As specialty and discount grocers see a massive surge in store visits, the industry is hitting a critical turning point. A recent Grocery Dive report confirms that consumers are flocking to these aisles for curated selections and cost savings—but for retailers, foot traffic is only half the battle. To truly capitalize on this momentum, savvy brands are shifting their focus to in-store retail media to bridge the gap between “browsing” and “buying.”
In today’s competitive landscape, simply running ads isn’t enough; retailers need to prove in-store ad effectiveness through hard data. Whether you are looking to maximize holiday retail media spend or sustain growth year-round, the goal remains the same: to increase foot traffic conversion by reaching the right shopper at the shelf.
By leveraging Walkbase’s advanced RMN solutions, grocers can move beyond static signage and embrace a data-driven approach that significantly boosts retail media ROI. Here is how our technology empowers grocers to unlock the full potential of their networks and transform every aisle into a measurable success story.
1. Leveraging Increased Foot Traffic for Higher ROI
For retailers, the surge in foot traffic translates to a higher potential return on ad spend, but only if they have the tools to measure and optimize their RMNs effectively. The infrastructure to do this measurement and improvement can be complex, but working with mature, proven technology and an experienced RMN solution provider makes implementation successful. By giving retailers access to real-time data on customer traffic and purchasing behaviors, Walkbase enables them to serve relevant, targeted content that resonates with shoppers and encourages purchases.
Walkbase’s data-driven insights take the guesswork out of in-store retail media, giving retailers a clear view of marketing campaign performance with real-time data and behavioral analytics. With this transparency, grocers can deliver a higher return on ad spend (ROAS), demonstrating to advertisers that their campaigns work, rather than just being a shot in the dark. With features like closed-loop attribution, which ties ad impressions to loyalty programs and immediate purchases, Walkbase proves ad effectiveness in a tangible, trackable way, helping retailers capture higher ROI from their RMNs.
Image Source: Grocery Dive
2. Enhancing Shopper Experience and Engagement
Retailers who cater to customers in value-driven and specialty grocery markets know that a tailored shopping experience is essential for building brand loyalty. Walkbase’s RMN solutions are designed to enhance the shopper journey by providing actionable insights on customer behavior in-store. By measuring factors such as dwell time, product interaction and engagement with in-store media, Walkbase helps retailers understand how customers move through and engage within the store.
This real-time data enables retailers to fine-tune RMN placements, ad content and promotions to fit the flow and preferences of their shoppers. By positioning content strategically — whether at the entrance, in-aisle, checkout or high-traffic zones like end cap displays — grocers can elevate the in-store experience with messaging that feels personalized, relevant and seamless to the shopping journey.
3. Measuring Success With Data-Driven Insights
In-store media networks provide the greatest value when their performance is measurable and consistently optimized. Walkbase equips retailers with advanced sensor technology and sophisticated analytics tools to measure key metrics like foot traffic, engagement and dwell time. These insights allow grocers to not only quantify their RMN’s effectiveness but also adjust campaigns in real time to ensure they’re engaging the right customers at the right moments.
Using the closed-loop attribution Walkbase provides, retailers can demonstrate the true impact of their in-store media campaigns by directly linking them to conversions. For instance, when a customer sees an ad for a specific product and then purchases it in-store, Walkbase’s data captures that interaction. This accountability provides retailers with proof of ad performance, ensuring they can justify ad investments and continue improving campaign strategies based on live feedback.
4. Cross-Channel Marketing Opportunities
Walkbase doesn’t just help retailers succeed in-store; it also enables them to extend their RMNs to other digital channels. With the rise of Connected TV (CTV) as a powerful advertising medium, Walkbase helps retailers leverage in-store behavior to build high-value, targeted audiences for CTV campaigns. By analyzing customer behavior and shopping patterns, Walkbase’s technology enables retailers to segment their audiences based on in-store engagement and interaction.
Retailers can then shop these audiences to brands for CTV advertising, offering them the ability to reach known, interested customers with targeted content in the comfort of their own homes. By facilitating data analysis and audience-building, Walkbase supports retailers in creating a seamless, omnichannel marketing strategy that connects in-store activity with digital touchpoints.
