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Finding The New Top of Funnel: In-Store Physical Retail Media

Tinuiti
Tinuiti

In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy. Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.

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Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT
Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023
Finding The New
Top of Funnel
In-Store Physical Retail Media
Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
tomorrow morning
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

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Finding The New Top of Funnel: In-Store Physical Retail Media

  • 1. Retail Success Through Every Part of the Funnel THE COMMERCE SUMMIT
  • 2. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023
  • 3. Finding The New Top of Funnel In-Store Physical Retail Media
  • 4. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox tomorrow morning Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
  • 5. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  • 6. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 7. Our Speakers SHAUN BROWN EVP of Commerce LINDELL BENNETT Chief Revenue Officer
  • 8. Cooler Screens is creating the world’s largest in-store digital media and merchandising platform for retail. We transform retail surfaces into digital IoT smart screens that deliver in-store retail media and merchandising for the ultimate consumer experience. Cooler Screens enables retailers to digitize and improve consumer experiences and empowers brands to drive sales and build brand equity by connecting with consumers at the first moment of truth.
  • 9. Agenda ● Digital Shopper Behaviors ● The Change in Importance Retail Now Plays ● The Role of Digital In-Store 9
  • 10. What percentage of retail sales are in-store? ● 42% ● 57% ● 84% ● 92% Poll
  • 12. Shoppers Have Become More Digital 12 Source: eMarketer Future of Retail, 10 Trends for a Transforming World
  • 15. In-Store is Still Very Alive and Critical for Success Sources: Statista, Jan 2023; eMarketer Nov 2022; Retail Dive, Nov 2022; Zippia, Aug 2022 SHARE OF RETAIL SALES VS ECOMMERCE eCommerce will continue growth 38%of shoppers expect to shop in physical stores more often than they did two years ago 11% of shoppers in 2021-2022 spent more time and money in stores 83%
  • 16. And Many Shoppers Actually Prefer In-Store 54% Sources: Emarsys, 2022; CSA - Chain Store Age, Summer 2022 prefer bricks-and-mortar retail to any other channel 4X More likely to prefer to buy in-person
  • 17. But What They Expect in Store Has Changed Sources: State of Consumer Behavior 2022 report; Retail Dive, Nov 2022; TalkDesk Research Report, 2022 When shoppers perceive your brand as customer-friendly, they see a trips as a spirit-lifting, headache-free experience. 26% of shoppers say the quality of service most determines whether an in-store experience is positive or negative 26% of shoppers say engaging digital content influences their purchasing decisions. And 22% say they shop longer as a result 51% of shoppers believe retailers can deliver excellent customer experiences in a completely digital way
  • 18. What Does This Information Lead us to Believe? 18
  • 19. The State Of Retail Is Evolving. Omnichannel measurement breaks down into 2 separate funnels (and experiences) currently. Online Journey Customer searches for a product Visits retailer website Adds to cart Makes purchase Customer searches for a product Visits retailer website or app Online to In-Store Journey Goes to physical store
  • 20. Into an Integrated View for the Customer, Retailer, and Brand. Online to offline delivers visibility to shopping behaviours and connects insights across the entire customer journey. Customer searches for a product Visits retailer website or app Goes to physical store Makes purchase
  • 21. Retail is Now a Funnel Approach
  • 22. How Does It Change The In-Store Experience? 22
  • 23. It’s A Merge Of Experiences It bridges the gap by reimagining in-store for retailers, consumers, and brands. Retailers delight consumers, lift in-store sales and enter a digital media business. Brands build brand equity and drive sales simultaneously while being supported by real-time data and analytics.
  • 27. What Makes In-Store Digital Experiences a Powerful Tool? 27
  • 28. Power of Data for Brands, Retailers & Shoppers Data comparable to typical digital buys based on shopper behavior in-store.
  • 29. Who Should be Using Digital Experiences In-Store? 29
  • 30. . “PHYSICAL STORES ARE THE NEXT MAJOR MEDIA CHANNEL” -Andrew Lipsman Principal Analyst, Insider Intelligence
  • 31. So What Should Brands Do, And Where Do They Start? 31
  • 32. Map Your Path Using Your Current Plan ● What are your current strategic retail initiatives internally? Online or offline. ● What audiences are you trying to reach? ● Look at seasonality, tentpole moments such as product launches and areas of the business you’ve prioritized for 2023. Retail media is here to stay so focus on finding a place for it in your current strategies.
  • 33. Why is This In-Store Shift So Important? 33
  • 34. Closing the In-Store Media and Measurement Gap is Critical. ● 90% of category sales across food, beverage, CPG and OTC happen in-store. ● 82% of purchase decisions are made while in-store. ● 62% of shoppers make an impulse buy while shopping in-store. 90% In-Store Purchases 10% Online Purchases
  • 35. What is on the Horizon for Digital Experiences at Retail? 35
  • 36. Digital No Longer Means Online Bring the science of e-commerce to brick-and-mortar retail and delight consumers with ease, relevancy and transparency.
  • 37. Key Takeaways 1. In-store retail is now a funnel approach that can – and should – be leveraged for top of funnel tactics. 2. Use seasonality and tentpole moments like product launches for targeted in-store activations. 3. When using in-store digital advertisements, you can build brand equity and drive sales simultaneously – all supported by real-time data and analytics.
  • 39. Q&A SHAUN BROWN EVP of Commerce LINDELL BENNETT Chief Revenue Officer
  • 40. 40 Stay informed on the future of digital marketing Visit our content hub ➜