"For example, imagine tapping into a cart or app and starting to scan your groceries. As milk goes in, a short, quiet banner suggests cereal you often buy two aisles away, and a recipe card appears with a 10‑minute breakfast idea. Near the snack aisle, the screen nudges a limited‑time coupon for a brand you follow. At produce, it reminds you that you're one item shy of a bundle discount, shows the shelf location and offers to add it. One tap and you're guided there."
"But is simply adding more screens across aisles enough? Most of us in the industry have seen the evidence that impact comes from delivering personalized, contextually relevant content at the right time. Without precision, much of the potential remains untapped. Self-checkout touchpoints, like smart carts or mobile scan-and-go apps, can unlock a powerful opportunity for in-store retail media. Retailers can leverage screensthatshoppers already engage with throughout their entire journey."
Retail media is expanding into physical stores via self-checkout surfaces such as smart carts, scan-and-go apps, handheld scanners, and charging stations. These surfaces create real-time, context-driven opportunities to deliver personalized promotions exactly when shoppers decide. Examples include quiet banners suggesting complementary items, recipe cards, targeted coupons, bundle reminders with shelf location, and guided navigation to add items. Precision and contextual relevance are required to unlock full potential. Around 80% of grocery purchases occur in-store, making in-aisle marketing at the immediate point of purchase especially powerful. Retailers can leverage signals captured during shopping without adding extra hardware.
Read at Forbes
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