The Growing Impact of In-Store Screens on Consumer Behavior
While one might think in-store retail screens are just another ad serving medium, apparently passive and non-intrusive in nature, however, today's in-store digital displays can possess sophisticated targeting capabilities, as good as the mobile, desktop and TV ones! With the advent of TVOOH, out-of-home ads can be just as customer-relevant as the ones served to them 1:1, WITH the added benefit of the 1:many model and their unskippable format. Add to that, the increasing evidence of their superiority in shaping consumer behavior and driving sales, in-store screens present a nearly "unmissable" opportunity to reach your target customer. Here's how:
Consumers STILL prefer In-Store Shopping
Take that from someone whose mom buys even paper-towels in person. And while my favorite retail location is my comfy couch, the numbers side with my mom. 72% of consumers shop in stores WEEKLY, and 45% primarily shop in physical retail locations. This highlights the continued significance of brick-and-mortar stores, where in-store screens can significantly influence purchasing decisions.
Purchase Influences and Decision-Making
Around 76% of consumers report being influenced by visual content during their shopping experience. In-store screens provide an excellent opportunity to relay relevant product information, promotions, and brand stories, making a powerful connection between messaging and product.
https://capitaloneshopping.com/research/online-vs-in-store-shopping-statistics/
Retail Screens = Crowd Magnets
In-store screens increase sales volume by at least 29.5%, proving that shoppers are drawn to dynamic content, especially when it delivers timely deals or product features tailored to their needs.
https://www.retailcustomerexperience.com/articles/top-consumer-behavior-trends-in-2024/
Gen Z: The Phygital Pioneers
Despite the ease of online shopping and the demographic's overall tech savviness, studies show that a whopping 64% of Gen Z consumers actually happen to prefer in-store shopping, which is more than any other generation!
There have been a lot of assumptions made about Gen Z, but how they actually shop might surprise many,” says Jen Wu, Managing Director at L.E.K. “Gen Zers don’t want shopping to be just transactional. They want it to be an enjoyable activity. From desiring seamless interaction between the off- and online world of shopping and discovery to choosing products based not just on their style but also their values, Gen Z has raised the bar. To capture this generation, now and in the future, brands, retailers and their investors need to meet their needs every step of the way.”
Don’t Underestimate FOMO
Impulse buys see a 20% jump when screens display limited-time offers. The reason? FOMO (fear of missing out). "Buy now, before it's gone!" messages on flashy displays are irresistible to time-crunched shoppers.
https://www.retailcustomerexperience.com/articles/top-consumer-behavior-trends-in-2024/
Hybrid Shopping Trends
About 27% of consumers regularly shop both online and in-store, blending experiences. In-store screens can bridge this gap by promoting online channels or showcasing in-store exclusives, further enhancing brand loyalty.
https://capitaloneshopping.com/research/online-vs-in-store-shopping-statistics/
Beyond these factors, in-store screens address the growing demand for convenience, sustainability, and entertainment—all seamlessly integrated into a sleek digital interface. It’s no longer just about advertising; it’s about crafting an engaging experience.
