In-store retail media measurement differs from online measurement chiefly in what is counted and which standards apply: measurement of in-store activity should adhere to the MRC Digital Place-Based Audience Measurement Standards where applicable, while on-site retail media covers advertising sold on the retailer's own digital properties 123.
What gets measured in store
In-store measurement starts with in-store traffic, defined as the number of measurable customers inside the store at various points including the entrance, near screens, shelves, aisles and check-out 2. Engagement KPIs use anonymous sensor-based analytics to assess attention time, the passers-by to onlooker conversion ratio and product pick-up, going deeper than traditional impression counts 2. Brand outcomes such as awareness, consideration, favorability and purchase intent are measured through direct customer feedback, sales data and in-store engagement metrics, including surveys and purchase patterns 2.
Formats, zones and reporting
The formats being measured extend past digital screens to static print media, audio and connected shopping such as hand scanners, mobile apps, smart carts and receipts, placed across the store zones the IAB defines 4. Reporting should distinguish between online and offline sales attribution, providing digital outcomes or influenced outcomes alongside offline or omni outcomes 3. Measurement organisations should also research and address biases or limitations arising from privacy restrictions 3.
Why the difference matters
Retail media has held a measurement advantage because of its proximity to the point of sale 5. In-store measurement serves several stakeholders at once, with marketers focused on tactic performance, brands on sales outcomes and retailers on driving shoppers into the store 2. Research on in-store campaigns found sales effectiveness declined beyond five touchpoints 6.