Digital retail media has given retailers and advertisers the biggest stage imaginable for reaching consumers. But that giant platform doesn’t guarantee a giant impact when it comes to influencing customers’ purchasing decisions.
数字零售媒体为零售商和广告商提供了可以想象的最大舞台来触达消费者。但是，在影响客户的购买决定方面，这个巨大的平台并不能保证会产生巨大的影响。
As the grocery industry has quickly accelerated retail media efforts over the past few years, digital advancements took center stage in 2023 and now in-store capabilities have stepped into the spotlight throughout this year.
随着杂货行业在过去几年中迅速加快零售媒体的努力，数字化进步在 2023 年成为焦点，现在店内功能在今年成为人们关注的焦点。
Recently, retailers, advertisers and industry experts alike have noticed that, despite the numerous possibilities of digital, in-store retail media is proving more influential to consumers.
最近，零售商、广告商和行业专家都注意到，尽管数字化存在多种可能性，但事实证明，店内零售媒体对消费者的影响力更大。
How grocers are innovating in fresh food
杂货商如何在新鲜食品领域进行创新
From new delivery services to technology designed to battle food waste, fresh foods and the ways grocers sell them are rapidly evolving.
Currently, 84% of retail sales continue to occur in-store, making the potential of in-store retail media more crucial than ever before, according to a July report from in-store advertising provider Vibenomics.
根据店内广告提供商 Vibenomics 7 月份的一份报告，目前 84% 的零售额仍然发生在店内，这使得店内零售媒体的潜力比以往任何时候都更加重要。
In-store retail media advancements are particularly beneficial to regional and mid-market retailers, Kevin Bridgewater, senior vice president of retail media company Quad, said in an interview, noting that these smaller retailers can better articulate their customer base to CPG partners and explain why they would benefit from messaging about a product.
零售媒体公司 Quad 的高级副总裁 Kevin Bridgewater 在接受采访时表示，店内零售媒体的进步对区域和中端市场零售商特别有利，并指出这些较小的零售商可以更好地向 CPG 合作伙伴阐明他们的客户群，并解释为什么他们会从有关产品的信息中受益。
“The site traffic just isn’t enough for these smaller retailers to generate enough excitement from the brands, but the foot traffic is significant,” Bridgewater said.
“网站流量不足以让这些小型零售商从品牌中产生足够的兴奋，但客流量很大，”Bridgewater 说。
A grocer’s ability to follow a shopper’s journey throughout the store and link it to their baskets and purchases with in-store retail media capabilities is vital. Impressions, which signify if a customer saw the ad, and impact, which tracks if an ad led to a purchase, are both vital for grocers and CPGs to understand the success of an ad campaign.
杂货店能够跟踪购物者在整个商店中的旅程，并通过店内零售媒体功能将其与他们的购物篮和购买联系起来，这一点至关重要。展示量（表示顾客是否看到了广告）和影响（跟踪广告是否促成了购买）对于杂货店和 CPG 了解广告活动的成功都至关重要。
购物者可以在杂货店看到流行的店内零售媒体技术。
Julia Himmel/杂货潜水
Measuring impact 衡量影响
Every section of the grocery store can be decked out with in-store retail media, and the placement of these gadgets is strategic, aiming to garner the most impact and collect the most shopper data, experts said.
专家表示，杂货店的每个部分都可以用店内零售媒体进行装饰，这些小工具的放置具有战略意义，旨在获得最大的影响并收集最多的购物者数据。
Sampling kiosks 采样亭
The first retail media technology a shopper may encounter is a sampling kiosk, giving customers the opportunity for discovery right as they walk through the door.
购物者可能遇到的第一种零售媒体技术是 Sample Kiosk，让客户有机会在进门时立即发现。
Kiosks most commonly live at a store’s entrance and are often interactive, Gil Phipps, senior vice president of global customer solutions at Advantage Solutions and former chief marketing officer with Sprouts Farmers Market, said in an interview. That interaction is essential to measuring the impact of ad messaging.
Advantage Solutions 全球客户解决方案高级副总裁兼 Sprouts Farmers Market 前首席营销官 Gil Phipps 在接受采访时表示，售货亭通常位于商店入口处，并且通常是互动的。这种互动对于衡量广告信息的影响至关重要。
How grocers are growing their retail media networks
杂货商如何发展其零售媒体网络
Grocers of all sizes are continuing to test the bounds of digital retail media capabilities through the launch of new capabilities and third-party partnerships.
