Retail advertising isn’t just about selling products anymore—it’s about creating experiences. And in 2025, in-store retail media is transforming how brands connect with customers in physical spaces.

With technology and consumer expectations merging, retailers are turning their stores into dynamic, interactive environments where the line between digital and physical is practically invisible.

So, what trends are shaping this exciting space in 2025? Let’s break it down.

Digital Signage Goes Big (and Smart)

Gone are the days when digital signage was just a static screen showing product promotions. In 2025, we’re talking about dynamic, data-driven displays that respond to real-time conditions and customer behavior.

Think LED screens with stunning visuals, interactive touchscreens, and even gamified shopping experiences that make customers stop, engage, and shop.

Real-Life Examples:

• Personalized Ads: Imagine walking into a grocery store at 5 PM, and the screens near the entrance greet you with family-friendly dinner ideas based on your past purchases.

• Gamified Promotions: Picture a kiosk in the snack aisle with a spin-to-win game offering discounts. Shoppers play, win, and feel great about their purchases—it’s a win-win.

• Smart POP Displays: Products like Tokinomo’s Visibubble use motion sensors and QR codes to deliver personalized experiences. Shoppers scan a code, land on a branded page, and unlock exclusive deals or content.

It’s not just flashy; it’s strategic. These displays don’t just entertain—they drive conversions by delivering the right message at the right time.

AI-Powered In-Store Experiences

Artificial Intelligence (AI) is reshaping in-store experiences, making them more intuitive and efficient. Retailers are using AI to streamline everything from inventory management to customer assistance. The global AI in the retail market is projected to hit a jaw-dropping $55.5 billion by 2030, and it’s easy to see why.

How AI Is Changing the Game:

• Smart Shelves: These shelves use sensors and cameras to monitor inventory, notify staff when stock runs low, and ensure products are always available.

• Voice-Activated Assistants: Imagine asking a kiosk where to find gluten-free products, and it not only guides you but also shows discounts on complementary items.

• Dynamic Pricing: AI adjusts prices based on factors like demand or time of day. For example, bakery items nearing the end of the day might be discounted to minimize waste while boosting sales.

AI is no longer a luxury—it’s a necessity for retailers looking to stay competitive and deliver frictionless shopping experiences. and deliver frictionless shopping experiences.

Programmatic Advertising in Physical Spaces

You’ve heard of programmatic advertising online, but what about in-store? In 2025, programmatic platforms are revolutionizing how ads are delivered in retail spaces. By leveraging real-time data, retailers can display highly relevant ads on digital screens at the perfect moment.

What This Looks Like:

• Dynamic Ad Placements: Digital screens in a store adjust their content based on factors like inventory levels, time of day, or even weather. For instance, ads for hot coffee might pop up on a chilly morning, while smoothie promotions dominate during a heatwave.

• Personalized Campaigns: Loyalty program data enables ads tailored to individual shoppers. A frequent buyer of plant-based products might see ads for new vegan items as they browse.

• Inventory-Linked Ads: Ads automatically shift focus based on stock. If one brand of cereal sells out, the screen pivots to promote another.

Retail giants like Kroger are already using programmatic technology in their in-store networks, and the results speak for themselves—higher visibility, smarter ad spend, and increased sales.

IoT and Smart Shelving for Personalization

The Internet of Things (IoT) is making retail spaces smarter and more responsive than ever. By integrating IoT with smart shelving, retailers can offer personalized experiences that resonate with shoppers on a deeper level.

Cool Use Cases:

• Proximity-Based Messaging: IoT-enabled shelves light up and display messages when a customer approaches, promoting deals or product info.

• Behavior Insights: Sensors track how often products are picked up and put back, offering clues about shopper hesitation and interest.

• Interactive Displays: Shoppers get a mini-showcase, making products more memorable. This tech isn’t just about wowing customers—it’s about collecting data to continually refine the shopping experience.

Sustainability-Driven Innovations

Shoppers are actively seeking out eco-friendly brands, and in-store media is following suit by adopting greener practices.

Sustainability in Action:

• Energy-Efficient Displays: Retailers are swapping traditional screens for energy-saving LED displays. Motion-activated options that only light up when needed.

• Eco-Friendly Signage: Think recycled materials, compostable price tags, and soy-based inks for temporary promotions.

• Reusable Displays: Modular setups can be easily reconfigured for future campaigns, reducing waste and saving costs.

By incorporating sustainability into their media strategies, retailers align with consumer values while reducing their environmental footprint.

Seamless Integration of In-Store and Mobile Media

In 2025, the gap between physical and digital shopping experiences is practically non-existent. Retailers are using mobile apps to enhance in-store journeys, creating a seamless omnichannel experience.

Examples of Integration:

• Location-Based Notifications: A shopper entering a store gets a push notification: “20% off fresh produce in Aisle 5!”

• Digital Coupons: Scan a QR code on a shelf to unlock personalized discounts on your phone.

• App-Assisted Navigation: Apps guide shoppers to specific products or sections, enhancing convenience and boosting engagement.

This integration ensures that the in-store experience feels as personalized and efficient as online shopping—if not more.

Why These Trends Matter for Retail Media Success

Let's be real—2025 is all about balance. Shoppers want the convenience of digital with the tangible benefits of in-store shopping. With offline channels projected to account for 77% of US retail sales, the store remains a vital part of the equation.

The strategies outlined in the figure above can help retailers optimize their in-store ad offerings and achieve in-store retail media success, creating personalized, seamless experiences with innovations like augmented reality, QR-enabled screens, and sensor-driven tech.

However, the challenge of separating in-store promotions from retail media and calculating performance metrics must be addressed.

This is where AdButler plays a pivotal role by empowering retailers to leverage their first-party data, deploy dynamic ad placements, and measure campaign performance across digital touchpoints in-store.

So, what’s next for in-store media? Only time will tell, but with investments in innovation and platforms like AdButler, the future of in-store retail media is set to be bold, interactive, and unforgettable.