Digital advertising dominates marketing strategies and that’s no surprise. However in-store media remains a powerful tool for engaging consumers and driving sales. While online advertising offers extensive reach and data-driven targeting, in-store media provides a more immersive, high-impact experience that influences purchasing decisions at the final stage of the buyer’s journey.
In this article, we are going to explore the advantages of in-store media over online advertising to see which one is the best approach for your brand.
What exactly makes in-store media more effective than online advertising? Let’s explore the key advantages.
One of the biggest advantages of in-store media is its ability to engage customers when they are actively making purchase decisions. According to a study by POPAI, 76% of purchase decisions are made in-store. This demonstrates the critical role of in-store marketing in influencing sales. Unlike online ads that compete for attention in a cluttered digital space, in-store media reaches shoppers who are already in a buying mindset.
Let’s think about a scenario: The first customer sees an ad about the newly launched laundry detergent on Facebook. Let’s make it even more engaging and say that the ad contains a voucher to acquire the product with a 30% discount.
The second customer is already in the store, looking for various products, ready to make a purchase. He spots a laundry detergent talking. Yes, with Tokinomo’s Shelfobot, your products can engage with shoppers in-store. Even if it doesn’t have a discount, this scenario raises the shopper's attention while increasing engagement at the point of sale.
Online advertising is limited to visual and auditory engagement, whereas in-store media leverages a multi-sensory approach. Physical stores offer a combination of:
Actually, 60% of consumers are drawn to shop in-store primarily for the experience, a figure that rises to 70% among those aged 18 to 29.
Let’s take another example: Imagine looking on social media when you see a great ad for a cookie. While it might look appetizing, you will think whether it’s worth making the purchase. In comparison, you are already in-store and one employee is taking fresh cookies out of the oven. Seeing and smelling those baked goods will definitely increase the chances of an impulse purchase.
Consumers are increasingly resistant to online ads, with 40% of internet users using ad blockers. Online ads often feel intrusive and disrupt user experiences. In contrast, in-store media is naturally integrated into the shopping environment, making it feel less like an interruption and more like helpful information.
Imagine you’re browsing a news website or scrolling through social media, and every few seconds, a pop-up ad interrupts your reading. You instinctively click the "Skip Ad" or "Close" button, feeling annoyed by the disruption. These online ads, no matter how well-targeted, often feel intrusive and overwhelming, leading to ad fatigue.
Now, compare this to an in-store shopping experience. You’re walking through the beverage aisle, and instead of a disruptive pop-up, a smart shelf display catches your eye, highlighting a limited-time offer on your favorite iced coffee. The display is placed next to the product, providing useful information at the exact moment you’re considering a purchase. Since you’re already in a shopping mindset, the ad feels helpful rather than intrusive, making you more likely to engage with it.
In-store media has a direct impact on sales because customers can act on promotions instantly. With online ads, there is a delay between exposure and purchase, often leading to drop-offs in conversion rates. In-store promotions allow brands to capitalize on impulse buying behavior.
Imagine scrolling through your social media feed and seeing an ad for a new organic cereal. The packaging looks appealing, and the description mentions high-protein and fiber benefits. You think it might be worth trying, but you’re not in a buying mindset at the moment. You might even forget about it by the time you need groceries.
Now, picture yourself walking through the cereal aisle at a grocery store. A digital display like Tokinomo’s Visibubble catches your eye, showcasing the same organic cereal with a limited-time "Buy One, Get One 50% Off" offer. The display also features a QR code for an instant $1 discount. Since you’re already shopping for breakfast items, you immediately take a box and add it to your cart. The in-store ad has successfully influenced your decision at the exact moment you were considering your options, leading to an instant purchase.
Retail media networks, including in-store advertising, have been shown to generate higher return on investment (ROI) compared to digital ads. A survey by TruRating revealed that 68% of consumers felt in-store promotional advertising positively influenced their shopping experience.
While online ads can drive brand awareness, in-store media ensures physical presence at the point of sale, making it easier for shoppers to recall and choose specific brands. Branded displays, shelf talkers, and endcaps create a dominant in-store presence that digital ads cannot replicate.
Using a shelf display like Shelfobot can increase product visibility. 40% of shoppers who saw a campaign implemented with Tokinomo remember the brand’s name. For example, DIA Supermercados went viral for its in-store campaign. TikTok user @diegxnister, shared a video showcasing the supermarket shelf mechanism triggering Mario Vaquerizo's voice. The video gathered 160,000 likes in less than a day.
While online advertising continues to evolve, in-store media remains an unmatched driver of engagement and conversions. By capturing high-intent shoppers and delivering multi-sensory experiences, in-store advertising provides a unique advantage that digital ads struggle to match.
For brands looking to optimize their marketing mix, integrating innovative in-store media solutions like Shelfobot and Visibubble can amplify customer engagement and sales performance. The future of retail marketing is not just online—it’s in the store, where purchasing decisions happen.