In-Store Media introduces two new solutions that transform the shelf into a media channel

In-Store Media expands its offering by introducing Digital Stopper and Top Banner to the Italian market, two new digital formats integrated directly into the shelf.

The shelf becomes a media channel

These are solutions designed to transform the shelf display from a simple exhibition space into a true media channel, capable of delivering content that can be updated in real time and perfectly consistent with the products on display. The rapid growth of in-store in Italy is making the shelf an increasingly relevant opportunity for retailers and brands: these formats enhance new media spaces and bring messages closer to the moment of choice.

Through images, videos and digital creative content, the shelf becomes a high-impact media touchpoint capable of increasing brand visibility, capturing consumers' attention at the moment of choice and hosting increasingly flexible, measurable and performance-oriented campaigns.

Already present in important Italian large-scale retail contexts, such as Finiper and GS (Princes Retail – NewPrinces Group), Digital Stopper and Top Banner represent a further step in the evolution of retail media in Italy, contributing to the transformation of the point of sale into an increasingly digital and connected environment.

Two complementary solutions

Digital Stopper is a digital screen that is fitted perpendicularly to the shelf display, at eye level: it enters the field of vision of people walking along the aisle, not only those already standing in front of the product. Its position on the shelf makes it particularly effective at capturing consumers' attention while they compare alternatives and decide which product to purchase. The video format makes it possible to go beyond exclusively static communication, using movement, animations and audiovisual content to showcase a product, present an innovation, support a promotion or strengthen brand recognition. The device is equipped with screens measuring 15,6 inches on both sides and is designed to broadcast video campaigns, providing brands with a high-impact communication tool.

With its high-resolution horizontal LED screen, Top Banner is suspended above the shelf display, without taking away product facings, and amplifies the brand's presence along the aisle, making the message recognisable from a distance.

The two solutions have been designed to be complementary and transform the shelf into an integrated digital ecosystem: while Digital Stopper engages consumers at the moment of purchase decision, Top Banner instead works on the overall visibility of the brand and the message, accompanying consumers along their journey within the category.

The comment

“The shelf is the final mile of the purchasing journey: the point at which the decision is made. With Digital Stopper and Top Banner, we bring digital precisely to the most strategic location. Our aim is to offer retailers and companies increasingly advanced tools for communicating in the places and at the moments when the message can generate the greatest impact. These new solutions represent a further step in the innovation journey of in-Store Media and confirm our vision of retail media that is increasingly integrated and focused on creating value for all stakeholders in the supply chain”, comments Francesco Bonaccorso, Commercial Director of in-Store Media Italy.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.