Observed Signal · Jul 6, 2026 · Sponsored Analysis · Source: Retail Dive · Impact: 3/5 · Sentiment: Positive
Omnichannel Media Ignores In‑Store Shopper Journey
Sponsored by Fluent, Inc and published on July 6, 2026, the article argues that many so‑called omnichannel retail media strategies focus heavily on digital channels while neglecting in‑store experiences where the majority of purchases still occur. It cites eMarketer’s Path to Purchase 2025 and other industry research showing high rates of in‑store discovery and conversion (48% discover in stores; 31.5% buy immediately after in‑store discovery) and notes that in‑store retail media represented only 3.3% of non‑Amazon retail media spend in 2025. The piece recommends retailers treat stores as strategic media assets, activate first‑party data across digital and physical touchpoints, move media closer to point‑of‑purchase (POS/self‑checkout), and align cross‑functional teams and creative to measure full‑journey outcomes.
Highlights a measurable gap between digital retail media investment and in‑store conversion opportunities, citing industry research and spend figures; relevant for retailers, ad buyers, and vendors building retail media and measurement infrastructure.
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Key Takeaways & Evidence Grounding
- U.S. retail media ad spending is expected to reach $69.33 billion in 2026.
- eMarketer’s Path to Purchase 2025: 48% of U.S. shoppers discover new brands/products in physical stores; 41% on e‑commerce platforms; 39% on social media.
- After discovering a new brand or product in‑store, 31.5% of shoppers purchase it immediately (compared with 19.1% on retail sites and 10.4% on brand sites).
- Excluding Amazon, in‑store retail media accounted for just 3.3% of remaining retail media spend in 2025.
Connected Companies & Entities
6 Entities mapped“Sponsored content By Fluent, Inc...”
“This website is owned and operated by Informa TechTarget, a global network that informs, influences and connects the world’s technology buye...”
“According to eMarketer’s Path to Purchase 2025 report, 48% of U.S. shoppers discover new brands and products in physical stores, ahead of e-...”
“According to a Forrester survey cited by Digiday, 36% of U.S. retail media spend comes from existing trade marketing budgets and 26% from sh...”
“Even excluding Amazon’s outsized online share, in-store retail media accounted for just 3.3% of remaining retail media spend in 2025....”
“According to a Forrester survey cited by Digiday, 36% of U.S. retail media spend comes from existing trade marketing budgets and 26% from sh...”
Ontology Mapping & Concepts
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