By Mandy Adams, Sr. Director, Orange Apron Media
While digital retail media has experienced explosive growth, the physical store remains a dominant force in the path to purchase. Over 70% of retail sales still occur in brick-and-mortar locations, especially in the home improvement, grocery, and mass merchandise categories1. Yet, in-store digital signage, audio, and DOOH together account for less than 1% of total retail media spend, according to eMarketer’s Retail Media Forecast2.
For certain product categories like tools, appliances, and seasonal decor, the store is more than a place to buy; it’s where shoppers explore, compare, and get inspiration. With the rise of digital in-store formats such as interactive displays, digital signage, and audio networks, marketers can start to bring the sophistication of digital media into the physical store.
Where Physical Meets Digital: The New Omnichannel Reality
The future of retail media is not choosing between digital or in-store, but in strategically integrating both. When these environments align, brands can create cohesive, full-funnel experiences that drive real results.
Today’s shoppers no longer perceive a distinction between digital and physical channels; they move fluidly between both. They may scroll a mobile ad, watch a CTV spot, browse a retailer’s app, then walk into the store, or they may start in-store and complete their purchase online. Each touchpoint builds on the last, which is why seamless messaging is important for a cohesive customer journey. Driving consistency across these moments ensures that no matter where a shopper encounters a brand, the story feels relevant and intentional. This is where in-store media becomes a strategic amplifier of retail media campaigns.
Reaching Shoppers at the Point of Decision
In-store media sits at a powerful nexus of experience, influence, and conversion, meeting shoppers at the point of purchase and decision. For brands, it offers a rare opportunity to own both the message and the moment across every step of the customer journey. In-store touchpoints can deliver relevance, storytelling, education, and brand differentiation exactly where it matters most – at the point of decision.
Moving forward, the most successful retail media networks won’t be digital-first; they’ll be omnichannel by design, built to meet shoppers not just where they are, but at every point on their path to purchase. Orange Apron Media is an example of this evolution in action, with over 500 digital side caps, aisle signage, pro desk displays, and newly launched in-store audio capabilities. The goal isn’t just media placement; it’s creating a connected experience that inspires shoppers and guides them in their path to purchase.
The Path Forward
Retail media has evolved far beyond selling impressions. Today, it’s about orchestrating shopper-centric campaigns across the full ecosystem. As retail media networks continue to integrate in-store and digital, the goal should be to create cohesive experiences that serve shoppers where they are. The aisle is no longer the end of the journey; it’s where the relationship continues to grow.
Learn More
[1] EY
[2] eMarketer
