In-store retail media has evolved into a critical tool for engaging customers at the point of purchase. In today’s digital-first world, where e-commerce dominates, the physical store remains a vital touchpoint for brands to connect with shoppers in immersive and memorable ways. From dynamic digital displays to voice-activated promotions, in-store media bridges the gap between digital innovations and tangible experiences, offering a unique opportunity to influence purchasing decisions in real-time.
As shoppers increasingly expect seamless omnichannel experiences, leveraging in-store media alongside online efforts has become essential. By integrating data-driven insights and innovative technologies, retailers can create cohesive journeys that enhance customer satisfaction and drive sales.
This article explores the top trends shaping in-store retail media, including the integration of mobile and in-store channels, sustainability-driven innovations, the use of programmatic advertising, and more. These trends highlight how retailers are transforming their physical spaces into interactive environments that cater to modern consumer expectations. Let’s dive into these exciting developments redefining in-store media in 2025!
1. Enhanced Digital Signage for Dynamic Customer Engagement
Digital signage has come a long way, evolving into a powerful tool for engaging customers with visually captivating and interactive content. With advancements in LED technology, touchscreens, and smart point-of-purchase (POP) displays, digital signage now offers brands the ability to deliver dynamic, context-aware messaging that grabs attention and drives action.
Examples of Enhanced Digital Signage
1. Personalized Advertisements
Digital screens tailored to shopper demographics, preferences, or even past purchase history, providing targeted content that resonates. For example, a grocery store displays family-focused meal solutions during after-school hours.
2. Real-Time Promotions
Ads that adapt based on inventory, time of day, or seasonal events to maximize relevance. For instance, promoting hot coffee on digital menus during cold weather or flash sales on surplus items nearing expiration.
3. Gamified Shopping Experiences
Interactive screens encourage shopper participation, such as spin-to-win promotions or trivia games that offer discounts upon completion. Imagine a supermarket using a touchscreen kiosk where customers play a game to unlock personalized coupons. This will definitely grab the attention of shoppers.
4. Smart POP Displays with QR Codes
One of the most innovative applications of enhanced digital signage is the integration of smart POP displays, such as Tokinomo’s Visibubble.
How does Visibubble Work?
Equipped with motion and shopper detection sensors, Visibubble activates when a customer approaches.
Unlike conventional displays, Visibubble features a built-in QR code that seamlessly integrates offline and online experiences. Shoppers can scan the QR code to access a branded landing page, providing them with additional product information, exclusive offers, or interactive experiences.
Case study: LEGO Children's Day Campaign with Tokinomo's Visibubble in Romania
To celebrate Children's Day on June 1st, LEGO launched a captivating campaign in Romania, designed to enhance the shopping experience for kids and their families. This dynamic initiative came to life with the help of Tokinomo's Visibubble technology and was skillfully executed by POS Media Romania in collaboration with Kaufland stores.
The LEGO Children's Day campaign in Kaufland stores was a huge success! Thanks to Visibubble technology, LEGO products got a major visibility boost, grabbing attention and driving both engagement and sales. The playful, interactive elements of the campaign created a fun buzz in stores, making LEGO the go-to choice for kids and parents celebrating Children's Day.
2. Artificial intelligence for In-Store Shopping Experiences
Artificial intelligence (AI) has revolutionized the in-store retail landscape, becoming an essential tool for streamlining operations and enhancing customer satisfaction.
The global AI in retail market is projected to soar to $55.5 billion by 2030, a significant increase from $5.5 billion in 2022. According to Fortune Business Insights, AI-powered chatbots designed to enhance customer experiences are expected to play a key role in driving this growth.
With advancements in AI-powered sensors, cameras, and data analytics, retailers can automate key processes, optimize inventory management, and create a more seamless shopping experience that benefits both shoppers and staff.
Examples of AI in Retail
1. AI-Powered Smart Shelves
AI-driven smart shelves are transforming inventory management by using sensors and cameras to track stock levels in real-time. Cameras analyze the shelf’s contents, detecting when products are low or misplaced. Automated alerts notify staff to restock or correct shelf organization. Ensures shelves remain fully stocked and reduces manual labor, allowing staff to focus on assisting customers.
2. Interactive AI Shopping Assistance
Voice-activated AI assistants and kiosks are providing real-time product recommendations and enhancing customer navigation. This can be used in a situation like this one: A shopper in a grocery store asks an AI kiosk for gluten-free options, and the system suggests nearby products while displaying discounts on compatible items.
3. Dynamic Price Adjustments
AI enables dynamic pricing strategies that reflect demand, inventory levels, or time-sensitive promotions. A good example could be a smart display in a bakery section adjusts prices for fresh bread nearing the end of the day to reduce waste while encouraging sales.