Wakefern Food Corp. was one of the first to widely implement interactive kiosks back in 2023, installing them at 95 ShopRite and The Fresh Grocer stores. Powered by Freeosk, the units dispensed product samples to shoppers after they scanned in with their phone, allowing the system to collect data and see if that trial led to a purchase.
早在 2023 年，Wakefern Food Corp. 就是最早广泛实施交互式自助服务终端的公司之一，在 95 家 ShopRite 和 The Fresh Grocer 商店安装了它们。在 Freeosk 的支持下，这些设备在购物者使用手机扫描后向他们分发产品样品，使系统能够收集数据并查看该试用是否导致了购买。
While kiosks provide a seemingly direct method to showcase an ad partner’s campaign and gather shopper intel, their main shortcoming is their distance from the register and primary product display, Phipps noted, especially when compared to retail media messaging that is more integrated into a store’s layout.
Phipps 指出，虽然自助服务终端提供了一种看似直接的方法来展示广告合作伙伴的活动并收集购物者情报，但它们的主要缺点是它们与收银台和主要产品展示的距离，尤其是与更多地集成到商店布局中的零售媒体消息传递相比。
“Messaging in the store right when you walk in is important, but not as powerful as messaging cereal on the cereal aisle, and, certainly, closer to the product and closer to the point of purchase is more powerful,” Phipps said.
“当你走进商店时，在商店里发送消息很重要，但不如在麦片过道上发送消息麦片那么强大，而且，当然，更靠近产品和购买点更强大，”Phipps 说。
Digital end caps & vertical banners
数字端盖和垂直横幅
由 The Save Mart Companies 提供
As shoppers make their way deeper into the store, they may encounter a digital end cap. Positioned at the end of an aisle, these end caps are mainly used to grab shoppers’ attention on stand-out products, like limited-time season offerings, or staple items.
当购物者深入商店时，他们可能会遇到数字端盖。这些端盖位于过道的尽头，主要用于吸引购物者对突出商品的注意力，例如限时产品或主打商品。
Once a consumer makes their way down the aisle, vertical banners — smaller screens attached to the aisle’s display to draw shoppers to particular goods — will grab their attention next.
一旦消费者走下过道，垂直横幅（连接到过道显示屏上的较小屏幕，以吸引购物者购买特定商品）接下来将吸引他们的注意力。
These aisle-centered in-store retail media tools often use the same measurement tactics and technology.
这些以货架为中心的店内零售媒体工具通常使用相同的测量策略和技术。
In April, The Save Mart Companies began rolling out in-store retail media technology as part of the launch of its In-Store Connect network, which is powered by Quad.
4 月，The Save Mart Companies 开始推出店内零售媒体技术，作为其推出由 Quad 提供支持的 In-Store Connect 网络的一部分。
Keep up with the story. Subscribe to the Grocery Dive free daily newsletter
跟上故事。订阅 Grocery Dive 免费每日时事通讯
To measure ad performance, Quad collects transaction logs from its retail partners, including The Save Mart Companies, to measure category SKU-level performance of participating brands, Bridgewater said in an interview.
Bridgewater 在接受采访时表示，为了衡量广告效果，Quad 从包括 The Save Mart Companies 在内的零售合作伙伴那里收集交易日志，以衡量参与品牌的品类 SKU 级表现。
End caps, vertical banners and other aisle screens supplied by Quad determine impressions through “shopper trap encounter technology,” Bridgewater said, a capability that senses and measures a shopper’s in-store maneuvers. The company then analyzes this transaction and SKU-level data alongside impressions.
Bridgewater 说，Quad 提供的端盖、垂直横幅和其他过道屏幕通过“购物者陷阱遭遇技术”确定印象，该技术可以感应和测量购物者在店内的操作。然后，该公司会分析此交易和 SKU 级别的数据以及展示量。
From there, Quad carries out A/B testing, also known as split testing, to track awareness and compares the results for stores within its network against stores in the same chain that are not part of its network, Bridgewater said.
Bridgewater 表示，从那里，Quad 进行 A/B 测试（也称为拆分测试）以跟踪知名度，并将其网络内商店的结果与同一连锁店中不属于其网络的商店的结果进行比较。
Cooler screens 冷却器筛网
由 Cooler Screens 提供
Grocers can also bring retail media to their refrigerated doors.
