television commercials, in-store audio has the advantage of being right where the purchasing decision happens. It’s not just about reminding customers of a product’s benefits; it’s about creating a lasting impression when they’re in the aisle, ready to make a choice.
By delivering tailored, branded messaging in the right moments — like when customers are browsing, approaching a shelf, or deciding between products — in-store audio can drive action and sway purchasing decisions. With the right messaging, brands build emotional connections with shoppers and reinforce the quality and value they offer, distinguishing themselves from private label alternatives. Instead of competing solely on price, brands can highlight what differentiates them — superior quality, unique features, or long-standing trust. In-store audio can reinforce these brand attributes when they matter most.
Real-World Impact: Vibenomics’ Success Story
The effectiveness of in-store audio advertising is not just theory. Vibenomics, a leader in audio solutions, has worked with major CPG brands to deliver measurable results. For example, a leading fresh, frozen, and refrigerated chicken brand utilized Vibenomics in-store audio to combat a rising shift to private label products, resulting in a 7.2%+ sales lift in the featured items (Circana, April 2024). This campaign featured ads that highlighted the brand’s pure ingredients and the added convenience of purchasing within the product line. The ad emphasized saving time, the ease of meal prep, and quality. Remaining contextual and relevant, the campaign prompted shoppers to locate the brand in the fresh, frozen, and refrigerated meat sections within the store.
These results clearly demonstrate how in-store audio can drive awareness and sales, offering a strong return on investment. In a competitive environment with high price sensitivity, this underscores the power of effective in-store messaging in securing brand loyalty, even against the incursion of private label.
Why It’s Time for Brands to Act
With private label products gaining ground, now is the time for name brands to invest in in-store audio advertising. The battle for customer loyalty is happening at the point of purchase, and traditional advertising channels alone aren’t enough to sway in-the-moment decisions. Shoppers are not only comparing prices but evaluating experiences, perceived value, and brand reputation.
As Triplett succinctly says, “You’ve been speaking to them everywhere else but the store, but the store is private labels’ home turf, and you need to be there too.” It’s time for brands to use the power of in-store audio to reclaim that space and remind shoppers why their brand is the superior choice.
In-store audio advertising is more than just a tool — it’s a strategy that empowers brands to make an impact when it matters most. In-store audio helps brands reinforce their identity in the very place where purchase decisions are made. By maintaining a consistent presence at the point of purchase , brands can create an immersive experience and remind customers why they trust and prefer their products. This sense of familiarity is key to persuading consumers to choose the name-brand product over private label.
Conclusion
In the battle between established brands and private label, in-store audio presents a unique opportunity for brands to reinforce their message at the critical moment when consumers decide what to buy. As private labels continue to gain traction, brands can no longer afford to sit on the sidelines. By leveraging the power of in-store audio advertising, they can drive sales, increase customer loyalty, and differentiate themselves from the competition — all while competing head-to-head with private label alternatives.
In this age of rapidly changing consumer habits, in-store audio advertising can make all the difference.
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 consumers in real time.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
As the advertising landscape evolves, in-store media is becoming an increasingly critical tool for brands looking to connect with consumers and foster lasting loyalty. Steve Triplett, SVP of Advertising Sales at Vibenomics, highlights key trends that show how in-store retail media is reshaping consumer engagement and influencing purchase decisions. Here’s how it’s making a difference:
In-Store Media: The Power of Immediacy
In today’s retail environment, the immediacy of in-store media plays a pivotal role in influencing purchase decisions right at the point of purchase. As shoppers move through aisles, they are in a moment of discovery, making in-store ads highly relevant and impactful compared to traditional offsite media like TV or social platforms. The ability to deliver tailored messages in real-time, just before a consumer makes their purchase, creates a powerful connection that drives instant action.
Looking ahead to 2025, brands will increasingly recognize that in-store media bridges the gap between online engagement and immediate purchase. With consumers at the point of decision, these ads don’t just drive sales—they build lasting relationships. When brands deliver timely, relevant content in-store, they create meaningful experiences that resonate with shoppers, strengthening emotional bonds and cultivating brand loyalty for the long term.
