Grocery shopping is more digital than ever, but the physical store remains the cornerstone of the experience, amplified by digital tools and touchpoints. Shoppers blend in-store visits with online discovery, opening new opportunities for brands and retailers to connect with them at every stage.

Here’s what marketers need to know about today’s grocery shoppers and what it means for retail media strategies.

1. In-store isn’t going anywhere

While grocery shopping has become an increasingly omnichannel experience, the physical store remains central to how consumers shop.

• Over half (59.9%) of consumers shop in-store at least weekly, compared with just under one-third (32.4%) who shop online that often, according to a July survey from EMARKETER and Amazon Ads.
• Another 32.8% shop in-store two to three times a month, underscoring that physical visits are still a core part of shoppers’ routines.

That doesn’t mean shopping in-person has to be an analog experience. In fact, shoppers are increasingly using mobile devices in-store to compare prices, access deals, and find inspiration.

• 44% of US adults have used their mobile device for price comparisons, 41% have looked up discounts/promotions, and 34% have used them to access or download digital coupons, according to June data from SPAR Group.
• Shopping apps and websites (52.7%) and search engines (42.5%) are the top platforms for consumers to discover grocery ideas or discounts, found the EMARKETER and Amazon Ads data.

The takeaway: In-store retail media doesn’t have to revolve solely around digital signage. It can also be about integrating tools consumers already use into the in-store experience.

• Retailers could use QR codes or app integrations that let shoppers access recipes, add items to their carts, or unlock personalized offers while browsing.
• Brands should prioritize opportunities to make shopping more immersive, as nearly half (43.3%) of shoppers say interactive or entertaining experiences are appealing, per the survey.

2. Think beyond your owned channels

As off-site retail media expands, brands have more opportunities to influence purchase decisions beyond their own apps and websites.

Take social media, for instance.

• Over 4 in 10 shoppers (42.1%) discover grocery ideas or deals on social platforms, according to EMARKETER and Amazon Ads.
• Partnering with creators can help brands reach broader audiences, especially when they lean into content formats consumers trust most: Hhonest reviews (24.2%), cooking demos and recipes (17.7%), and discount codes (17.4%).

Pairing off-site media with shoppable elements can help brands speed up the time between discovery and conversion.

• Nearly three-quarters (74.7%) of consumers say shoppable ad features (like the ability to browse and add products to a cart during a commercial break) are at least a little inspiring, found the survey.
• A third (33.2%) have purchased through a livestream or shoppable ad, and another 19.6% have considered it.

The takeaway: Beyond enhancing the in-store digital experience, brands can use social and shoppable media for an always-on path to purchase. Retail media networks (RMNs) and brands should collaborate to design campaigns that blend on-site and off-site formats, creating a seamless, full-funnel experience.

3. Personalization above all

Besides price and location, what matters most to consumers is finding the products they want. Some 60.1% of shoppers say the most important factor in choosing a store is that it carries products they know and buy regularly, based on EMARKETER and Amazon Ads data.

Brands can take this further with personalized promotions online and in-store.

• Over half of consumers (51%) say it’s important or very important that their grocery store tailors promotions to them, per the survey.
• Email, in-app ads or messages, and text are the preferred channels for receiving these offers.
• Nearly half (47.8%) are interested in digital signs displaying personalized ads in grocery aisles.

Personalization can even drive foot traffic: 31.3% of survey respondents say personalized digital coupons or offers pushed to their phone would influence their decision to visit a physical store.

The takeaway: Brands should approach in-store retail media with the same targeting precision as digital campaigns. By combining RMNs’ first-party data, contextual signals, and AI, brands can deliver more relevant, personalized experiences that resonate with shoppers in the moment.

Want to understand how tomorrow’s grocery shoppers will make their purchases? Next week we'll publish more data from this survey focused on the future of grocery shopping.

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