So, as a brand marketer, you’re probably wondering whether shoppers will embrace this new form of marketing. Research by the Path to Purchase Institute and eMarketer indicates that consumers are generally open to digital signage and interactive displays. A Mood Media survey found that 80% of consumers believe audio and visual experiences enhance their shopping journeys.
Brands’ concern is not whether shoppers will embrace this new marketing form. The challenge lies in retailers striking the right balance between being informative and intrusive based on their shopper profile. For instance, screens on cooler doors in a convenience store may be perceived as intrusive by shoppers aiming for a quick visit, potentially damaging brand perception. On the other hand, parents at a big-box retailer may appreciate the convenience of scanning a QR code for a coupon at-shelf or checking product availability before opening a door.
But it’s not just about today’s shopper. Generation Alpha needs to be top of mind, too. Their influence is significant in today’s buying decisions, thanks to changes in millennial parenting styles. This collaboration signals a shift in in-store expectations as a more diverse, internet-savvy shopping demographic takes over. One thing is certain: The current screenless experience won’t capture their interest. They’ll seek information beyond taglines and nutritional panels. The logical future scenario involves delivering information directly at the shelf rather than relying on shoppers to look it up on their devices.
Brands and in-store retail media today
While some 9-year-olds already wield smartphones linked to their parents’ Apple Pay account, the prevailing in-store shopping experience is still influenced by boomer and Generation X shoppers. They remember rain checks and the frustration of calling multiple Toys R Us stores to find a sold-out Tickle Me Elmo. Today, these demographics continue to shape the in-store experience, gradually warming up to modern tactics.
While the current landscape may seem hyped, the reality is that the shift is imminent. So, how can a brand prepare to learn and test in-store media early on, ensuring that the future isn’t a surprise?
Here are a few options:
- In-store audio: Streaming audio in the aisles isn’t yet a closed loop like podcast streaming, but it’s worth exploring.
- Sampling programs: Kroger and Walmart are standing up programs where they add samples to pick-up or delivery orders, which have tracking to understand who got the samples, and if or when they later purchased that product.
- Standalone kiosks: Like Freeosk, these kiosks collect loyalty data in exchange for a free sample. Ulta and Wakefern are recent examples
- In-store screens: Like Grocery TV and Cooler Screens, these can range from screens at the store entrance to full-length cooler doors and endcaps.
