Bridging the In-Store Digital Media Measurement Gap

""The retail and CPG industry has attempted to force in-store media to follow a digitally-native, one-to-one attribution playbook. This approach has failed for two primary reasons.""

""Success should be measured by how media influences the physical flow of goods, rather than trying to force-fit digital metrics such as click-through rates or individual tracking into a physical environment.""

In-store digital media investment remains stagnant despite technological advancements and the extensive reach of physical retail. The primary issue is a misalignment of goals rather than a lack of digital measurement. In-store digital media includes dynamic screens and audio systems that engage shoppers. The retail industry attempts to apply digital metrics to in-store media, which fails due to conflicting success definitions and inadequate sensors. Success should be measured by how media influences product movement rather than digital metrics.

Read at WWD