Interpublic and Momentum Worldwide Research Reveals In-Store Media's Untapped Potential

Core Insights - The study reveals that in-store media has always been a powerful tool but has been underutilized by brands and retailers, contradicting the narrative of a resurgence [1][2] - The physical store is becoming increasingly critical as technology and human interaction converge, with successful retailers balancing AI-powered personalization and meaningful human connections [1][5] In-Store Media Impact - 77% of shoppers are likely to add unplanned items to their basket when exposed to in-store retail media, indicating significant untapped revenue potential for retailers [2] - 48% of shoppers notice in-store media 'always' or 'often', highlighting a substantial opportunity for brands to engage consumers [3] Brand Discovery - 79% of shoppers are open to considering new brands when exposed to in-store retail media, challenging the belief that brand discovery has shifted primarily online [3] - Traditional in-store media formats, such as sampling/demos (58%) and branded displays (55%), remain highly effective [3] Consumer Preferences - 60% of consumers recognize that in-store and online shopping serve different purposes, with only 31% desiring in-store experiences to mimic online shopping [4] - 63% of shoppers seek emotional fulfillment from in-store shopping, which digital experiences alone cannot provide [5] Human Element in Retail - While 47% of shoppers are likely to purchase products recommended by AI, 30% express concerns about losing human interaction in the shopping experience [5] - The human element in in-store shopping is deemed irreplaceable, and successful retailers will enhance rather than replace this connection with technology [5]