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

"In-store is where intent turns into action. 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."

In-store environments convert purchase intent into action and command massive daily reach, with approximately 30 million US grocery visits each weekday. Retailers are expanding media across analog and digital surfaces, creating new opportunities for brands. Learnings from thousands of campaigns and shopper research indicate that simple, fit-for-purpose creative combined with closed-loop measurement drives measurable results. In-store messages are three times more likely than digital ads to influence product trial, and three out of four shoppers report making unplanned purchases due to in-store marketing. Optimizing message type, timing, placement, and creative clarity maximizes impact across categories.

Read at Marketing Dive