First Party Data: The Future of Advertising
The rise of data privacy regulations and the shift away from third-party cookies will not slow the growth of retail media—if anything, it will accelerate it. While some channels struggle with the implications of cookie elimination, retail media has a built-in advantage. By leveraging first-party data gathered directly from customers, brands can continue to deliver highly relevant, targeted ads without compromising consumer privacy.
As consumers become more cautious about how their data is used, retail media’s reliance on first-party relationships will only increase its value. This approach ensures compliance with privacy laws and guarantees that brands can maintain effective targeting and personalization across multi-channel tactics. Additionally, by using first-party data to deliver personalized experiences, brands reinforce a sense of trust and reliability with consumers. This transparency is crucial for fostering loyalty—consumers are more likely to remain true to brands that prioritize privacy and deliver personalized, meaningful experiences based on their preferences and behaviors.
Brand Safety in a Fragmented Digital World
In a digital world filled with concerns about transparency and safety, in-store media offers brands a much-needed sense of security. High-profile incidents of ads placed next to controversial or inappropriate content online have made brand safety a top priority for marketers. As a result, many brands are shifting their advertising dollars toward controlled environments, such as monitored retail spaces, where someone can carefully manage ad placement.
In 2025, this shift will solidify in-store media’s position as a top choice for advertisers. The “brand safety” advantage it offers—guaranteeing clean and reliable ad placements—will be crucial in attracting more advertising spend. This trust extends beyond just protecting the brand’s image; it plays a pivotal role in deepening brand loyalty. Consumers are more likely to stay loyal to brands that demonstrate a commitment to maintaining a safe and respectful environment for their messages, particularly when ads are delivered through spaces they associate with quality and reliability. When consumers feel safe in the environments where they interact with a brand, they’re more likely to continue engaging with and purchasing from that brand in the future.
Conclusion
Retail media is more than just a portfolio of marketing tools—it’s a powerful way to engage consumers at the various stages of the shopping journey, influence purchase decisions, and ensure brand safety in an increasingly complex digital world. As we look to the year ahead, in-store media’s role in driving consumer engagement and loyalty will only grow, offering brands a unique opportunity to influence decisions at the most critical stage of the buying journey. By prioritizing safety, personalization, and immediacy in their in-store media strategies, brands can not only capture attention but also build lasting relationships that keep consumers coming back.
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 consumers in real time.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
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
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.
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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
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.
Advertisers constantly seek innovative ways to capture consumers’ attention in the ever-evolving retail landscape. While visual displays have long been a staple in creating engaging in-store experiences, the synergy with in-store audio advertising has emerged as a powerful combination that elevates the overall impact on consumers’ purchase decisions.
Imagine entering a store where vibrant digital displays catch your eye, showcasing the latest products and promotions. Now, add another layer to this sensory experience – the subtle yet influential power of in-store audio advertising. Let’s explore how these two elements work in harmony to create a dynamic and immersive environment for shoppers.
Visual displays are undeniably effective in conveying information, but audio integration takes engagement to a new level. In-store audio advertising provides a multi-sensory experience, allowing businesses to communicate their brand message through visuals and carefully crafted soundscapes. The combination of sight and sound captivates consumers, making their shopping experience more memorable and enjoyable.
While digital displays communicate a brand’s identity visually, in-store audio advertising adds an auditory dimension that reinforces brand recognition. A well-designed audio ad with a distinct voice and brand creative can leave a lasting impression on consumers, helping to establish and strengthen brand identity. Consistency across visual and auditory elements enhances brand recall, fostering a deeper connection with the audience. Vibenomics found that 40% of consumers indicated that in-store audio catches their attention because it’s highlighting a brand they know and trust (Vibenomics Suzy Research Audio In-Store Report, June 2023).
Digital displays excel at presenting product information, but in-store audio advertising serves as a reinforcement mechanism. Imagine a digital display highlighting a new product while a corresponding audio ad provides additional details and directs shoppers to where the product is located in the store. This combination ensures that consumers receive comprehensive information, increases the likelihood of message retention, and in turn, has a great impact on purchase decisions.
