Retail media is reshaping the path to purchase. But as brands and retailers show up across more touchpoints, the question is becoming less about reach – and more about what actually changes behaviour.
Decisions are still made at point of purchase
Despite the digital surge, the aisle or product page remains the moment of truth. 70% of purchase decisions happen right there1, shaped by layout, signage, and immediate offers.
Our Q1 2026 Grocery Eye research highlights the role of offers, promotions and retail media at this point of purchase:
- 65% say offers and promotions shape their final choice
- 44–47% engage with retail media formats such as in-store screens, leaflets and banners
- 51% say packaging still plays an important role
For brands, the implication is clear: pre-store should reinforce purchase decisions, not compete with them. If retail media doesn’t show up at the fixture, brands risk missing one of the clearest opportunities to convert
Personalisation works – when it feels useful
Personalisation is now central to the shopper experience, particularly for younger audiences. But relevance does the heavy lifting. When messaging feels timely and useful, it drives action; when it feels excessive, it becomes noise.
- 54% say personalised information is important, rising to 63% of Gen Z and 79% of Millennials
- 49% say they shop more as a result of personalised communications, including 70% of Gen Z and Millennials
- Two-thirds say personalised messaging affects their shopping behaviour, including 87% of Gen Z and 81% of Millennials
- 37% say personalised communications have no impact, driven more by Gen X and Boomers
For brands, this means having a more selective strategy: prioritising personalisation where returns are strongest, especially among younger shoppers, and managing frequency, consent and volume more carefully elsewhere.
Shoppers want value, but are still open to discovery
Price remains the clearest driver of retailer choice – but it’s not the whole story. Shoppers also respond to quality, health benefits and ethics, and many remain open to something new.
- 70% say good prices drive retailer choice
- 55% are influenced by good deals, and 50% by loyalty perks
- 55% have changed their shopping habits to save money. But quality, health and ethics still have influence, with 39% responding to quality, 36% to healthy products and 20% to ethical messages.
- 31% have discovered a new brand through retail media, and 26% have tried a new product, especially among Gen Z and Millennials
Strategically, retail media isn’t just a conversion channel; it shapes consideration and trial. To win, brands need to balance clear value cues with proof of quality, health or something genuinely new.
Challenger brands have more opportunity – but also more competition
Retail media has opened new routes to visibility for challenger brands – but it has also made the fight for attention more competitive. To stand out, challengers need to target precisely, adapt quickly and connect online and in-store activity to turn discovery into trial and, ultimately, purchase.
The real challenge is proving behavioural impact
Retail media can influence conversion, discovery and loyalty. But decisions span many small moments – and with shoppers moving between apps, email, shelf and checkout, the challenge is knowing which touchpoints actually drive the outcome.
Brands and retailers need to look beyond surface metrics to identify the moments that genuinely change shopper behaviour – and then invest in what really matters.
For more insights on what’s really driving shopper action, explore our latest Grocery Eye report.
Navigating the complexities of retail media? We can help – get in touch with the team.
1 POPAI (Point of Purchase Advertising International) found that approximately 70–80% of purchase decisions are made in-store. Source: 2012 Shopper Engagement Study (2012), Chicago, IL: POPAI.