The Power of Presence: Using In-Store Media to Drive Shopper Decisions in Indonesia

Capturing Shopper Attention Where It Counts

Nielsen's findings show that even though 60% of shoppers in modern trade have tried online shopping, this has not led to a high uplift: just 3% of shoppers buy groceries online every time*. This underlines a very important aspect of consumer behavior: the in-store experience is something that cannot be replaced, and it provides distinct options for brands to engage head-on with the consumer at the point of decision-making.

In-Store Media Influencing Shopping Behavior

Recent data underlines strong influence of in-store media on purchase decisions. Only 5% of shoppers follow their shopping list strictly as per pre-planning, while a massive 95% get influenced by something they see in the store.* This, however, shouldn't be all that surprising because the crux of the point is it indicates dynamic consumer decision-making, where the influence is heavy from in-store promotions and displays.

Comparing Digital and Static Media Synergy

The value in the effectiveness of in-store media is clear. Our numbers show that, in general, in-store installations, such as digital posters and end-gondola displays, are driving product visibility and shopper engagement at a high level. In fact, digital in-store media alone has been responsible for an additional 40% more shopper attention*, which is directly associated with uplifts in sales.

Extended Dwell Times and Enhanced Engagement

Another critical insight we have is from our Q4 2023 data: more time is increasingly spent by shoppers in a store, especially the larger and premium formats of stores*. Extended dwell times provide more opportunities for brands to engage with consumers, thus making in-store media an even more valuable tool in driving purchase decisions.

Demographic Influence on Media Reception

The receptiveness of shoppers towards in-store media changes with demographics. For instance, 67% of middle-aged consumers, ages between 20 and 49, found the product reviews that were on display in-store to be pivotal for their purchasing decisions*. Brands can leverage this insight to develop in-store media strategies that target the most likely swaying demographics, e.g. including product ratings and reviews from ORESA on their in-store advertising materials.

‍Ensuring Results

What distinguishes ShopComm is how we also monitor in-store ad exposure and engagement, including gathering detailed data on in-store ads with product samples and branded product displays, allowing for precise attribution and optimization of in-store advertising effectiveness. By leveraging these robust analytics, ShopComm not only demonstrates the real influence of in-store media on sales but also ensures that investments in this channel are strategically sound and produce measurable returns.

‍Conclusion

In-store media stands at the forefront of transforming shopping into an engaging, interactive experience. As ShopComm continues to lead with innovative solutions, the potential for brands to connect with and influence shoppers in real-time has never been greater. In the bustling markets of Indonesia, where the shopping experience is as diverse as its culture, in-store media continues to be a highly relevant tool.

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*Data Source: Nielsen Indonesia Retail Visitor & Shopper Media Habit, Q1 2024 Consumer Media View