杂货店还可以将零售媒体带到他们的冷藏门口。
Technology and retail media company CoolerX, formerly named Cooler Screens, is one such company that offers digital refrigerators and freezer doors. These screens showcase ads and product information as well as let shoppers interact with digital merchandising.
科技和零售媒体公司 CoolerX，前身为 Cooler Screens，就是这样一家提供数字冰箱和冰柜门的公司。这些屏幕展示广告和产品信息，并允许购物者与数字推销互动。
Artem Lavrinovich, chief data and product officer for the company, compared the interaction to a consumer clicking on a digital ad. For its retail partners, CoolerX uses sensors on its screens to provide shopper behavior insights, including how close they were to the screen, how long they stayed in front of it and how many shoppers viewed it. This intel, as well as the store’s transaction logs, are time-stamped, allowing CoolerX to understand the correlation between a displayed ad and shoppers’ baskets.
该公司的首席数据和产品官 Artem Lavrinovich 将这种互动比作消费者点击数字广告。对于其零售合作伙伴，CoolerX 使用其屏幕上的传感器来提供购物者行为洞察，包括他们离屏幕有多近、他们在屏幕前停留了多长时间以及有多少购物者观看了屏幕。这些情报以及商店的交易日志都带有时间戳，使 CoolerX 能够了解所展示广告与购物者购物篮之间的相关性。
Read More in Technology
阅读更多 技术
If a customer is standing close to the CoolerX door screen for an extended time, the company can serve them an ad aimed at influencing their purchase choices, such as highlighting a trending item behind the refrigerator door they are looking at or displaying a QR code that offers additional information or savings, Lavrinovich said.
Lavrinovich 说，如果客户长时间站在 CoolerX 门纱附近，公司可以向他们投放旨在影响他们购买选择的广告，例如突出显示他们正在查看的冰箱门后面的热门商品，或显示提供更多信息或节省费用的二维码。
“The sensors are not just there to count how many ads were played and what the dwell time and the distance were. They’re actually there to recognize where the customer is in their journey,” he said.
“传感器不仅仅是用来计算播放了多少广告、停留时间和距离。他们实际上是为了识别客户在他们的旅程中所处的位置，“他说。
Smart carts 智能推车
Smart carts are a way grocers can combine nearly all in-store retail media has to offer — push ads, personalization, in-store app features, loyalty program promotions and digital screens — into one machine.
智能购物车是杂货店可以将几乎所有店内零售媒体（推送广告、个性化、店内应用程序功能、忠诚度计划促销和数字屏幕）整合到一台机器中的一种方式。
Though not yet as widely deployed as digital screens, smart carts are gaining popularity amongst grocers.
虽然智能手推车尚未像数字屏幕那样广泛部署，但在杂货店中越来越受欢迎。
Instacart is an e-commerce provider that is heavily leaning into the power of smart carts, with “thousands” of its screen-equipped carts, Caper Carts, expected to be in supermarkets by the end of 2024, CEO Fidji Simo said in May.
Instacart 是一家电子商务提供商，严重依赖智能购物车的力量，其“数千辆”配备屏幕的购物车 Caper Carts 预计将于 2024 年底进入超市，首席执行官 Fidji Simo 在 5 月份表示。
As in-store retail media has grown, so have Caper Cart’s capabilities. In January, Instacart debuted ads on the smart cart’s screens and began piloting the new capability at Good Food Holdings banner stores. The feature enables CPG brands to engage with customers through ads during their shopping trips and serve them more personalized content based on past purchases and in-store shopping behavior, Instacart said in an emailed announcement about the technology.
随着店内零售媒体的发展，Caper Cart 的功能也在增长。1 月，Instacart 在智能购物车的屏幕上首次展示了广告，并开始在 Good Food Holdings 横幅商店试行这项新功能。Instacart 在一份关于该技术的电子邮件公告中表示，该功能使 CPG 品牌能够在客户购物过程中通过广告与他们互动，并根据过去的购买和店内购物行为为他们提供更加个性化的内容。
How grocers are innovating in fresh food
杂货商如何在新鲜食品领域进行创新
From new delivery services to technology designed to battle food waste, fresh foods and the ways grocers sell them are rapidly evolving.
With smart carts being one of the newest types of in-store retail media, measurement capabilities are not as standard as stationary in-store screens. In emailed comments, Instacart did not elaborate on Caper Cart’s measurement capabilities.
