Putting Retail Back In Retail Media

Within the past few years, advertisers have evolved their marketing plans to be inclusive of several layers of promotional tactics to reach shoppers. Inversely, retailers are taking advantage of their direct shopper information to develop Retail Media that competes with established digital media channels. Retail media allows brands and retailers to communicate to shoppers in a dynamic way, opposed to traditional signage, ads, or e-commerce ad blocks. The new omnichannel approach allows the layering of marketing tactics, within the environment that the shopper is shopping. When used properly, retail media has incredible impact. 

“I’ve spent the majority of my career in corporate-level retail, within Merchandising and Marketing,” says Michele Oger, Director of Retail Media at Vibenomics. “The number one goal is to engage shoppers, at the time they’re shopping, and influence their purchase decision. That’s where  advertisers should be activating a layered retail media plan.”

Audio Out-of-Home (AOOH) serves as a layer of retail media. The technology provides advertisers the ability to communicate to shoppers, regardless of where in the store they are. AOOH targets all shoppers at the moment they are making decisions along the path to purchase.

Oger adds, “We’ve studied shopper behavior, and know that shoppers who hear a Vibenomics audio advertisement have a 77% propensity to purchase the advertised item. That’s a significant statistic, and we’re seeing brands and advertisers stepping up to work with us.”

The COVID-19 pandemic has had an unprecedented effect on traditional shopper behaviors. As a result, consumers have been purchasing groceries, household goods, and personal care necessities online for the past year. However, the brick-and-mortar shopping experience is not dead. Consumers are showing a strong return to in-store shopping — enjoying choice, variety, and freedom to shop for their own items. Data suggests that although some shopping will remain online, the trend is showing a strong return to in-store. As a matter of fact, physical stores are projected to account for 72% of U.S. retail sales in 2024.  

During the pandemic, some retailers leveraged the decrease of in-store traffic by assessing the areas that needed attention – updated fixtures, shelf resets, new products, and refreshed marketing materials. Shoppers have enjoyed coming back to an enhanced in-store experience. Marketing has been kicked into high gear as well by introducing new price shelf talkers, floor clings, enhanced in-store displays, and in the savviest of retailers, Audio Out-of-Home.

 “The customer experience is paramount, and our ability to message to shoppers about fun new products, and in-store initiatives around their health and safety, is invigorating”, says Oger. “Our part in bringing brands, retailers and shoppers together is powerful, and in a time where consumers are eager to shop again, an investment in Vibenomics AOOH messaging makes great financial sense.” 

With Audio OOH technology, retailers enable brands to boost visibility and recognition through product advertisements, controlling everything through a self-service platform. Retailers, advertisers, and customers can all benefit from the implementation of Audio OOH. To learn more about Vibenomics Audio Out-of-Home technology, visit www.Vibenomics.com.