3. Programmatic Advertising in In-Store Media Networks
Programmatic advertising is reshaping in-store media by automating ad placements and optimizing campaigns in real-time. With advancements in data analytics, IoT, and digital display technology, retailers can now deliver hyper-targeted, contextually relevant ads directly to shoppers at the point of purchase. This approach ensures that brands reach the right audience at the right time, maximizing the impact of their messaging.
Examples of Programmatic Advertising in Retail
1. Dynamic Ad Placements
Programmatic platforms enable digital screens to display ads based on real-time data such as inventory levels, time of day, or customer demographics. A grocery store’s digital endcap showcases ads for energy drinks during peak morning hours and switches to snack promotions in the afternoon, reflecting shopper behavior patterns.
2. Personalized Campaigns
By leveraging shopper data from loyalty programs or in-store apps, retailers can deliver ads tailored to individual preferences. A frequent buyer of gluten-free products receives personalized recommendations displayed on a nearby digital shelf as they browse the gluten-free section.
3. Inventory-Linked Advertising
Ads automatically adjust based on inventory levels, ensuring that promotions align with product availability. If a certain cereal is running low, the display shifts focus to another in-stock breakfast product to avoid disappointing shoppers.
Kroger, one of the largest grocery chains in the U.S., uses programmatic technology in its in-store media network.
How does it work?
Brands can purchase ad space on Kroger's digital shelf displays programmatically. Ads are tailored to individual stores, reflecting local inventory and shopper preferences.
This leads to higher product visibility at the point of purchase, resulting in increased sales for featured items.
4. Personalization Through IoT and Smart Shelving
Smart shelving and IoT (Internet of Things) technologies are revolutionizing in-store media by creating engaging, tailored shopping experiences. With advancements in motion detection, sensor technology, and interactive features, these solutions allow brands to connect with shoppers on a personal level, capturing attention and driving purchase decisions.
Examples of IoT and Smart Shelving Applications
1. Real-Time Messaging
IoT-enabled shelves can detect shopper proximity and deliver targeted promotions or messages based on current inventory or time of day. For instance, a grocery store shelf displays a flashing light and message promoting a “buy one, get one free” offer on soft drinks during peak evening hours.
2. Data-Driven Insights
Smart shelves equipped with sensors track product interactions, such as how often an item is picked up or returned, providing valuable insights into shopper behavior. For example, a retailer identifies a high-interest product that’s frequently picked up but not purchased, prompting adjustments to pricing or placement.
3. Interactive Product Displays
Smart POP displays like Tokinomo’s Shelfobot use motion, light, and sound to dynamically engage shoppers at the shelf level.
How does it work?
When a shopper approaches, Shelfobot brings products to life through motion and audio, creating a personalized moment. These displays stand out in crowded aisles, making products more memorable and increasing the likelihood of purchase.
Case Study: DIA's private label product launch becomes viral with Shelfobot
To launch their new chocolate dessert, Spanish supermarket Dia partnered with Tokinomo's Shelfobot for a creative brand activation featuring popular musician and influencer Mario Vaquerizo. His voice, paired with Shelfobot's interactive technology, brought the "rock dessert" campaign to life, significantly boosting visibility and customer engagement.
One of the most impactful results of the campaign was that a TikTok video by user @diegxnister showcasing Shelfobot's mechanism and Vaquerizo's voice went viral gathering over 160,000 likes in under 24 hours.
Read DIA’s full case study!
5. Sustainability-Driven In-Store Media Innovations
Grocery retailers are uniquely positioned to lead sustainability efforts in in-store media, given the frequent customer interactions and the tangible connection between food production and environmental impact.
Stats show that consumers are willing to pay more for sustainably produced or sourced goods. But what about the way retailers and brands advertise those sustainable and eco-friendly products?
By adopting eco-friendly practices in their advertising and display strategies, grocery stores can align with consumer values, reduce waste, and reinforce their commitment to a sustainable future.
Examples of Sustainable In-store media
1. Energy-Efficient Digital Displays
Grocery stores are replacing traditional signage with energy-efficient LED screens that consume less electricity. For example, grocery chains can use motion-activated displays like Tokinomo’s Shelfobot to conserve energy when not in use.
This can lower energy consumption, align with carbon reduction goals, and reduce operational costs.
2. Recyclable and Compostable Signage
Using signage made from recycled paper, cardboard, or compostable materials for shelf labels, price tags, and promotional signs. For instance, grocers can showcase weekly deals on signs printed with soy-based ink on FSC-certified paper. This reduces the environmental footprint of temporary promotions, which are often disposed of after campaigns.