In-store environments are not just about products but about creating an ambiance that resonates with the brand. In-store audio advertising contributes to this by setting the tone, whether it’s through curated music, narrations, or promotional messages. The fitting audio complement to visual displays can create a cohesive atmosphere that aligns with the brand’s personality and enhances the overall consumer experience.
Digital displays often incorporate calls to action, encouraging consumers to explore products or take advantage of promotions. In-store audio advertising amplifies these calls to action by adding a persuasive and dynamic element. Whether it’s prompting consumers to try a new product or announcing limited-time offers, combining visual and auditory cues increases the likelihood of customer response. Vibenomics discovered that 41% of consumers indicated that in-store audio catches their attention by introducing them to a new brand/product (Vibenomics Suzy Research Audio In-Store Report, June 2023).
The marriage of in-store audio advertising with in-store digital displays represents a dynamic duo in retail media. By leveraging the strengths of both mediums, businesses can create immersive, memorable experiences that resonate with consumers long after they leave the store. As the retail media landscape continues to evolve, the harmonious blend of audio and visual elements is poised to play a pivotal role in shaping the future of in-store advertising.
Vibenomics, a Mood Media Company, is the leading in-store digital provider with a combined in-store network with Stingray Advertising 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 to 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!
The holiday season is upon us, and with it comes the festive flurry of gift-giving, feasting, and merry-making. Understanding the nuances of holiday shopping behaviors is crucial for retailers aiming to make the most out of this season.
Vibenomics, in collaboration with Suzy Market Research, has gathered valuable insights into the minds of consumers during this festive period. Let’s explore critical findings from the data and dive into how in-store audio advertising can play a pivotal role in enhancing the holiday shopping experience.
78% of consumers plan to do their holiday shopping in-store (Vibenomics Suzy Market Research, Oct. 2023). This data point indicates a strong inclination towards the traditional brick-and-mortar shopping experience, emphasizing the importance of optimizing in-store strategies to capture the attention of holiday shoppers.
Breaking down the in-store shopping trend further, 36% of consumers plan to do most of their holiday shopping at grocery stores, 31% at dollar and discount stores, and 22% at home improvement stores (Vibenomics Suzy Market Research, Oct. 2023). Understanding these preferences allows retailers to tailor their shopping experiences and brands to adjust their marketing efforts to specific audiences and merchandise accordingly.
Holiday deals are a significant draw for shoppers, with 61% expressing their intent to take advantage of retailer/brand-specific holiday sales (Vibenomics Suzy Market Research, Oct. 2023). This statistic presents an opportunity for retailers to strategically promote their holiday offers and capture the attention of bargain-seeking consumers.
77% of consumers plan to purchase groceries during the holidays, followed closely by 68% for holiday-themed food/snacks and 54% for adult beverages (Vibenomics Suzy Market Research, Oct. 2023). Retailers can leverage this information to curate unique holiday-themed displays and strategically position products to meet consumer demands.
Regarding decision-making, consumers prioritize price, quality, and promotions/sales. This data emphasizes the importance of offering competitive prices, maintaining high product quality, and effectively communicating promotional offers to sway consumer choices.
In this landscape of holiday shopping preferences, in-store audio advertising emerges as a powerful tool for retailers. Vibenomics data supports the idea that audio advertising can significantly impact product discovery, brand sales, and overall shopping experience. Here’s how:
As retailers gear up for the holiday rush, understanding the intricacies of shopper behavior is crucial. Vibenomics Suzy Market Research on Holiday Shopping Behaviors provides valuable insights that can guide brands and retailers in tailoring their strategies to meet consumer expectations. By incorporating in-store audio advertising, retailers can elevate the holiday shopping experience, driving sales and creating lasting connections with consumers in this joyous season!
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
Suzy Market Research is a comprehensive consumer insights platform seamlessly incorporating AI-driven quantitative and qualitative research and top-tier audiences within a unified research cloud. With the endorsement and trust of more than 500 prominent brands spanning 22 industries, the Suzy platform has solidified its reputation.
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