From Sofa to Shelf

As consumers' digital behaviour increases, there has been an interplay between online and in-store shopping, with the in-store experience remaining critical as customers explore both environments to browse, discover, and complete their shopping.

As a result, there has been an increasing need to connect these experiences seamlessly for customers. For the store, Samantha Osborne, General Manager, Cartology NZ, noted a positive shift: what was once simply a point of transaction is now a point of inspiration, discovery, and a canvas for brands to connect with customers and help shape choice.

In-store activations have evolved to include more digital elements as physical stores continue to roll out digitisation initiatives, along with more room for brand expression through in-store video and point-of-sale formats.

"Grocery shopping is a constant for Kiwi customers, but the 'weekly shop' has evolved into a more frequent, multi-banner journey," said Osborne.

"This increase in top-up shopping means customers are physically in-store more often. For brands, this creates a fresh opportunity to intercept the routine with memorable brand experiences."

The in-store environment is an opportunity for theatre and trial at a critical moment of choice. If the retail aisle is a library of infinite choices, a brand shouldn't just be a title in the stacks; it should be the boldly displayed answer to a customer's needs.

An example Osborne mentioned was the Colgate Total campaign. It made Woolworths the home of Colgate Total, delivering brand storytelling, education and conversion at the point of purchase.

By using full aisle takeovers alongside the new Health and Beauty screens and other high-impact physical and digital solutions, it truly immersed customers in the Colgate brand.

She said it was the perfect blend of insight, innovation, and education, effortlessly capturing attention and shifting shopping habits

"Those campaigns that seamlessly bring the in-store and digital shopping experience together are the ones delivering great results for their brand and positive shopping experiences for customers."

Osborne added that insights are a core foundation for any retail media campaign, helping set up for success and understand the challenge or opportunity. They not only help understand customer behaviour but also what's happening within a category and at a brand level, helping plan effectively.

"It's when we have that bigger picture of what's happening at the shelf, in the basket, in the category and for the brand, that we can solve challenges, unlock growth opportunities, effectively measure effectiveness and identify learnings for future optimisation. That is insight working for us."

Looking ahead, Osborne said that in-store digitisation will continue to redefine how brands connect with customers through high-dwell, animated content. Retail media will become a strategic brand canvas, blending high-impact touchpoints with content that meets customer needs.

Content has played a role in bringing utility into the shopping experience, aiding discovery and inspiration through both digital and physical touchpoints from front of store and aisle entry screens through to in-aisle recipe cards.

The layering of storytelling on the digital journey, with the theatre and impact of the aisle, will ensure that brands remain the protagonist throughout the entire journey, from sofa to shelf.

This article originally appeared in supermarketnews.co.nz March 2026.