The digitization of physical stores has opened up new opportunities for marketers and brands, leading to better in-store experiences and increased conversion rates, according to a new report.
SMG, a U.K.-based company that operates retail media networks; Colosseum Strategy, a consultancy agency focused on commerce media; and Kantar, a marketing data and analytics business, commissioned the report titled “The Advertising Effectiveness of In-Store Retail Media.” Andrew Lipsman, independent analyst and consultant at Media, Ads + Commerce, authored the report.
SMG also partnered with ADWEEK to host its third annual Retail Media Summit UK in London on Oct. 15.
The report analyzed more than 12,500 campaigns to track how in-store ads impact different stages of a customer’s journey.
https://www.adweek.com/commerce/5-things-brands-should-know-about-in-store-retail-ads/