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ACKSONVILLE, Fla.—The physical store is poised to become the next frontier for digital advertising, according to Acosta Group's latest Seamless Shopper Qualitative Research Study.
Released ahead of Groceryshop, the study highlights the growing influence of in-store shopping and pinpoints three key consumer expectations: being informed, feeling inspired, and receiving personalized content that adds convenience or savings.
"As retail media outpaces other forms of ad spending, it's becoming more targeted and valuable for both brands and retailers," said Kathy Risch, SVP of Thought Leadership and Shopper Insights at Acosta Group. "Consumers are increasingly looking for information and inspiration during their shopping journeys."
Acosta's research shows that, despite the rise of e-commerce, in-store shopping still reigns supreme for grocery items, with consumers across generations—Gen Z to Boomers—preferring to pick their fresh produce, meats, and seafood in person. The study also reveals that 87% of shoppers use retailer apps to enhance their in-store experiences, checking everything from product availability to aisle locations.
Cody Tusberg, SVP of Retail Media at Acosta Group, emphasized the growing role of in-store digital content. "Retailers are turning their physical stores into canvases for digital media. We’re seeing digital signage being bought programmatically, allowing brands to engage shoppers directly, drive trial, and build loyalty—all within the store."
As retail media networks (RMNs) gain traction, brands are encouraged to navigate this space wisely, aligning investments with retailers’ capabilities. Meanwhile, seamless shopping expectations are pushing brands to deliver more value-added personalization, with shoppers appreciating content like product recommendations, recipes, and targeted discounts.
With the physical store emerging as a key digital media channel, the shopping experience is becoming more interconnected than ever, providing opportunities for retailers and brands to engage consumers in new, impactful ways.
