Delivering effective in-store messaging: evidence-based best practices

"As retailers expand in-store media across both analog and digital surfaces, brands need practical guidance that enhances, not disrupts, the shopping trip. This article offers a preview of Vestcom's Effective In-Store Messaging Guide , which distills what works best inside the store, combining learnings from thousands of real campaigns with shopper perspectives from a recent research study to help brand teams design simple, high-impact messages that drive measurable results."

"Stores see massive daily foot traffic, with approximately 30 million grocery store visits occurring each weekday across the US. The captive audience walking through these stores rivals the reach of the biggest moments in media. In Vestcom's recent study, shoppers revealed that in-store messages are three times more likely than digital ads to influence their decision to try a new product. Treating in-store as a true media channel, with compelling, fit-for-purpose creative and closed-loop measurement, is how brands turn that traffic into profitable volume."

Vestcom's Effective In-Store Messaging Guide distills evidence-based best practices from thousands of campaigns and recent shopper research. In-store environments convert intent into purchase and reach roughly 30 million weekday grocery visits across the US. Shoppers report that in-store messages are three times more likely than digital ads to influence trial, and three out of four shoppers make unplanned purchases after seeing in-store marketing. Brands should treat in-store as a media channel, employ simple, fit-for-purpose creative, and use closed-loop measurement to turn store traffic into profitable, measurable volume across categories.

Read at Food Dive