Retail

Shoppers more receptive than ever to digital screens in retail environments

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June 23, 2026

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Shoppers are becoming increasingly receptive to digital screens in retail environments.

That's a top finding from the "2026 In-Store Shopper Perception Report," from Grocery TV and Andrew Lipsman, founder and independent analyst at Media, Ads + Commerce, that polled more than 1,000 grocery shoppers on attitudes toward in-store media across 15 display formats and major store zones.

For each format, respondents were shown before-and-after photos and asked how the addition of a screen would affect their shopping experience. The study was first conducted in 2023, allowing for comparison across key zones.

Compared to the previous 2023 study, acceptance increased across every major store zone, with front-end screen acceptance rising by 23 points, according to a press release.

Additional findings include:

62% of shoppers have purchased a product directly after seeing it advertised on an in-store screen.
Entrance, checkout, deli and pharmacy ranked among the most positively perceived placements.
86% say contextually relevant ads on endcaps are important to their shopping experience.
95% of grocery shoppers make at least half of their purchase decisions in-store.

"With national and regional grocers launching and expanding digital screen networks, in-store retail media is finally reaching a long-awaited inflection point," Lipsman said in the release. "This research shows consumers are growing more receptive to in-store advertising, and that it can be overwhelmingly CX-positive for retailers. In fact, the majority of digital surfaces are either no-risk or low-risk — with store entrance, checkout, deli, and pharmacy among the highest performers."