5 things brands should think about when taking action in-store

The in-store experience is no longer just about transactions - it’s a dynamic environment where discovery, deal-seeking, and impulse purchases thrive. It’s the ideal space for brands to showcase new products, introduce fresh variants, and reinforce branding in ways that captivate shoppers. Today’s consumers expect more from bricks-and-mortar stores, seeking engaging experiences that go beyond convenience. To stay relevant and competitive, brands must rethink their in-store activation strategies, leveraging cutting-edge technology and shopper insights to create meaningful interactions that drive awareness, engagement and sales. Here are five crucial factors to consider when planning an effective in-store presence.

1. Define clear objectives aligned with consumer behaviour

Before launching an in-store initiative, brands must identify their core objectives. Are you aiming to boost product discovery, drive conversions, or enhance brand awareness? Understanding customer behaviour is crucial - leveraging analytics to determine foot traffic patterns, dwell time and purchasing habits ensures that initiatives align with actual consumer needs. For example, a recent study by AIscreens found that digital signage increases store delight by 60%, which can increase dwell time and engagement, leading to higher conversion rates.

2. Leverage retail media networks for targeted engagement

Retail media networks (RMNs) offer brands the opportunity to deliver personalised messaging to consumers at the point of purchase. With the right data-driven approach, in-store RMNs can optimise ad placements, ensuring messages reach the right audience at the right moment. In-store digital screens, endcap displays and interactive kiosks provide brands with highly visible real estate to capture consumer attention. As RMNs continue to expand, integrating them into in-store strategies will be key to delivering relevant and effective messaging.

3. Use technology to enhance the shopper journey

Consumers expect seamless and engaging shopping experiences, and technology plays a vital role in meeting these expectations. AI-driven recommendations, QR codes for instant product information and mobile integration with loyalty programmes can elevate the in-store experience. Additionally, the rise of frictionless checkout solutions - such as mobile self-checkout and smart carts - can improve convenience while reducing wait times, ultimately fostering customer loyalty.

4. Measure & optimise performance in real-time

In-store initiatives should not be purely static; they must evolve based on performance data. Advanced analytics tools, including sensor-based tracking, enable brands to measure engagement levels, conversion rates and the effectiveness of displays in real time. Closed-loop attribution models allow brands to link in-store marketing efforts to actual sales, providing tangible ROI insights and enabling ongoing optimisation.

5. Prioritise privacy & transparency

As in-store technology becomes more sophisticated, consumer privacy remains a top priority. Brands must ensure that data collection is compliant with regulations such as GDPR and that consumers understand how their data is being used. Transparency builds trust, and offering clear opt-in options for data sharing can improve consumer confidence while still allowing brands to gather valuable insights.

Final Thoughts

The in-store environment presents a wealth of opportunities for brands looking to connect with consumers in meaningful ways. By focusing on data-driven decision-making, leveraging retail media networks, embracing technology, measuring performance and prioritising privacy, brands can create impactful and future-ready in-store strategies. As the retail landscape continues to evolve, those who take a proactive approach will be best positioned for long-term success.

Alison Dunham, is Sales Director, In-Store Retail Media, UK for PRN, s STRATACACHE company. She has significant sales and leadership experience with a career including senior positions at GIG Retail, Triad Retail Media, and Result. Skilled in identifying opportunities to maximise advertising impact, Dunham has driven retail media advertising success for leading UK grocers ASDA and Morrisons.