Nearly half of consumers report that food category purchases will see the biggest change in their shopping behavior as economic pressures mount.
During uncertain times, retailers and brands naturally tighten budgets and become less open to experimentation. Yet paradoxically, this is precisely when RMNs can demonstrate their greatest value.
Unlike broad national campaigns that cast wide nets, in-store media reaches consumers who have already raised their hands and entered the shopping mindset. When consumer dollars become more precious, brands need to focus their marketing spend with surgical precision—exactly where purchase decisions are happening.
RMNs can offer brands a more targeted approach with their advertising dollars by emphasizing that in-store media provides unmatched proximity to the point of purchase. With 85% of retail sales still occurring within physical stores, in-store channels offer an efficiency that’s hard to match elsewhere.
For retailers developing their media networks, economic uncertainty may temporarily push them toward partnerships that provide immediate infrastructure. However, the long-term value lies in building organic, in-house solutions that maintain complete data ownership and customer relationships. The most successful RMNs during downturns will be those that position themselves not as essential performance drivers that deliver measurable results when efficiency matters most.
What shifts are you seeing in how brands allocate their retail media investments during this economic uncertainty?
Getting Started with ISM
Ready to transform your in-store media strategy? ISM is the retail industry’s first centralized platform standardizing and unifying digital in-store media. Our enterprise solution provides a single point of integration for Retail Media Networks, Retail Media Platforms, In-Store Solution Providers, and DSPs, simplifying access to diverse in-store media inventory globally.
Through innovative technology and strategic partnerships, we help retailers efficiently implement, manage, and measure in-store advertising campaigns while maintaining complete control over their unique customer experience.
Take the first step toward maximizing your in-store media potential — request your personalized readiness assessment today at https://instoremarketplace.com/.
Written by: Mark Fishkin
