Instore is the new battleground for retail media as retailers seek to bring the benefits of online to real world advertising – not least because 70% of FMCG goods and groceries are still purchased in physical stores. While technology such as screens and kiosks have shifted the dial, there are many challenges to delivering instore retail media as part of a holistic brand advertising position.
The Seismic Shifts Reshaping FMCG
80% of retail media spend goes to onsite, however instore is very much on the up. Data shows that as retailers refine how they use digital tech in stores, the instore segment of the retail media market is likely to hit $1 billion by 2028. The key market for growth right now is the US, however Europe isn’t far behind and China is also starting to surge. As more and more retailers – from FMCG and beyond – start to leverage the customer mapping technology available, instore will only grow.
What’s Inside the RetailX 2025 FMCG Report
Market context: where instore fits in to the overall retail media play, what is driving its growth and how much it is set to be worth.
Formats, channels and technology: Take a deep dive into what formats are available for instore, from screen walls to shelf edge ads right through to wrapping the whole outside of a physical location – plus a look at the Bluetooth, RFID and other tech making it happen.
Strategy and integration: Where and how does instore fit in with full-funnel and omnichannel marketing – and how do retailers make that integration happen?
Revenue, pricing and commercial models: Instore is following the pricing models and strategies of onsite, however there are a number of key differences that add another level of challenges when making instore part of your overall omnichannel ad strategy.
Competitive analysis: Instore retail media offers some distinct advantages over online retail media, offline retail media, online display and Digital Out-of-Home (DOOH); so how do they each compare?
Execution and operations: What teams, skills and processes do retailers need in place to effectively deliver instore retail media – particularly as part of an omnichannel offering?
The brand advertiser perspective: What can instore bring to brands looking to advertise through this arm of retail media and how do they integrate it with other ad channels.
Measurement and effectiveness: Measuring the effectiveness of retail media is an on-going challenge and instore throws up some peculiarities of its own
The road ahead: Where instore is heading in the next 24 months and how to be ready for the next stage of retail and commerce media.
Why This Report Matters Now
Instore retail media closes the advertising circle across on and offline, allowing brands to reach consumers at all and any point of the shopper journey. With the technology in place to allow for attribution and personalisation, now is the time to make the move to creating an instore strategy – and this report shows you how.
The instore retail media landscape of tomorrow is being built today. Make sure you’re part of it.
Download the Retail Media: Instore report now. Get exclusive insights into the $1bn advertising transformation that’s changing retail and advertising right now.
