In-store communication significantly impacts basket value – retail media in 2026

Tailoring retail media messaging effectively can significantly influence purchasing decisions. These decisions increasingly take shape within mobile applications and materialize during store visits. According to the “Retail Media w 2026” report, digital communication effectively builds purchase intent, while in-store media encourage consumers to expand their shopping baskets. Below, we present key insights from the report and explain why retail media drive revenue growth.

Key Insights:

• Rapid growth of retail media: they already account for 16% of advertising spend, outpacing traditional television in this regard.
• Digital sales activator: retail chains’ mobile apps have become the primary tool for building purchase intent.
• Impact on basket size: 74% of customers add an extra item to their basket under the influence of in-store messaging.
• Monetization of transaction data: retailers gain a new revenue stream by offering brands personalized campaigns and full performance attribution.
• Crucial role of IT architecture: omnichannel communication requires centralizing promotion modules and synchronizing data between POS checkouts and the mobile app in real time.

What are retail media and why are they revolutionizing the retail industry?

Retail media form an integrated advertising ecosystem based on retail chains’ owned channels – from mobile apps and SMS messages to digital screens and in-store materials. They enable precise customer targeting throughout the buying journey based on real transaction data.

The growth of retail media is revolutionizing marketing budget allocations. As highlighted in the “Retail Media w 2026” report developed by adQuery and SW Research, this format’s share of global advertising spend has already reached 16%, surpassing combined spending on traditional television and Connected TV (CTV). The success of retail media stems from precisely aligning the role of each ad placement with a specific stage of the shopping journey.

Retail media are shifting from a mere promotional add-on to a profitable advertising channel. Their primary growth driver is the ability to directly link ad exposure with transaction data, enabling precise measurement of return on ad spend (ROAS) and real sales uplift.

Do mobile apps influence purchase intent?

A retail chain’s mobile app is now frequently the first touchpoint with the brand, shaping consumer purchase intent even before a store visit. The “Retail Media w 2026” report indicates that Polish consumers open the app primarily to check coupons and discounts (61%) and browse digital promotional circulars (55%). Among daily app users, the proportion of deal-seekers rises to 84%.

This directly impacts purchasing decisions – 72% of respondents state that in the past three months, they decided to buy a product after encountering a promotion. However, retailers must ensure high app user experience (UX) – interface clarity is important for 85% of users. Other critical factors include:

• notifications (82%);
• smooth app performance (80%);
• offer personalization (73%).

As a result, personalized marketing communication is not perceived as intrusive advertising, but as useful shopping assistance.

Why does the physical store remain the key location for closing the sale?

The physical store is where previously built purchase intent is activated, potentially modified, and ultimately finalized at the shelf or checkout. This is supported by the presence and prominent display of retail media in store locations: 85% of customers pay attention to advertising messages, with 44% doing so regularly.

However, translating this attention into sales requires guiding the customer through consecutive store zones, each playing a distinct role in the decision-making journey:

• Entrance area (62% noticeability): The first touchpoint, where consumer attention is highest. Entrance screens (rated as modern by 71% of respondents and clear by 79%) establish the general context and mindset for the visit.
• Aisles and shelves (45% noticeability): As the customer moves further in, shelf-level materials (e.g., A4 posters) act as a silent advisor. 74% of respondents find them clear, and 72% consider them well-suited to the location. It is at this stage that brand selection decisions most frequently occur.
• Checkout area (43% noticeability): The final stage capitalizes on queue waiting times. Monitors near checkouts boast high message clarity (75%), bringing the purchasing process to a close.

Proper in-store communication yields tangible results at the register – 74% of customers add an extra item to their basket due to promotional messaging and in-store ads, while 56% discover new products.

How to close the omnichannel loop in the consumer’s journey?

The omnichannel loop consists of creating a coherent communication sequence where an app trigger is reinforced by in-store media placements.

As many as 63% of consumers admit that in-store ads remind them of discounts seen earlier in the mobile app. Digital and physical channels mutually reinforce each other, creating a modern omnichannel ecosystem. However, this demands a robust technological foundation.

– An effective retail media ecosystem requires a reliable IT architecture that connects transaction data with in-store communication management systems. Based on our experience in implementing solutions for retail chains, maximum sales effectiveness is achieved when the POS promotion engine, mobile app, and in-store screens operate on a single, unified database. The omnichannel loop closes when a customer sees a discount on their phone, receives a reminder at the shelf, and the checkout system applies it at final payment, says Michał Odzioba, Business Development Manager, Exorigo-Upos.

What should guide retail media implementation in a retail chain?

Implementing effective retail media requires combining modern infrastructure, high-performance checkout software, and transactional data analytics.

Working on IT projects for the retail industry, we have identified key areas for success:

• Promotion engine integration: Discount calculation logic must be consolidated. Explore our OmniCommerce for RETAIL system to learn more about seamless integration.
• Real-time data synchronization: Mobile apps and in-store displays must instantly adapt to stock and pricing updates.
• Sales measurability and attribution: Retailers must provide brands with concrete proof of return on ad spend (ROAS).

Summary

The Polish retail market is characterized by high price sensitivity – Polish consumers actively seek deals, viewing promotional messages as a natural element of everyday shopping. In this environment, retail media find fertile ground: their messaging arrives precisely when the customer is already engaged in the decision-making process and actively seeking product, price, or discount information. Advertising then becomes a natural response to an immediate need, deeply rooted in the shopping context.

The strength of retail media lies in format complementarity, accompanying consumers along their entire buying journey – from planning in the app, to promotion reminders, to selecting a specific brand in-store. Consecutive touchpoints form a coherent communication flow, yet retail media’s key advantage manifests right at the shelf. The message reaches consumers at the decisive moment: as they compare available options and make their final choice.

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