Winning Carts and Minds: Unlocking the Power of At-Store Retail Media for Grocers and CPG Brands

Retail media has rapidly become one of the hottest topics in marketing today. But seriously, it’s for good reason. It’s providing a fresh opportunity for brands and retailers to build relationships with consumers and drive loyalty through personalized engagement by putting a renewed focus on first-party data activation. At a time when marketers are under increased pressure to illustrate value, retail media is also helping to shift the emphasis toward performance and closed-loop measurement.

All that said, much of the conversation focuses narrowly on e-commerce — how brands can identify, activate, and measure digital audiences online. But in the world of consumer packaged goods (CPG) and grocery retail, this digital-centric view overlooks a crucial fact: more than 90 percent of shoppers participate in both online and in-store shopping. For brands aiming to win hearts, carts and loyalty in these environments, the advertising opportunity breaks through the screen and into the store.

Today’s physical store is more than just a point of sale — it can be a high-impact media environment brimming with untapped potential. By rethinking how to leverage real-world retail data and experiences, grocers and CPG brands can capitalize on the unique power of in-person shopping moments.

The Underrated Opportunity of IRL Shoppers

Today’s physical store is a rich, underutilized media channel. Unlike e-commerce, which relies purely on capturing attention through screens with limited environmental context, brick-and-mortar retail offers a high-intent, immersive environment where consumers are actively making purchase decisions. While grocery e-commerce is growing, online sales are expected to account for less than 13 percent of total sales in 2028. At the grocery store, IRL shoppers are typically not just browsing; they’re heading to the store with the specific intent to purchase.

For example, when I’m strolling down the cereal aisle, I’m much more likely to grab that box of Cinnamon Toast Crunch compared to someone scrolling through a news app during their morning commute on the train. This difference makes me a highly valuable audience for targeted media efforts. This immediacy and proximity to the point of purchase is what makes in-store media so impactful. The opportunity lies not just in reaching shoppers, but in influencing them in the moment that matters most and, in my example, likely influencing me to make a purchase I wouldn’t have otherwise made.

A Different Flavor of On-Site

Many grocers have invested resources to create and maintain strong first-party shopper data — from loyalty programs to point-of-sale systems — that can power in-store media strategies. This can provide a strong foundation for a different type of on-site retail media, in and around the store.

By integrating this data with on-site digital signage, endcap displays, smart carts, and even pump-top screens, retailers can deliver targeted messages based on time of day, store traffic, regional preferences, and shopper demographics. For instance, a beverage brand could promote hydration-focused SKUs near the checkout during summer afternoons, while a snack brand could tailor offers based on nearby school schedules.

The fusion of retail data and physical touchpoints allows marketers to not only drive awareness, but also potentially influence consideration and conversion — right there in the aisle.

Making In-Store Media Omnichannel

Customers will typically engage with a brand between six and eight times before making a purchase. A consumer may research online, shop in-store, and post-purchase they may engage with a brand on social media. This fluidity makes it imperative for brands to create seamless storytelling across channels.

In-store activations should reflect relevant messaging, promotions and creative assets while capitalizing on the unique sensory and spatial advantages of the physical store. When executed effectively, this alignment can enhance both brand recall and shopper trust.

Connecting in-store interactions to digital outcomes through loyalty programs, QR codes or mobile integrations can provide the same attribution benefits marketers have come to expect from online efforts. It can help bridge the last mile gap and provide clear return on investment insights.

The Road Ahead

Retail media is not just an e-commerce trend. For CPG brands and grocers, the real action is still happening at the store. By embracing the distinct behaviors of in-person shoppers, leveraging real-time retail data, and embedding physical touchpoints into omnichannel strategies, brands can help turn every store visit into a powerful moment of influence and conversion.

Mike Schott is the president of media at Volta Media, a Shell brand, has a network of over 6,800 eye-catching digital out-of-home screens.