In-store retail media turns the store into a media channel. Screens, end caps, pallets, floor stickers and flyers are sold to brands as advertising inventory, and they reach shoppers when they are ready to buy, a few metres from the product.
In-store media advertising: screens, signage and displays
In-store media is any advertising space inside a physical store that a brand can buy to reach shoppers close to the shelf. It includes in-store digital media, such as screens at the entrance, in the aisles or at the checkout, and physical placements such as end caps, pallets, floor stickers, signage and flyers. When a retailer sells these spaces to brands as advertising inventory, in-store media becomes in-store retail media. What sets in-store media advertising apart from online ads is the moment: the shopper sees it during the trip, a few metres from the product. What it has historically lacked is measurement. Shoppermotion measures it with the same language as digital, with impressions, views and clicks read from trolley and basket paths, and with sales from the receipt of the same trip. See how the pieces fit in in-store Retail Media.
Its historical weakness was measurement. Offline KPIs such as traffic, POS sales and brand awareness surveys are not entirely accurate, because sales can also be driven by factors such as pricing (measuring offline campaigns). Shoppermotion measures in-store media with the same language as digital: an impression is a shopper passing within range, a view is a shopper slowing below 45 cm/s in front of the placement, and a click is a shopper who then walks into the promoted category or bay.