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

Core Insights - The research by Interpublic Group and Momentum Worldwide indicates that in-store media has not experienced a resurgence but has been consistently powerful yet underutilized by brands and retailers [1][2] - The study emphasizes the importance of balancing AI-powered personalization with human interaction in the evolving retail landscape [1] In-Store Media Effectiveness - 77% of shoppers are likely to add unplanned items to their basket when exposed to in-store retail media, representing 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 effectively [3] Brand Discovery and Consumer Behavior - 79% of shoppers are open to considering new brands when exposed to in-store retail media, countering the belief that brand discovery has shifted primarily online [3] - Traditional in-store media formats, such as sampling/demos (58%) and branded displays (55%), are identified as the most impactful methods for engaging consumers [3] Experience Economy Insights - 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] - A significant portion of shoppers (63%) seek emotional fulfillment from in-store shopping, indicating a preference for experiences that digital channels cannot provide [5] Human Element in Retail - While 47% of shoppers are inclined to purchase products recommended by AI shopping assistants, 30% express concerns about losing human interaction in the shopping experience [5] - The research underscores that the human element in in-store shopping remains irreplaceable, and successful retailers will leverage technology to enhance human connections rather than replace them [6]