由于智能购物车是最新类型的店内零售媒体之一，因此测量功能不如固定的店内屏幕标准。在电子邮件评论中，Instacart 没有详细说明 Caper Cart 的测量功能。
What’s limiting in-store retail media tech?
是什么限制了店内零售媒体技术？
While grocers can unlock deeper shopper behavior insights with their newfound retail media capabilities, experts note that advancements are often halted and the technology itself has limitations.
虽然杂货商可以通过他们新发现的零售媒体功能获得更深入的购物者行为洞察，但专家指出，进步往往会停滞不前，而且技术本身也有局限性。
For example, while smart carts may be the next wave of in-store retail media technology, Phipps worries that they may end up restricting shopper spending.
例如，虽然智能购物车可能是下一波店内零售媒体技术，但 Phipps 担心它们最终可能会限制购物者的消费。
Because there is a limit to the number of items that can go into a cart, Phipps is concerned that specialty features, like being able to tally up a shopper’s total prior to checkout, might not work if a shopper exceeds the cart’s capacity.
由于可以进入购物车的商品数量是有限的，因此 Phipps 担心，如果购物者超出购物车的容量，则专业功能（例如能够在结账前统计购物者的总数）可能无法发挥作用。
Even more pressing for consumers, however, is the potential that grocers might breach their privacy as they look to further personalize the shopping experience.
然而，对消费者来说，更紧迫的是，杂货店在寻求进一步个性化购物体验时可能会侵犯他们的隐私。
CoolerX, Quad and Grocery TV don’t currently capture or record personally identifiable information like gender, age and race, they said. Instead, they lean on impressions to measure an ad’s impact.
他们表示，CoolerX、Quad 和 Grocery TV 目前不捕获或记录个人身份信息，例如性别、年龄和种族。相反，他们依靠展示量来衡量广告的影响力。
To dwell or not to dwell
To dwell or not to dwell （居住还是不居住）
Dwell time is one of the most common metrics in-store retail media technology measures. And while some experts claim it is a crucial way to track customer engagement, others find it less reliable.
停留时间是店内零售媒体技术衡量标准中最常见的指标之一。虽然一些专家声称这是跟踪客户参与度的重要方法，但其他人认为它不太可靠。
According to Phipps, dwell time is an all-encompassing way to measure impressions as it picks up how many customers pass by an ad and how much time a shopper spends in front of an ad. That information can then be contextualized with store transaction logs and time of day to indicate how an ad performed.
根据 Phipps 的说法，停留时间是一种衡量展示次数的包罗万象的方法，因为它会了解有多少客户通过广告以及购物者在广告前花费了多少时间。然后，这些信息可以与商店交易日志和一天中的时间进行情境化，以表明广告的表现。
Bridgewater, however, noted that Quad does not find dwell time accurate for measuring an ad’s impact on shoppers or for collecting impressions.
然而，Bridgewater 指出，Quad 认为停留时间对于衡量广告对购物者的影响或收集展示量并不准确。
“We don’t feel there is an accurate way to measure dwell time that allows us to communicate back to a brand that they were engaged with the actual media,” he said. “[A shopper] could be looking at a product, they could be looking at something else, they could be stopped looking on their phone.”
“我们认为没有一种准确的方法来测量停留时间，使我们能够向品牌传达他们与实际媒体的互动，”他说。“[购物者] 可能正在查看产品，他们可能正在查看其他产品，他们可能会停止在手机上查看。”
Grocery TV CEO Marlow Nickell and Head of Data and Analytics Dallas Griffin noted that the company experimented with measuring demographics on their devices about five years ago, a practice they “abandoned very quickly” after getting inaccurate results. Now, the company relies on third-party audited impressions through a partnership with Placer.ai.
Grocery TV 首席执行官 Marlow Nickell 和数据和分析主管 Dallas Griffin 指出，该公司大约五年前就尝试了在其设备上测量人口统计数据，在获得不准确的结果后，他们“很快放弃了”这种做法。现在，该公司通过与 Placer.ai 的合作，依赖于第三方审计的展示量。
Lavrinovich noted that CoolerX’s technology acts like a radar-based system, sensing a human’s presence without gathering demographic details while Quad bases ad impact on impressions, SKU level movement and retailers’ transaction logs.
