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What’s in Store for In-Store?

The buzzwords in commerce marketing are many as of late — cookie deprecation, AI, full-funnel, incrementality and, the latest (and perhaps most exciting, although it’s certainly not new), in-store. Specifically, I’m talking about in-store retail media. 

As I write the Editor’s Note for this issue, we are in the midst of wrapping up a qualitative study on in-store retail media, conducted in collaboration with our friends at the IAB. The goal of this latest research is to understand how retailers and CPG brands are evaluating in-store retail media by gathering their thoughts and experiences on measurement, challenges and future innovations in the space. By interviewing industry leaders across the ecosystem and incorporating insights from the top retailer media networks (RMNs) and CPG brands, our aim is to illuminate the path forward with best practices on how to integrate and maximize the full potential of in-store retail media as a powerful advertising platform. 

The results of this study will be unveiled in just a few weeks’ time, when the Path to Purchase Institute makes our inaugural splash at the Cannes Lions International Festival of Creativity this summer. In just a few weeks’ time, commerce marketers will be walking down La Croisette in their sunglasses and linen, working up a sweat bouncing from activation to activation, listening in on expert panel discussions and making connections at the 200 networking events they’ve aggressively RSVP’d to.

While Cannes certainly has a reputation for being an over-the-top experience — I mean, how many fancy yacht parties can one human being attend in four days? (The correct answer, in case you’re curious, is that the limit does not exist) — the festival is also known for being a hot bed of innovative ideas and THE place for changemakers to gather and explore the future of advertising. 

So, it came as no surprise when we began to hear from our industry of commerce marketers that this was a place they wanted to gather — which is why P2PI will be there right alongside them this year, collaborating with our commerce friends to connect the community and share insights that will help further our industry and drive innovation. VIPs will get an exclusive first look at the in-store retail media study results at a handful of exclusive events we’re partnering on, where you can expect thought-provoking discussions, plenty of networking, idea exchange and, of course, rosé. Following the study debut in Cannes, we’ll release the findings to the greater industry at large — so be on the lookout!

If in-store insights is what you’re looking for, you don’t have to wait or travel to France. P2PI’s latest proprietary research, in collaboration with Great Northern Instore, examines the factors that impact shoppers’ satisfaction with the in-store experience, reinforcing areas of opportunity for brands and retailers. We also leveraged our trip to Philadelphia for Future Forward in May with a visit to the largest Wawa convenience store.

Beyond in-store, we’ll be unveiling the results of even more research when we stage the largest conference dedicated to retail media — Retail Media Summit in Chicago, June 25-27. This sell-out event will bring together the brightest minds in retail media for one-on-one meetings, education, inspiration and networking. We hope you’ll join us for RMS (we are the OG of retail media events, after all) as we explore powering commerce across the evolving landscape.

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