Majority of Shoppers Make Unplanned Purchases Based on In-Store Marketing
Vestcom, an Avery Dennison company, is highlighting the measurable impact of in-store media with consumer research and campaign data showing that shopper-facing messaging at the shelf continues to play a powerful role in influencing purchase decisions — often outperforming digital advertising.
According to the company’s newly released “Effective In-Store Messaging Guide,” key findings include:
- 72% of shoppers report making unplanned purchases based on in-store messaging.
- In-store marketing is three times more likely than digital ads to influence shoppers to try a new product.
- Seasonal in-store campaigns deliver an average incremental return on ad spend (iROAS) of $3 or more.
The findings, based on a survey of 2,000 U.S. consumers, point to renewed opportunities for brands to re-evaluate media allocations in what Vestcom describes as the “impulse economy.” The guide combines consumer insights with an analysis of thousands of in-store media campaigns to provide practical recommendations for brands.
Also Read: Designing for Conversion: How Hershey, Dreyer's, Others Are Fixing In-Store Execution
“The physical store is where 85% of consumer purchases are made, yet digital channels dominate the focus of most brands' media spend,” Shock Torem, SVP, Vestcom Media Solutions, said in a media release. “In-store media delivers measurable, incremental sales at the point of decision, which digital channels simply cannot replicate. The brands that recognize this and invest accordingly will capture the impulse economy, while others chase less effective impressions.”
Building Value Through Messaging
While price and promotional messaging remain the most influential in-store message type, Vestcom’s research finds shoppers are also highly responsive to other kinds of value-driven communication:
- Price and promotional offers: 88% of shoppers ranked this as the most influential message type.
- Health or functional benefits: 73% said these messages influence their decisions.
- New or seasonal product launches: 68% responded positively to these cues.
Vestcom suggests that brands can use these insights to balance promotional content with messaging that builds brand equity and encourages trial.
Understanding the 'Decision Belt'
The study also identifies the shopper’s path from entry to aisle to endcap as the critical “decision belt” within the store, where 81% of shoppers said they most notice and engage with brand messaging.
Among in-store media formats, shelf tags ranked as the most noticed, reinforcing the importance of shelf-edge communication solutions.
Bridging Physical and Digital Experiences
The research also highlights the increasing convergence of in-store and digital behaviors:
- 45% of shoppers reported they often or always use their phones while shopping to look up product information.
- QR codes and digital integrations are emerging as key tools to extend engagement beyond the shelf and create a more connected path to purchase.
A Growing Role for Data-Integrated Shelf Media
Essentially, Vestcom’s research suggests marketers may be overlooking the potential of in-store media amid heavy investment in digital channels. It adds to the notion that in-store retail media — particularly data-enabled shelf-edge solutions — is becoming a critical part of omnichannel strategies. With approximately 30 million grocery store visits each weekday across the U.S., the company argues that in-store audiences represent significant, measurable growth potential for brands that invest strategically.
