Shoppers are usually doing 10 things at once, whether it’s comparing prices mid-aisle or scrolling on their phones while standing in checkout lines. Yet despite all that noise, they’re still noticing what’s happening around them in the store, like the audio playing overhead, the screen near the endcap and the signage at the shelf.
ISM’s latest Consumer Perceptions and Expectations Survey, in partnership with Suzy Market Research, set out to quantify just how much attention shoppers are actually paying in-store, and whether that attention translates into action. The findings make a strong case that the physical store remains the most influential moment in the customer journey, even as digital channels multiply and fragment attention everywhere else.
For retailers and brands, this matters. The ones treating in-store media as a true conversion channel, not just ambient branding, are building an advantage their competitors will struggle to match. Here’s what the data shows.
In-store media cuts through the noise
Eighty-four percent of shoppers say they notice in-store advertising, whether it’s audio, screens or signage, and that alone tells us something important about the in-store environment. It’s not that shoppers suddenly have more bandwidth when they walk into a store. It’s that the context is different. They’re there to buy something, which means they’re already in a decision-making mode, and the ads they encounter aren’t competing with an endless scroll or a cluttered inbox. They’re part of the shopping experience itself.
But noticing an ad is one thing, and acting on it is another. Here’s what separates in-store media from other channels. Sixty-six percent of shoppers say they’re likely to purchase after seeing or hearing an in-store ad, which isn’t a brand lift metric or a recall study. That’s purchase intent at the moment it counts most.
In-store media isn’t background noise. When it shows up at the right time with the right message, it moves people from browsing to buying.
The store remains the most influential moment
On average, 78% of consumers still shop in-store across every retail vertical, from grocery and drugstores to home improvement and electronics.
Although e-commerce hasn’t replaced physical retail, it’s certainly reshaped it. Shoppers might research online, compare prices on their phones or add items to a cart they never check out, but when it comes time to actually buy, most of them still walk into a store.
That’s because the store is where intent peaks and decisions happen in real time. Online, a shopper can browse indefinitely, leave tabs open for days or abandon a cart without consequence. In a store, they’re standing in front of the product with their wallet in hand. The physical environment anchors the entire shopping journey, even when discovery starts on Instagram or a Google search. It’s the moment when consideration turns into conversion, and that’s why in-store media matters more than most retailers realize.
Shopper expectations are evolving
The store might still be where most shopping happens, but what shoppers expect inside that store is changing fast. Eighty-one percent of respondents expect digital advancements in stores this year, and most anticipate noticeable changes in their shopping experiences, whether minor adjustments or a complete makeover.
That’s the mainstream shopper base, not a niche group of tech enthusiasts, and they’re walking into stores assuming things will look and feel different by year’s end. But what does “different” mean to them? It means audio that responds to what’s happening in the aisle, screens that show relevant product information, and experiences that connect what they saw online to what they’re looking at in person. Audio, screens and connected experiences aren’t futuristic add-ons anymore. They’re becoming baseline expectations.
Shoppers are beginning to assess stores like they do apps or websites — based on how relevant, seamless and supportive the experience is, not just on what’s available on the shelves.
Personalization and connection are non-negotiable
Shoppers want stores that feel personal, not just polished. Nearly two-thirds (63%) say personalized in-store experiences matter to them, and 66% reported it’s important that their online and in-store shopping experiences feel connected.
That’s not asking for much on paper, but in practice, it means retailers need to close the gap between what shoppers do on their phones and what happens when they walk through the door.
In-store media plays a bigger role in that than most people realize, with shoppers indicating they want relevant audio and display ads as part of that connected experience. When done correctly, in-store media bridges the gap between digital intent and physical action. This can look like reminding shoppers about the product they added to their cart last night, highlighting deals they clicked on earlier or surfacing a recommendation based on what they’ve bought before. This approach seamlessly guides customers along their shopping journey rather than overwhelming them with irrelevant and disconnected ads.
What this means for retailers
The data makes one thing clear: Shoppers are paying attention in-store, they expect more from the experience and they’re open to media that actually helps them make decisions. It’s up to retailers to decide how they can adapt to meet consumers where they’re at. Here’s where to start:
- Treat in-store media as a conversion channel, not just brand awareness. Shoppers are listening and acting on what they see and hear in-store, which means relevance and timing matter more than volume. An ad that hits at the right moment in the right aisle will outperform a loop that plays all day with no context.
- Connect the digital and physical experience. Use data to make sure online promotions, inventory visibility and in-store messaging actually align. If a shopper clicks on a deal online and can’t find it in the store, or sees different pricing across channels, the disconnect erodes trust faster than any ad can build it back.
- Invest in the infrastructure shoppers expect. Digital screens, contextual audio and interactive tools aren’t optional anymore. Shoppers want to see digital advancements in-store this year, and if your store doesn’t deliver, it can register as outdated.
- Personalize without being intrusive. A majority of shoppers (57%) are comfortable with retailers using their own shopping data to personalize experiences — especially when it leads to clearer value, relevant offers and easier decisions. That trust depends on using first-party data responsibly and transparently. Personalization should feel helpful, not intrusive; when it crosses that line, the cost to consumer trust often outweighs the benefit of the message.
Retailers must treat the store as a media environment where every message, piece of content and interaction is designed to help shoppers buy with confidence. If you’re ready to turn in-store media into a true conversion channel, reach out to our team today to explore programmatic solutions built for exactly that.
