Survey: In-store retail ads help drive sales, engagement
Consumers have an overwhelmingly positive reception to in-store retail media.
That’s according to a new survey from technology solutions provider Vistar Media and consumer research firm MFour, which found that 95% of consumers felt either positive or neutral toward retail media ads.
Visual formats are the most effective, according to the survey, with nearly three-quarters (72%) of shoppers approving of parking lot screens as the first point of contact with the brand. In-aisle screens (68%) and storefront/entrance screens (64%) also have strong approval, which Vistar Media says proves their value in “guiding decisions and providing relevant product information” to shoppers.
Only 4% of consumers reported that in-store ads detracted from their shopping experience. Half (50%) of those who felt the ads improved their experience cited their visual appeal, while 34% valued the product information and 27% enjoyed the entertainment factor.
[READ MORE: Sam’s Club creates personalized experiences via retail media network]
“We wanted to understand how consumers truly feel about retail media – without prompting or influence,” said Sean Cheyney, head of retail media at Vistar Media. “Connecting with consumers in meaningful ways is a challenge, but in-store retail media, when done right, goes beyond just grabbing attention and can provide true value. It helps shoppers make decisions, discover products and engage with brands in a way that enhances their shopping journey, rather than disrupt it.”
Almost half (44%) of shoppers surveyed said they made a purchase because of an in-store ad. Engagement was even stronger in specific placements, as nearly six-in-10 (58%) shoppers who viewed front entrance ads bought the advertised product immediately, and 31% of those who saw in-aisle ads redeemed a coupon or discount code.
Retail media is also driving cross-channel engagement. Among those exposed to parking lot ads, 32% went on to visit the brand’s website, and 19% of in-aisle viewers interacted with QR codes or digital links. Seven-in-10 (71%) consumers said they were more likely to consider a brand they saw advertised, with in-aisle (78%) and storefront (76%) ads being the most effective at driving future purchase consideration.
“The study’s findings highlight the increasing significance of retail media in the shopping journey,” added Cheyney. “Shoppers clearly value ads that inform, engage and entertain them at crucial moments. With strong consumer approval and measurable influence on both in-store purchases and future brand consideration, retail media is proving to be a necessary tool for brands looking to drive direct action and attention with today’s consumers.”
Vistar Media and MFour surveyed 2,000 U.S. consumers for its report.
