Growing Retail Media Network (RMN) capabilities are helping U.S. retailers tap into the impulse spend economy, encouraging shoppers to make unplanned, spontaneous purchases of products advertised in-store, according to the latest research from ADvendio, the leading omnichannel advertising solution provider.

Article Highlights

  • Original research of over 1,000 U.S. shoppers by ADvendio revealed that over two thirds (67%) had bought a product that they had not intended to buy after seeing it advertised to them in-store, rising to over three quarters (78%) of Millennials.
  • With U.S. shoppers spending an average of $151 a month on impulse buys and making an average of 6 impulse purchases, in-store ad capabilities are helping retailers capitalize on these spontaneous spending moments and open up new revenue streams.
  • Almost two thirds (64%) of U.S. consumers polled by ADvendio consider themselves to be the most impulsive when shopping in-store, highlighting the effectiveness of retail media ads in engaging shoppers at the shelf-edge.
  • And demand for in-store ads and product recommendations among shoppers is also increasing; now, over half (54%) would like more digital ads at the shelf-edge to inform their buying decisions.
  • When it came to trying out new products, almost half (48%) said immersive digital adverts about products in-store would make them more likely to try an item they hadn’t bought before, while 50% said immersive digital adverts about merchandise in the store helps validate their purchasing decisions for products they already buy.

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