Retailers see advantage of digitizing brick-and-mortars

The digitization of brick-and-mortars is beginning to become a form of entertainment for customers, and also a valuable advertising tool.

Industry experts are saying digitization allows retailers to provide dynamic, interactive media experiences at shelves, end caps, cooler doors and checkout aisles.

A recent survey conducted by Cooler Screens involving 3,750 brick-and-mortar shoppers on the effectiveness of in-store retail media and digital ads found that:

Furthermore, data from Placer.ai and Comscore Media Metrix Multi-Platform reveals in-store retail media offers audiences that are an average of 70% larger than digital audiences for brick-and-mortars like Walmart (over 212 million unique visitors vs. 140 million), Target (119 million vs. over 78 million), Walgreens (over 73 million vs. over 35 million), Costco (66 million vs. over 22 million), CVS (almost 63 million vs. 41 million), and Kroger (over 41 million vs. almost 15 million).