Why brands should be advertising in stores

In today’s competitive market landscape, brands are increasingly looking for ways to engage and connect with their audiences at the most pivotal points in the customer journey. In-store advertising is one of the most relevant and successful ways to do this – here’s why.

In-store digital advertising

Digital in-store advertising formats are becoming more and more popular, mostly due to the additional flexibility that they provide advertisers when compared with traditional printed formats.  Some of the most common types of in-store digital advertising are:

• Digital advertising displays
• Digital signage
• Interactive touchscreens
• Self-service tablets  
• Digital information boards

Digital advertising screens enable advertisers to operate their campaigns with greater flexibility and agility. Promotions can be quickly swapped around, creatives can be updated in real-time to provide more contextual relevance, and changes can easily be made to ensure omnichannel strategies are aligned.  

In-store retail media networks

Retail media networks are regularly touted as the future of retail advertising, a trend that’s been driven by growing awareness of their vast potential. Our Asda network alone achieves 21 million impacts every two weeks, reaching a huge proportion of the population.  

While running campaigns across multi-store networks allows advertisers to reach large audiences, single-store media networks can be just as beneficial for more targeted campaigns. Utilising multiple touchpoints throughout the customer’s in-store journey builds familiarity and can help nudge buyers in your brand’s direction.  

Shopping centre advertising networks can be used in a similar way. While not technically in-store, they operate on the same concept – using the retail environment to highlight a brand, which can then be reinforced once the customer is inside the shop.

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In-store advertising can be a useful tool for all different kinds of brands and businesses. The store itself might use digital signage to help customers navigate effectively, reducing friction and contributing to a positive customer experience. Even in non-retail environments; community-focused areas such Healthcare, Education and the Public Sector, ‘in-store’ advertising can almost act as public noticeboards. But the biggest opportunities generally lie with fast-moving consumer goods (FMCG) and consumer packaged goods (CPG) brands.

FMCGs typically have low profit margins and high-volume sales, which is why gaining a competitive advantage through supermarket advertising can be so effective. CPG brands often rely on visibility and impulse purchases, making in-store advertising one of the most pertinent marketing channels.

02 But in-store advertising isn’t just for consumer goods brands…

In-store advertising is most obviously linked to consumer goods brands, where the products being advertised can be bought in store. However, it’s also important to recognise the medium’s broader potential.  

The sheer volume of people who visit supermarkets or other retail environments each week means that brands that don’t tap into their vast reach are missing out. With a little creativity, brands selling services and experiences can also deliver timely and relevant messages to the right audiences.  

For example, families carrying out their weekly shop on a Saturday morning are likely to be thinking about their plans for the weekend. A local experience centre could therefore benefit from advertising their family day out, providing inspiration to those entering and leaving the shop.  

Similarly, Friday night visitors to the store might decide upon a last-minute trip to the cinema after seeing an advert for the latest blockbuster release.  

If you want to find out more about in-store advertising and the opportunities it presents, please get in touch for a no-obligation chat with one of our experts.

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