Vestcom reveals comprehensive guide to maximize impact of in-store activation with evidence-based best practices grounded in real campaign learnings and recent shopper insights.
In-store is where intent turns into action. As retailers expand in-store media across both analog and digital surfaces, brands need practical guidance that enhances, not disrupts, the shopping trip. This article offers a preview of Vestcom’s Effective In-Store Messaging Guide, which distills what works best inside the store, combining learnings from thousands of real campaigns with shopper perspectives from a recent research study to help brand teams design simple, high-impact messages that drive measurable results.
Inside, we provide brands and retailers alike with valuable guidance on optimizing your content strategy with the shopper's voice in mind. Everything from what to say, where to say it and how to make it work harder with clear creative best practices, smart digital connections and an industry-leading approach to measurement.
Keys to delivering high-impact in-store messaging that compels action
Stores see massive daily foot traffic, with approximately 30 million grocery store visits occurring each weekday across the US. The captive audience walking through these stores rivals the reach of the biggest moments in media. In Vestcom’s recent study, shoppers revealed that in-store messages are three times more likely than digital ads to influence their decision to try a new product. Treating in-store as a true media channel, with compelling, fit-for-purpose creative and closed-loop measurement, is how brands turn that traffic into profitable volume.
Our new guide reveals patterns that universally drive results across categories. With three out of four shoppers reporting they make unplanned purchases as a result of seeing in-store marketing, we examine the types of messages that are most influential – and when, where and how to best engage shoppers within their in-store journey.
Below are four practical plays any brand can implement across the store.
1) Lead with value that goes beyond price
While price and promotion continue to be among the most influential types of messaging, the research also shows that messages about functional benefits, health and wellness and new item or seasonal callouts reliably move shoppers. The takeaway is centering your message around a proof point that builds value, such as “lasts longer,” “clean ingredients,” or “new this season.” This is how you grow baskets without relying solely on deep discounts.
2) Match the message to the moment
Context is the creative brief. Craft your message to be intuitive to the moment and mindset within the shopper journey. At entry, set orientation, prime brand messaging and value. On endcaps and around the perimeter, promote discovery and education, guiding shoppers to the shelf to convert. In the aisle, offer a clear, compelling reason why to buy to close the sale.
3) Connect physical to digital without adding friction
Our research validates that 45% of shoppers frequently use their phones while in-store to look up product information. Use that behavior to extend the story. Using QR codes to deliver a scannable shortcut to a recipe, a deep-linked in-app coupon, or expanded product information can deepen engagement without cluttering the creative. Treat the physical asset as the hook and the digital engagement as the extender.
4) Measure what matters, then scale what works
In-store should be held to the same standard as any performance channel. The combination of retailer point-of-sale data and test versus control methodology lets you isolate incremental impact. Teams that plan, test, learn and scale see escalating results. Our experience shows that when brands are guided to apply these in-store performance insights, they are successful in optimizing their campaigns for greater impact, delivering consistent incremental sales and return on ad spend.
Why this matters now
While retail media has gone mainstream, the digital-first mindset is starting to shift to the store, acknowledging the massive audience reach and contextual relevance, with more than 85% of purchases still occurring in-store. Budgets that over-index to upper-funnel tactics risk missing the opportunity to influence consumers at the key moment of action. Whether you are planning a new item launch, looking to reinforce product benefits, build regimen or grow usage occasions, the physical store can do more of the selling for you than any other channel.
Vestcom’s Effective In-Store Messaging Guide offers actionable best practices to deliver clear, relevant messages at the moment it matters to motivate a shopper from intent to purchase – with a practical test and optimization loop to turn the store into a consistent, measurable driver of incremental growth.