3. Reusable and Modular Displays
Designing displays for seasonal or product-specific promotions that can be reused or easily reconfigured for future campaigns. For instance, a grocery store can use Tokinomo Shelfobot or Visibubble in various campaigns, by simply changing the audio or the text on the displays.
This strategy reduces waste from single-use displays and offers cost savings over time.
4. Sustainability Messaging Integration
Highlighting eco-friendly product choices and practices through in-store media, reinforces the grocery store's sustainability mission. For example, grocers can use digital signage that educates customers on local and organic products or the environmental benefits of bulk purchasing to reduce packaging waste. This increases consumer awareness and encourages more sustainable shopping habits.
6. Integration of In-Store and Mobile Media Channels
Grocery retailers are increasingly bridging the gap between in-store and digital shopping experiences by integrating mobile apps with in-store media. This omnichannel approach allows retailers to engage customers more effectively, driving traffic to specific store areas and enhancing the overall shopping journey.
A study by Econsultancy found that 80% of companies implementing personalization strategies reported an uplift in business metrics.
By connecting in-store media with mobile apps, grocery stores can provide personalized, real-time interactions while encouraging seamless engagement between physical and digital channels.
Examples of Integrated In-Store and Mobile Media
1. Location-Based App Notifications
Mobile apps equipped with geofencing technology can send personalized notifications when shoppers enter a store or specific aisles.
A shopper entering a grocery store receives a push notification: “Buy one, get one free on apples in Aisle 3 today only!” This same promotion is displayed on digital signage near the produce section, reinforcing the message.
This strategy encourages impulse purchases and directs shoppers to targeted areas within the store, increasing foot traffic and conversions.
2. QR Codes for Digital Engagement
In-store media can incorporate QR codes that link to exclusive deals, recipes, or product information when scanned with a mobile app. A grocery store can use Tokinomo Visibubble’s QR codes that lead to a video demonstrating how to prepare a quick dinner using featured ingredients. This enhances the shopping experience by merging physical products with digital content, increasing both engagement and purchase intent.
3. Personalized Shopping Recommendations
By syncing mobile app data with in-store systems, retailers can deliver tailored promotions based on customer purchase history or preferences. For instance, a shopper who regularly purchases plant-based milk receives an app notification promoting a new dairy-free yogurt brand available in the store, along with a limited-time discount. The app also highlights its location in the refrigerated section to guide the shopper directly to the product.
7. Voice and Sound-Activated In-Store Advertising
Grocery retailers are exploring innovative ways to engage shoppers by incorporating voice and sound-activated technology into their in-store advertising strategies. These audio-focused solutions capture attention in subtle and interactive ways, creating a memorable shopping experience that resonates with modern consumers.
Stats show that sound-based interactions enhance brand recall and can influence purchase decisions when combined with contextually relevant messaging.
By leveraging voice recognition and directional sound technology, grocery stores can provide tailored audio messages and unobtrusive ads that create a unique, sensory-driven connection with shoppers.
Examples of Voice and Sound-Activated In-Store Advertising
1. Targeted Sound Zones
Directional sound technology creates focused zones where only shoppers in a specific area hear the advertisement.
In the bakery section, a directional speaker plays a soft message like, “Warm, freshly baked croissants are waiting for you—get 2 for the price of 1 today!” The sound draws attention to the offer without disturbing the rest of the store.
It can capture shoppers’ interest while maintaining a pleasant overall store atmosphere.
2. Voice-Activated Shopping Assistance
In-store kiosks equipped with voice recognition technology can assist shoppers by providing product recommendations or navigation guidance.
For example, a customer looking for vegan products asks a kiosk, “Where can I find vegan cheese?” The system responds with aisle information and suggests related products on promotion. This can help create a personalized shopping experience.
3. Motion-Triggered Audio Messaging
Motion sensors activate audio messages when shoppers approach specific displays or shelves.
As a shopper nears the beverage aisle, Tokinomo Shelfobot’s display for a new soda brand plays an upbeat message: “Looking for something refreshing? Try our all-natural sparkling soda, now on sale!”
This encourages shoppers to engage with the product and increases the likelihood of impulse purchases.
Up your In-store Retail Media Game this upcoming year!
In 2025, in-store retail media will play a bigger role than ever in connecting with shoppers. From smart shelves and digital displays to voice-activated ads and eco-friendly solutions, retailers are finding new ways to create engaging and personalized shopping experiences.
By combining technology like AI, programmatic advertising, and mobile apps with in-store media, stores can build stronger connections with customers, boost sales, and improve efficiency. These trends show how the physical store remains important, even in a digital-first world.
As shoppers expect more seamless and exciting experiences, adopting these strategies will help retailers stay ahead, meet customer needs, and make shopping more enjoyable for everyone.
