The IAB US Measurement, Addressability and Data Center has launched the Digital Out of Home (DOOH) & In-Store Retail Media Playbook. The playbook focuses on how brands and retailers can partner to enhance the in-store experience to deliver a comprehensive, shopper-centric approach. It examines the strategic partnerships that drive a unified commerce experience within physical store environments, highlighting the importance of understanding shopper missions and behaviors.
This playbook is from our IAB US team and contains US references.
This DOOH & In-Store Retail Media Playbook underscores the need for effective closed-loop measurement to refine in-store strategies, ensuring that every aspect of the consumer’s journey aligns with their preferences and enhances overall engagement directly at the point of sale.
What Is In-Store Retail Media and Why Is It Important to Your Strategy?
In-store marketing is a critical component of the retail mix, serving to engage customers the moment they step into a store. It encompasses a variety of techniques, from point-of-sale displays to in-store promotions, audio, and signage, all designed to attract attention and encourage purchase behavior.
The role of media in shaping merchandising and in-store marketing strategies has grown exponentially with the rise of digital technologies. Digital signage, interactive displays, and audio experiences offer new ways to engage customers, providing dynamic content that can influence purchasing decisions. These technologies not only enhance the customer experience but also provide retailers with valuable data on customer preferences and behavior.
Download the Digital Out of Home (DOOH) & In-Store Retail Media Playbook to learn more about:
- Merchandising and In-Store Shopper Marketing
- Consumer-Centric Strategies in Retail Media
- Advanced Measurement and Optimisation
- In-Store Venues and Zones
- And much more.
If you're an IAB New Zealand Member click here to gain access to the downloadable playbook.
For further information or to become an IAB New Zealand Member, please get in touch.
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