The number of in-store shoppers exceeds digital shoppers at each retailer, indicating that in-store media has a bigger reach. But it also means digital has more room for growth. 4. A variety of retail categories are getting in on the game.

This year, US holiday retail sales will hit a record $1.147 trillion with 81.6% of that coming from in-store shopping. Increasing the availability of BNPL in stores via retail partnerships will be critical to getting providers in on the return to in-person shopping during the peak holiday season.

Train strikes across Britain are hindering in-store shopping. A two-day rail strike on Tuesday and Wednesday—the first in a wave of actions that will affect train travel for four weeks around Christmas—along with inclement weather has kept shoppers from stores.

Marketers, especially from CPG companies, should explore new retail media tech that will drive in-store shopping sales. For now, stick with reliable formats. Search ads across Amazon, Walmart, Kroger, Instacart, and other big retailers create conversions. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Those stores give it an advantage over Amazon and Instacart, whose retail media networks are primarily digital, and Walmart, which lacks high-quality first-party data from in-store shoppers. Our take: The US retail clinic population is rising. We estimate nearly 84 million US adults (31.6% of the population) will visit a retail health clinic in 2023.

They could risk losing out as in-store shopping mounts a comeback from last year: Customers plan to do more than half (53%) of their shopping in-store, per PYMNTS. Issuers can capture these sales through incentives like Chase’s rotating rewards categories and by promoting digital coupons or pay with points features.

Eventually, 3D renderings and virtual try-ons may replace in-store shopping, but for now, 3D shouldn't be the biggest focus area for most brands. What should brands and retailers do right now? “Familiarize yourself with generative AI and its capabilities,” said Perkins. Brands experimenting with generative AI face an open playing field where most adopters are still new to the tech.

The company uses an omnichannel and experiential approach with in-store shoppers, leveraging AR, QR codes, and demos to push purchases. Microsoft takes advantage of social trends as a point of discovery and, increasingly, uses social platforms as a point of purchase. And it understands the importance of a healthy Amazon presence.

Those stores give it an advantage over Amazon and Instacart, whose retail media networks are primarily digital, and Walmart, which lacks high-quality first-party data from in-store shoppers. “There are only so many ad dollars to go around,” said our analyst Zak Stambor. “As these networks grow more sophisticated, the competition’s only going to intensify.”. Listen to the full podcast.

The news: Instacart is reportedly taking steps to make its company an attractive place to work at the same that it is expanding its technological reach into in-store shopping. The company doesn’t plan to raise much capital in its initial public offering, per The Wall Street Journal.

Instead of trying to compete with Amazon, Barnes & Noble is changing to appeal to consumers looking for the experience of an independent bookstore with the resources of a large chain. Leaning on local inspiration and a store layout that optimizes discovery, Barnes & Noble is revamping its 596 locations, as well as its membership program.

The problem worsened last year due to two main factors: the return to in-store shopping combined with a rise in organized retail crime rings in several areas of the country, said Macy’s CEO Jeff Gennette during the retailer’s earnings call. Addressing the problem: Several retailers are seeking to address the issue by putting more inventory in locked cases.

But the company recently slashed its valuation by 20% due to a return to in-store shopping and a preference for click and collect. Intermediaries like Instacart and Uber Eats will shape the future of digital CPG sales, but they’ll need to diversify their revenue streams and strengthen their retail media networks to remain competitive.

In-store shoppers are also more likely to notice a brand’s ad. Linear TV audiences “second-screen” on their phones during commercial breaks, making attention even less scarce than it already was. In stores, most shoppers put their phones away and keep their eyes on the aisles. The big takeaway: In-store digital media offers a win-win.

“Those people who can afford delivery will continue to do it, and those who can’t will return to in-store shopping, which they’ve typically been doing anyway.”. Grocery delivery intermediaries: Companies like DoorDash, Uber, Shipt, and Instacart have seen rapid growth as the pandemic accelerated user adoption. Intermediaries’ share of the market more than doubled from 12.6% in 2019 to 25.6% in 2020.

The Vitamin Shoppe balances the needs of in-store shoppers with its growing online base from Nadina Guglielmetti, vice president and general manager, marketing. Cafe Spice penetrates new channels and markets alongside consumer demand with Sameer Malhotra, CEO and co-founder. Nirvana Water Sciences encourages that pivotal “second trial” purchase with Alex Matos, managing director.

Beauty consumers’ preference for in-store shopping may suppress returns. We forecast US retail return volume will reach $627.34 billion this year, an 8.5% increase YoY. Though beauty is one of the leading product categories returned by consumers, it sees fewer returns than apparel, consumer electronics, and footwear.

As consumers resume pre-pandemic behaviors, in-store shopping is having a renaissance. And D2C brands have taken notice. Warby Parker and Allbirds invested heavily in their brick-and-mortar presence last year, a trend we predict other brands will follow in 2023. Though they can’t compete with traditional retailers’ footprint, D2C brands have an advantage in their ability to disrupt.

While the longer-than-ever holiday season likely means that the rest of the period won’t be as frenzied as in years past, consumers will soon be shifting their focus to brick-and-mortar via in-store shopping and click-and-collect orders. Go further: Read our full US Holiday Shopping 2022 report.

Mobile traffic will also spike on Black Friday as consumers prepare for in-store shopping trips and engage in showrooming while there. We expect online sales to increase 15.8% to $10.42 billion, assuming the No. 2 spending day position for the season. Cyber Monday 2021 will be the No. 1 US ecommerce shopping day ever.

Pre-pandemic many Gen Zers showed a clear preference for in-store shopping and buying, despite their nearly universal use of digital tools to find products (451 Research, February 2020 blog post). The pandemic shifted more buying online among all generations.

“If retailers can find ways to reduce friction and make the in-store shopping experience and the digital shopping experience more enjoyable, then they’re potentially going to have an edge over their rivals, even if they can’t offer lower prices.”. What to watch for: Stores will need to “pick a lane” and determine if they’re focused on efficiency or on experience.

But increasingly, many DNVBs are experimenting with brick-and-mortar as consumers flock back to in-store shopping. Notably, Warby Parker is on track to open 40 stores by the end of this year, each of which the company expects to generate an average of $2.1 million in annual revenues.

Physical retail must adapt to intensifying competition from ecommerce. Every physical retail incumbent feeling heat from Amazon recognizes the need to better compete with digital’s informational and convenience advantages. But they must do so without losing the experiential edge offered by brick-and-mortar.

Ecommerce adoption slows: While Amazon, like other online retailers, benefited from the shift to ecommerce during the early pandemic, the company has been forced to adjust as consumers swing back to in-store shopping. Amazon’s online sales fell 4% YoY in Q2, while sales at physical stores grew 12%.