‍How can you shift the retail media mindset to shopper-centric content?

US retail media ad spending is expected to increase by $10 billion in 2025. It goes without saying that retail media is booming. Brands are investing heavily, excited by the potential of personalized, data-driven marketing.

But amid all this excitement, an essential question remains.
“Do shoppers actually care about your retail media efforts?”
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Successful retail media programs must feel less like advertising and more like a genuine service that shoppers value.

Shoppers Don't Want More Ads. They Want More Help.

Walk into any store today and it’s easy to see how crowded the marketing landscape has become. Screens, signage, offers are all fighting for attention. But shoppers aren’t just looking for the loudest message. 

They’re looking for relevance. For something that actually helps them shop better, save time, and feel smarter about their choices.

That’s why location matters. The right content, in the right place, at the right time can cut through the noise and drive action.

72% of shoppers said they appreciate parking lot screens for setting the tone before they even walk in.

• 68% approve of in-aisle screens, where they’re already in decision mode.
• And despite the rise in screen usage, only 4% said these ads detracted from their experience.

The takeaway? If your retail media is delivering real value, shoppers welcome it.

Helpful Content = Customer Service.

Are you giving customers and potential customers a reason to shop at your store?  

Viral food and beverage trends on social media, particularly TikTok, can significantly influence grocery purchases. While not every viral trend translates to a direct increase in sales, many do, as demonstrated by spikes in purchases for ingredients from popular recipes. 

For example, a viral video about "nature's cereal" led to a 94% increase in pomegranate orders, and a salmon rice bowl video resulted in a 97% increase in salmon and other ingredients.

Meal planning is stressful. And while price still matters, what shoppers really crave is simplicity and inspiration. 

That’s why recipe content works so well. It removes friction, answers the “what’s for dinner?” question, and builds trust with the retailer.

• 77% of shoppers say they look to their retailer for meal ideas.
• 82% say quick and easy recipes influence their shopping decisions.

Done right, recipe content isn’t just useful, it’s sticky. It keeps shoppers coming back and positions the retailer as a partner in their daily routine.

Coupons Still Work. But Only If They're Relevant.‍

Reddit might not be a go-to for most brand managers and grocery retailers, but it’s a goldmine for understanding how real people think about savings, shopping, and loyalty. According to a recent post on Reddit in the R/Frugal subreddit, couponing is still relevant and an engagement driver.

A now deleted user posed the question, “Is extreme couponing still a thing, and if so is it worth it?” Another user responded with, “Correct me if I'm wrong but downloading and using the apps for any places where you are making purchases is probably the easiest equivalent to couponing.”

Reddit is highly valuable for this kind of research. It’s not an AI overview, not ads, and not filtered responses. It’s real people, in their own words. Grocers and brands can gain unfiltered insight into shopper motivations, opinions, and needs by simply observing or searching relevant communities. (Here’s a great article on why Reddit is a powerful tool for consumer research).

Now, we are well past the days of mass-blasted paper coupons, but shoppers today still expect savings, offers that align with their preferences and habits. And when brands deliver that kind of value, the results speak for themselves.

• 90% of shoppers regularly use digital coupons.
• Personalized coupons tied to behavior can boost redemption rates by up to 45%.

The key? Relevance. A digital coupon for an ingredient featured in a recipe doesn’t feel like an ad, it feels like a win.

And with Adsta, you don’t have to do it alone. We help brands create and distribute digital coupons allowing shoppers to quickly clip and redeem offers across devices.

Combine Inspiration and Savings, and You’ve Got Gold‍

Put it all together: a great recipe, paired with a digital coupon, delivered at the right moment you’re not just marketing. You’re helping. 

And shoppers take notice. 

• 33% of US grocery shoppers have upped their coupon usage this year, compared to 26% in 2024.
• 61% of consumers and 80% of shoppers aged 25-40 use a grocery or superstore savings app..

According to a survey, email was the preferred channel for receiving grocery coupons with 45% of consumers citing that delivery method. Mobile apps were the second most popular delivery method, at 39.6%, followed by printed ads (33.2%), text messages (23%), and social media (11.2%).

That kind of impact only happens when retail media feels like a value-add instead of a pushy promotion.

Start with the Shopper

Retail media shouldn’t just serve brand goals. It should serve real people. If your programs aren’t giving shoppers something useful (an idea, a deal, a shortcut) you’re missing the mark.

At Adsta, we believe the future of retail media is shopper-first. That’s why we’re helping brands roll out new recipe and digital coupon packages that make it easier for shoppers to plan, shop, and save all while giving brands meaningful ways to engage.

Because when it doesn’t feel like an ad… everyone wins.

Ready to activate a retail media strategy that works? Let’s talk.