How brands are leveraging RMNs’ in-store capabilities to engage shoppers
As brands and agencies continue investing in retail media networks, teams are increasingly turning to RMN-driven in-store ads to influence customers’ purchase behavior and drive sales.
According to a recent study, in-store retail media offers access to audiences an average of 70% larger than digital audiences. These in-store ads connect brands with engaged consumers and influence shoppers while they are actively making purchase decisions.
“Over the past couple of years, we’ve seen increased trends that are linking the digital experience and in-store shopping closer together, such as buy-online-pickup-in-store,” said Romney Allen, senior product owner, onsite advertising at Best Buy Ads. “Ads within a store environment connect those brands directly to the customer while they shop.”
Hybrid activations are allowing brands to engage consumers throughout the funnel
The digitalization of the physical store is accelerating the trend of in-store advertising as retailers introduce new ways to offer dynamic and interactive media experiences around store shelves, end caps, cooler doors, checkout aisles and other store real estate.
These activations take various forms, including video ads on in-store screens (such as TV monitors), digital merchandising screens on clothing racks and shelves, and digital POS displays. In tandem with in-store ads, RMNs are also leveraging proximity ads. For instance, Best Buy Ads delivers these directly to a consumer’s phone based on their location within one of the retailer’s stores.
Both in-store and proximity ads have become part of marketers’ multichannel approaches as they seek to drive discovery and consideration for brands and products. However, there are different approaches to in-store ads depending on industries and business goals.
According to Allen, endemic brands, such as those in the consumer electronics space, use Best Buy Ads’ in-store media for product launches, brand awareness and seasonal opportunities. Non-endemic clients value the physical stores’ geographic proximity and audience segments more.
Similarly, brands in the consumer product goods industry and non-CPG brands each have their own approaches to retail media, including in-store ads. As Allen explained, non-CPG brands may lean more on digital OOH, while CPG brands are likelier to use digital merchandising screens, sampling, QR codes and digital POS displays. For example, Best Buy Ads has used in-store ads, such as video ads on TV and PC monitor walls, with clients from multiple non-CPG and non-consumer electronics sectors, including apparel, automotive and quick-service restaurants.
“We find that when brands use omnichannel marketing to have an in-store and digital presence, they can influence customers in multiple steps of the customer journey,” Allen said. “We leverage push notifications and video content on the screens within our stores to meet and engage with customers as they shop, whether they are talking with an associate to find what they need or using their mobile phone or the Best Buy app inside of a physical store.”
As stores digitize and modernize measurement technology, expect more brands to leverage in-store ads
One of the significant benefits of RMNs is that these channels are measurable — and the tactics for measuring in-store ad placements continue to evolve.
Unlike performance marketing channels such as display ads, the impact of in-store displays is shown through measurement surveys. These illustrate metrics including customer composition, the average number of minutes spent in store, the percentage of customers who noticed the displays, ad recall and more. According to Best Buy Ads survey data, 80% of people who responded to in-store surveys noticed the in-store television screens, while 56% noticed the in-store PC wall.
Meanwhile, standard display metrics such as impressions, clicks and click-through rates are applicable for proximity ads and notification metrics like reach and in-store attribution.
Measurement solutions for in-store ads will become more sophisticated over time, just as the retail store environment has drastically changed to reflect shifts in consumer behavior.
“There is new technology available to enhance the store experience while making it easier for marketers to have the same level of insights they receive with their digital tactics,” Allen said. “At Best Buy Ads, we’re continuing to evolve our measurement offerings, our product capabilities and the different ways in which brands can reach customers in our stores to give them the best possible experience.”
Sponsored by Best Buy Ads
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