A new study released by ADvendio, the leading omnichannel retail media advertising platform, reveals that evolving consumer shopping behaviors open significant opportunities for retailers to boost sales and improve customer engagement.
The poll's findings reveal the effectiveness of personalized online and in-store advertising, showcasing that tailored approaches increasingly influence purchasing decisions among key demographic groups, especially Millennials and Generation Z. The study highlights that a fifth
(20%) of U.S. consumers are influenced to buy products after encountering ads on a retailer's app. Notably, Millennials (35%) and Gen Z (32%) are more likely to be swayed by product recommendations made by retailers they are already loyal to compared to other channels.
This trend shows a growing preference for shopping directly with brands, with 48% of consumers favoring direct purchases for fashion and 49% for beauty over marketplace options . This shift towards brand loyalty and direct engagement is a critical insight for retailers aiming to strengthen their customer relationships.
In-Store Ad Engagement U.S. shoppers engage with 37% of ads served in-store, compared to 33% for traditional online ads. The study found that 54% of consumers had bought an item after seeing it advertised in a grocery store , and 48% stated that immersive digital adverts in-store make them more likely to try new products.
Retail giants like Walmart, Amazon, and Target are leading the charge in advertising third-party products, with Walmart at the forefront, influencing 31% of consumers. This strategy enhances product visibility and positions these retailers as pivotal players in shaping buying…
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