The in-store vs. digital retail media debate often misses a crucial point: different retail categories require different approaches.
Our inaugural In-Store Readiness Report examined eight retail verticals, from grocery to electronics to home improvement, and revealed varying levels of readiness for in-store media innovation. This aligns with what industry experts like Carina Mueller of Mediaplus recently noted: FMCG brands are expanding their in-store presence, while consumer electronics players are focusing more on digital channels.
Why this divergence? It comes down to understanding the unique customer journey in each vertical. Think about it: when you’re buying groceries or household items, you’re making rapid, frequent purchase decisions right there in the aisle. The ability to influence at the point of purchase is incredibly powerful for FMCG brands.
Contrast this with consumer electronics, where customers often conduct extensive online research before making a significant purchase. For these retailers, digital touchpoints naturally play a more crucial role in the decision journey.
As we all know, understanding where each format delivers the most value for your specific category and customer base is important. Retailers across verticals are at vastly different stages of their in-store media journey. While some are leading with sophisticated digital integration, others are just beginning to explore the potential of their physical spaces.
The key question isn’t whether in-store or digital will win — it’s how retailers can best leverage both channels based on their unique market position and customer behavior.
Want to understand where your retail category stands in the in-store transformation journey?
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
