3 min. reading

In-Store Digital Media Transforms Shopping Experience

A new report from eMarketer and Placer.ai provides insight into a growing trend in retail – the rise of in-store digital media. Consumers are increasingly interacting with digital media directly in brick-and-mortar shops. This in-store digital media opportunity offers a new way to connect with customers in physical stores, where more than 80% of retail sales in the USA still take place. Although in 2024 in-store digital media represents less than 1% of total retail media expenditure, investments in this area are expected to grow rapidly.

In-Store Digital Media Transforms Shopping Experience
Source: Depositphotos

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.

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.

In-store digital media boosts retail engagement. 74% of US shoppers interact, driving sales. Discover its impact on modern shopping.

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.

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