Why Interactive In-store Digital Matters: Webinar Recap

In today’s increasingly digital retail environment, getting the attention and loyalty of grocery shoppers requires more than flashy weekly ads or social media posts. Once shoppers step inside your store, the next frontier of engagement happens where decisions are actually made: inside the aisles and at the point of purchase.

That’s the central theme behind the webinar, “Why Interactive In-store Digital Matters” and why it’s a must-watch for independent grocers and wholesalers looking to grow sales, deepen customer engagement, and build competitive advantage. 

Shoppers today expect the environments they visit to reflect the connected world they live in. While your website, app, and email campaigns might inspire a shopper to visit, the in-store experience determines whether they buy, stay longer, return next time, and tell friends. In-store interactive digital tools, such as kiosks, touchscreens, digital signage, and smart displays, are transforming grocery stores into dynamic, engaging spaces that bridge the online and in-person experience.

Keep reading for a recap of the webinar, which brought SHOPtoCOOK's Matt Beaudin and Mark Pruszinske and Grocers Supply's Cindy Kuykendall together to share their expertise and experiences with in-store digital, or watch the full webinar below.

Top Takeaways From the Webinar

1. Digital Inside the Store Keeps Your Brand & Message Consistent

Interactive technologies extend your marketing from outside the store right into the shopping experience. This helps ensure that messages about promotions, new products, and loyalty programs remain top-of-mind when it matters most: while decisions are being made.

2. Interactive Digital Meets Shoppers Where They Are

Not every shopper wants to access content on their phone. Interactive kiosks, digital signage, and touchpoints offer alternatives that:

• Appeal to all shopper types
• Facilitate loyalty sign-ups
• Highlight coupons, deals, and recipes
• Enable product discovery without needing staff assistance

This inclusivity increases satisfaction and gives options beyond static signs or expectations shoppers will use personal devices.

3. Digital Tools Are Trackable and Deliver Measurable Insights

Unlike traditional print signage, digital platforms can capture engagement metrics, like which promotions attract attention and how digital interactions influence purchases. These insights enable smarter merchandising, better promotional planning, and targeted experiences.

4. Transform Your Store into an Experience, Not Just a Place to Buy

Interactive digital tools elevate the physical store from a transactional environment to a destination where:

• Shoppers learn about products
• Promotions adapt in real time
• Experiences reflect your brand story
• Media opportunities support local brands and suppliers

This evolution aligns with broader trends in in-store retail media that see physical stores as dynamic communication channels, not just static selling spaces.

Action Items for Independent & IGA Grocers

Here are practical steps you can take now to unlock the benefits of interactive in-store digital:

Start Small with High-impact Touchpoints

Don’t try to do everything at once. Focus on places where engagement matters most:

• Entrance zones (welcome messages, promotions)
• Fresh food areas (recipe ideas and product features)
• Checkout and loyalty prompts (sign-ups, coupons)

Even a few interactive screens can deliver measurable results.

Integrate Digital with Loyalty & Promotions

Connect your digital experiences to your existing loyalty program. Use interactive screens and kiosks to:

• Promote weekly deals
• Help shoppers clip digital coupons
• Show personalized rewards

Linking these touchpoints boosts participation and basket value.

Train Staff to Support Digital Tools

Technology only succeeds when your team is confident using it. Train employees to:

• Help shoppers use kiosks and screens
• Explain digital offers
• Report any issues

This ensures the experience feels seamless, not confusing.

Track Engagement & Refine Your Approach

Use interaction data to understand what’s working and what's not. Ask questions like:

• Which displays get the most views?
• Do shoppers interact more with recipe ideas or promotions?
• How often do kiosk engagements convert into purchases?

These insights empower smarter decisions on placement and content.

Collaborate with Brands & Partners

In-store interactive digital can also become an advertising and partnership platform. Work with key suppliers and brands to:

• Sponsor content
• Highlight featured products
• Share sponsored promotions

This can help offset the cost of digital infrastructure.

Interactive in-store digital isn’t just a tech upgrade — it’s a strategy for modern retail success. For independent grocers, bringing digital into the store means creating more engaging, meaningful shopping experiences that drive loyalty, basket size, and overall satisfaction.

As retail continues to evolve, and as shoppers’ expectations grow, the stores that adapt and embrace interactive digital tools will lead the way.

Questions about in-store digital signage or SHOPtoCOOK's offerings? Find them:

Email: inquire@shoptocook.com
Web: Click here to contact us.
Going to The NGA Show 2026? SHOPtoCOOK will be at booth 2345, right behind IGA's booth!