Lavrinovich 指出，CoolerX 的技术就像一个基于雷达的系统，无需收集人口统计细节即可感应到人类的存在，而 Quad 则根据广告对展示次数、SKU 级别移动和零售商交易日志的影响。
“We have no cameras on our device. We have no intention of putting cameras on our devices. Our belief, and my belief specifically, is that crosses the line of what the customer is looking for,” Bridgewater said, noting that collecting demographic information raises privacy concerns for consumers.
“我们的设备上没有摄像头。我们无意在我们的设备上安装摄像头。我们的信念，特别是我的信念，是这越过了客户正在寻找的界限，“Bridgewater 说，并指出收集人口统计信息会引起消费者的隐私问题。
Going forward, tapping into retailers’ apps may be the key to unlocking in-store retail media.
展望未来，利用零售商的应用程序可能是解锁店内零售媒体的关键。
A retailer’s app is “the most powerful in-store media surface” combining first-party data with in-store traffic insights, said Jordan Berke, founder and CEO of Tomorrow Retail Consulting and a former Walmart e-commerce executive.
Tomorrow Retail Consulting 创始人兼首席执行官、前沃尔玛电子商务高管 Jordan Berke 表示，零售商的应用程序是将第一方数据与店内流量洞察相结合的“最强大的店内媒体表面”。
“As consumers engage with the app while they’re in store, the potential to personalize and monetize and to give brands very targeted engagement opportunities is remarkable,” he added.
“当消费者在店内与应用程序互动时，个性化和货币化以及为品牌提供非常有针对性的参与机会的潜力是非凡的，”他补充道。
According to Berke, the next step for in-store retail media advancement is to combine the power of apps with in-store digital screens, giving customers the most personalized shopping experience possible. This development would involve enabling in-store screens to recognize when a customer’s app is nearby and display product ads and store messages on the aisle screen that fit their specific needs.
根据 Berke 的说法，店内零售媒体发展的下一步是将应用程序的力量与店内数字屏幕相结合，为客户提供最个性化的购物体验。这一发展将涉及使店内屏幕能够识别客户的应用程序何时在附近，并在过道屏幕上显示适合他们特定需求的产品广告和商店消息。
Getting to this point, though, would take retailers convincing their customers to trade privacy for this personalization, but it’s a trade-off Berke believes customers will be willing to accept.
不过，要达到这一点，零售商需要说服他们的客户用隐私来换取这种个性化，但 Berke 相信客户会愿意接受这种权衡。
“It’s not a gimme, it’s not a low-hanging fruit opportunity,” Berke said. However, the industry has seen “time and time again that if retailers can prove and continuously deliver that value, customers are comfortable with that exchange [of personal information],” he added.
“这不是一个噱头，也不是一个唾手可得的机会，”伯克说。然而，该行业已经“一次又一次地看到，如果零售商能够证明并持续提供这种价值，客户就会对这种 [个人信息] 交换感到满意，”他补充说。
Connecting in-store screens with apps would also improve metrics — specifically incremental return on ad spend (iROAS) — for grocers’ brand and advertiser partners, Berke said.
Berke 表示，将店内屏幕与应用程序连接起来还将改善杂货商品牌和广告商合作伙伴的指标，特别是增量广告支出回报率 （iROAS）。
Measuring iROAS requires precise attribution and control group creation. Currently, though, grocers’ in-store screen metrics are “lighter and looser,” leaving them unable to provide the highly detailed data advertisers seek, according to Berke.
衡量 iROAS 需要精确的归因和控制面板组创建。然而，Berke 表示，目前杂货店的店内屏幕指标 “越来越轻，越来越松散”，这使得他们无法提供广告商所寻求的高度详细的数据。
Quad, for example, is getting ready to roll out a capability where people can opt-in to link their retailer loyalty app to then receive personalized offers such as coupons, according to Bridgewater.
例如，据 Bridgewater 称，Quad 正准备推出一项功能，人们可以选择链接他们的零售商忠诚度应用程序，然后接收优惠券等个性化优惠。
“The fact that we are targeting people who are just in the store is so significant … [Previously] you haven’t been able to target them in an excellent environment when they’re ready to make that purchase decision — until now,” Bridgewater said.
“我们针对的是刚在店里的人，这一事实非常重要......[以前] 当他们准备好做出购买决定时，你无法在良好的环境中定位他们——直到现在，“Bridgewater 说。
