I'm delighted to announce the results of our Retail Media Benchmarking Study which we will be previewing on our stand at the Retail Media Summit
We know that 70% of purchase decisions are made in-store at the fixture, so our latest Benchmarking Study set out to understand how Retail Media can best influence shopper behaviour.
To do this, we sent 200 shoppers into leading Supermarkets, Discounters & Pharmacies to capture which Retail Media had the most impact & were most likely to inspire purchase.
Here is a quick Video Summary of the Shoppers feedback in store:
What Stands Out Most?
Shoppers consistently noticed:
⭐️ Standalone displays, gondola ends & in-aisle signage being most impactful.
📺 Digital Retail Media gaining traction: Now present in 23% of stores, led by Tesco (95%), Boots (35%) & Sainsbury’s (30%).
What drove attention across all formats:
👀 Bright, bold visuals.
🔖 Clear and enticing price/discount messaging.
🆕 New or interesting products positioned as worth trying.
What Drives Purchase?
Overall, shoppers claimed they would be very likely (7.1/10) to buy the products featured, especially when:
🛒 Displays are adjacent to the product on shelf, prompting impulse.
🎯 Offers deliver meaningful savings i.e. Loyalty cards.
📍 Activations are timely and relevant (e.g. Back to School).
What’s Next?
The full results are now available, this month we’re also offering a free pilot study (20 shopper visits) as proof of concept, which can also be rolled into a bigger project.
If you'd like the full results or take advantage of the pilot offer, please email robin@fieldagent.co.uk
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