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In-Store Digital Media Drives High Consumer Engagement
More than 74% of consumers in the USA have encountered digital formats in brick-and-mortar shops, such as television screens, doors on refrigerated display cases, and checkout terminals. Younger generations, particularly Generation Z, are more likely to interact with these formats, while baby boomers are less familiar with them.
Consumers don’t just notice these media – 61.6% reported purchasing a product that was presented in this way in the shop. 66% of them even made the purchase immediately. Digital signage prompts immediate consumer decisions, thus offering a powerful tool for retailers and brands.
Increased Spending and Shop Visits
Nearly 66% of consumers claim that digital formats in shops influence their spending. Many are willing to spend more or choose shops based on the availability of these formats. Customers from urban areas respond particularly positively to these formats, spending more and visiting shops with digital signage more frequently.
Source: Emarketer
Generational and Demographic Trends
Millennials and Generation X respond most positively to digital formats in shops, with a significant increase in spending and brand engagement. Baby boomers show lower engagement, but if influenced by digital media in-store, they are most likely to make an immediate purchase.
Moreover, customers from cities and with higher incomes show a greater likelihood of interacting with and purchasing products promoted through digital media in retail. Income and location influence consumer behaviour.
Source: Emarketer
Will Digital Media in Brick-and-Mortar Shops Warm Up in the Long Term?
Retail media spending is expected to increase by 46.5% in 2025, reaching 540 million dollars. Although we are still in the early stages, it’s clear that physical shops are also becoming a space for media interactions.
Digital formats are becoming increasingly common in shops. Brands thus have a unique opportunity to influence purchasing decisions directly at the point of sale.
Integrating digital media in brick-and-mortar shops into broader omnichannel strategies will be key to capturing consumer attention both online and offline. This format has the potential to improve the customer journey, increase revenue, and shape the future of shopping.
