In May 2002, the Financial Times declared, “Supermarkets Get The Message,” recognizing the growing synergy between retailers and advertisers targeting the same consumers. The article highlighted a simple but powerful idea—the best time to influence shoppers is while they shop. Fast forward to today, and retail media has evolved into a central pillar of marketing strategy, with a particular focus on digital media networks.

With retail media spend expected to reach £121 billion by the end of 2024 and forecasts predicting that retail media will surpass broadcast TV by 2025, it’s no surprise that retailers are heavily investing in media networks. The rapid expansion of digital media networks presents both opportunities and challenges for shopper marketers tasked with stretching limited budgets across countless touchpoints. The good news? Behavioural science and shopper psychology offer clear guidance on how to cut through the noise and make the most of these investments.

Behavioural Science: Understanding Shopper Attention

Research shows that shoppers encounter a flood of messages on a typical shopping trip. Many of these messages go unnoticed, as shoppers are focused on their tasks and have limited attention to spare. Digital media networks offer a way to break through the clutter, but success depends on understanding how shoppers process information.

Shopper psychology, including insights from Paco Underhill’s work, emphasizes the importance of seeing the world from the shopper’s perspective. At every point in the shopper journey, marketers must ask: What is the shopper thinking or feeling? and What do we want them to think or feel? Carefully planned touchpoints aligned with the shopper’s journey can transform moments of distraction into moments of engagement.

Screen Placement: Why Visibility Matters

A key rule in digital media: if it’s not seen, it’s wasted investment. Humans cannot read with their peripheral vision, so screen placement is critical. Screens must be positioned within the shopper’s direct line of sight to maximize visibility. Research shows that shoppers viewpoint-of-sale materials for just a second or two—barely enough time to register a message. Poorly positioned screens risk delivering blurred, ineffective impressions.

When screens are well-placed, they can drive familiarity through the mere exposure effect, priming shoppers to recognize and recall messages. However, if the message appears too early in the shopper journey, it may be forgotten by the time they reach the relevant category—unless the product is immediately within reach when the screen captures their attention.

Motion and Simplicity: Keys to Capturing Attention

Digital media has one major advantage over static displays: motion. Our brains are wired to prioritize moving objects, triggering the fight-or-flight response and capturing attention. But grabbing attention is only half the battle. The message must be:

• Simple and clear enough to understand within 1-2 seconds.
• Designed with a compelling call to action that aligns with the shopper’s current position in their journey.

Unlike television, digital screens in-store are fleeting touchpoints. The content must focus on minimal text, bold visuals, and a shopper-centric message that drives action.

Test, Learn, and Evolve

As digital media networks continue to grow, brands should treat them as valuable, long-term shopper touchpoints. Testing and learning what works—and what doesn’t—is essential for optimizing future investments. Digital screens can amplify brand presence, inspire shoppers, and enhance engagement in an increasingly competitive retail environment.

Want to drive better engagement with your shopper marketing investment? Contact BASE to see how we can help you manage, measure, and maximise the impact of your digital media strategy.