“Vestcom data shows that brands with media on their shelf tags generate 5% to 10% average sales lift, which “clearly validates that shoppers value more than just price.” – Shachar Torem, CPG & Retail Media Solutions.
Digital transformation has redefined how retailers communicate with shoppers, and physical stores are now catching up through in-store media. From digital signage to interactive kiosks, this communication method is reshaping how brands influence purchasing decisions. For retailers, in-store media has become an essential tool for enhancing brand presence, guiding shoppers, and increasing sales.
Key Takeaways From This Article
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- In-store media refers to digital and physical tools used to communicate with customers in retail environments.
- It is important because it influences buying decisions, strengthens brand identity, and improves customer experience.
- Companies like Walmart, Starbucks, Sephora, McDonald’s, and Canadian Tire successfully use in-store media to boost engagement and efficiency.
- Best practices include aligning content with customer needs, integrating technology into store layouts, and ensuring content is fresh and data-driven.
- Workforce management tools like TimeWellScheduled help ensure staff availability to support in-store media initiatives.
What is In-Store Media?
In-store media encompasses the digital and physical communication tools used within retail environments to deliver targeted messages to shoppers. This includes technologies such as digital displays, video walls, audio announcements, interactive screens, and mobile integrations. Its purpose is to create a more immersive and informative customer journey, bridging the gap between online engagement and physical shopping experiences.
Why is In-Store Media Important for Retailers?
Retailers face constant pressure to differentiate themselves in an environment where consumers can easily compare prices and reviews online. In-store media helps capture attention at the point of decision-making, offering shoppers real-time promotions, product information, and branded experiences. These tools don’t just entertain—they influence behavior and drive sales by reducing uncertainty and reinforcing value.
“Retail media is the digital version of shopper marketing. In decades past, consumer product brands would use a combination of brand advertising (e.g. national TV ads) and trade marketing (e.g. manufacturer’s coupons and in-store displays) to build brand awareness and drive product sales.” – Kiri Masters, Forbes.
Beyond revenue, in-store media strengthens customer relationships. A well-designed content strategy can highlight brand values, provide education, and enhance community connection. For instance, showcasing sustainability initiatives or local partnerships through store displays deepens brand loyalty. By aligning content with customer expectations, retailers transform a simple shopping trip into a meaningful interaction.
Five Retail Companies That Utilize In-Store Media
Retailers across industries are adopting in-store media to improve customer engagement and streamline operations. Here are five examples of companies effectively using these tools.
Walmart
Walmart employs digital signage and in-store TV networks to promote weekly deals, seasonal products, and exclusive savings. These displays are strategically placed in high-traffic aisles, ensuring messages reach customers where purchase decisions are made. By combining dynamic content with data insights, Walmart drives impulse buys while keeping shoppers informed.
Starbucks
Starbucks integrates digital menu boards and in-store music playlists to reinforce its brand identity. The menu boards highlight seasonal beverages and limited-time offers, guiding customer choices while reducing ordering time. Coupled with curated music, these tools create a consistent and inviting atmosphere that encourages longer visits and repeat purchases.
Sephora
Sephora leverages interactive kiosks and augmented reality mirrors that allow customers to virtually try on makeup. This form of in-store media empowers shoppers to experiment with products risk-free while receiving personalized recommendations. By blending technology with service, Sephora enhances the shopping experience and increases conversion rates.
McDonald’s
McDonald’s utilizes self-service digital kiosks that let customers customize orders and view nutritional information. These systems streamline ordering, reduce wait times, and encourage upselling through suggested add-ons. The kiosks not only improve operational efficiency but also cater to customer preferences for convenience and control.
Canadian Tire
Canadian Tire employs in-store video walls and touchscreens to showcase product features, DIY tutorials, and seasonal campaigns. These displays help customers make informed purchasing decisions by highlighting product applications in real-world scenarios. As a result, the brand positions itself as both a retailer and a trusted advisor for home and automotive needs.
Three Best Practices for Implementing In-Store Media
Here are three proven best practices designed to maximize the impact of in-store media:
Practice 1: Align Content with Customer Needs
Retailers must ensure that in-store media content is relevant, timely, and valuable. For instance, a grocery chain might use digital signage to show recipe ideas alongside ingredients available in-store. This approach not only drives sales of featured items but also provides value to customers by simplifying meal planning.
Practice 2: Integrate Technology Seamlessly into the Store Layout
Poorly placed screens or cluttered displays can overwhelm rather than enhance. Media should be strategically positioned to complement the store’s natural flow. For example, placing digital displays at checkout counters allows retailers to promote loyalty programs or highlight last-minute add-ons without disrupting the shopping journey.
Practice 3: Keep Content Fresh and Data-Driven
Outdated promotions or repetitive messaging quickly lose their impact. Retailers should update in-store media frequently and use customer data to tailor content to local preferences. For example, a clothing retailer might feature real-time inventory updates on digital displays, ensuring customers see what is currently available in their size and style.
TimeWellScheduled Ensures Staff Are Available to Optimize In-Store Media
Effective in-store media requires well-trained staff who can support customers when technology drives engagement. TimeWellScheduled ensures that the right employees are available at the right time to assist with kiosks, digital displays, or product demonstrations. By aligning scheduling with media campaigns, businesses can maximize impact while providing seamless customer support.
Maximize Customer Engagement with In-Store Media
In-store media transforms shopping into an interactive, data-driven experience that influences purchasing decisions and builds stronger brand connections. Retailers who effectively integrate these tools gain a competitive advantage in today’s market.
