In-Store Retail Media in 2024: Hype or Happening?

Being an early mover can be advantageous for brands

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People have been shopping in stores for centuries. Trading posts, shops, markets, boutiques, chain stores. People like to look at items inside a structure, squeezing, sniffing, touching, browsing, comparing and ultimately choosing items to take home.

Despite the surge in ecommerce, more than 80% of shopping is still done in-person. In-store remains a key frontier, capturing a massive audience. This is why I strongly believe in the inevitable rise of in-store retail media. Retailers are integrating digital media, from eye-catching TV walls to informative kiosks, and engaging shoppers with audio as they browse.

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