Loblaw, Macy’s are among the retailers looking to get in on in-store retail media

The trend: Retailers are looking to in-store retail media to give their advertising businesses a boost as more shoppers return to stores.

• Canadian grocer Loblaw is adding digital screens to over 500 stores to give brands the opportunity to target in-store shoppers.
• Vibenomics and Stingray Advertising are combining their networks to offer in-store audio advertising across 25,000 grocery, convenience, home improvement, and drug stores.
• Schnucks Markets is bringing Instacart’s smart Caper Carts to select locations to offer shoppers personalized and contextually relevant promotions as they move through the store.
• Macy’s is also now serving contextually targeted ads to in-store shoppers, albeit via its app’s Store Mode.

The opportunity: Brands are coming alive to the opportunities of in-store retail media—especially given that most retailers have larger in-store audiences than they do digital ones.

• ​​The average in-store audience is 70% larger than its digital counterpart for top retailers, per data from Placer.ai and Comscore Media Metrix Multi-Platform.
• Vibenomics and Stingray say their combined network, which includes Kroger, Albertsons, CVS, and Rite Aid, will give advertisers access to over 800 million monthly shoppers.
• With most sales coming from brick-and-mortar channels, in-store retail media allows advertisers to grow awareness and reach consumers at or close to the point of purchase.

The big takeaway: In-store retail media poses a unique opportunity for brands, as it allows them to tap into shopper affinity for brick-and-mortar retail to raise awareness and drive sales.

Go further: Check out our In-Store Retail Media Report for more ways brands and retailers can capitalize on the growing channel.