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SALES LIFT

The sales lift an advertiser can expect from a digital screen at a grocery store, especially one placed near their product, can be significant. While the exact number varies, a good benchmark based on industry studies is a sales lift in the range of 5% to 15%.

Here’s a breakdown of the key factors and why this type of advertising is so effective:

Why In-Store Digital Screens Are So Powerful

Proximity to the Point of Decision: Unlike an online ad, an in-store screen reaches a shopper at the critical moment they are considering a purchase. This is often referred to as the "last three feet" of marketing. The ad can influence a buying decision right before the consumer puts the product in their cart.
High Engagement: Digital screens with bright colors, motion graphics, and video are far more eye-catching than static signs or traditional displays. They can break through the clutter of a busy store environment and capture a shopper's attention.
Contextual Relevance: An ad on a screen near a specific product is highly relevant to the shopper's current mission. If a person is looking at a shelf of soft drinks, an ad for a new flavor of a specific brand is directly addressing a potential purchase.
Impulse Buys: Many studies have shown that in-store advertising, especially near the checkout or a high-traffic area, is a powerful driver of impulse purchases. One study found that digital signage can increase a brand's purchase likelihood by over 8%.
Real-Time Flexibility: Digital screens can be updated instantly. An advertiser can change the creative to promote a new deal, a seasonal product, or even a flash sale, which is a major advantage over static print displays.

Examples and Case Studies

General Benchmarks: A meta-analysis by a major in-store advertising network found that consumer packaged goods (CPG) brands achieved an average incremental sales lift of 14% by advertising on their in-store network.
Top Performers: Some case studies have shown even more dramatic results, with the top-performing products achieving a 17.6% sales lift in certain campaigns.
Checkout and Point-of-Sale: Screens placed at the checkout line have been shown to be particularly effective for impulse-driven products. For example, Walmart reportedly saw a 15% increase in sales of specific items by advertising them on screens in self-checkout areas.

While these numbers provide a general idea, the actual sales lift for any given campaign will depend on several variables, including:

Creative Quality: An engaging, visually appealing, and clear ad will perform better than a static or poorly designed one.
Product Category: Products with a high impulse-buy potential (like snacks, drinks, or new products) may see a greater lift than staple items.
Campaign Duration and Frequency: The length of the campaign and the frequency with which the ad is shown will impact its effectiveness.
Location of the Screen: A screen placed directly at the point of sale (where the product is sold) will likely have a greater impact than one placed in a high-traffic area with less direct relevance.