Modern retail is all about knowing your customer and delivering personalized experiences. With over 70% of consumers expecting tailored interactions, personalization has become essential. While e-commerce has led the way, brick-and-mortar stores are catching up through innovations like Digital Out-of-Home (DOOH) advertising, which enables real-time, location-based messaging to engage shoppers at every touchpoint.
The modern retail experience is no longer just about what you sell—it’s about how well you know your customer. Today’s shoppers expect brands to speak directly to them, anticipate their needs, and deliver value in the moment. In an era where convenience and connection drive consumer loyalty, personalisation has become a retail imperative. We’re living in a time where personalisation isn’t just preferred—it’s expected. According to McKinsey, over 70% of consumers demand tailored interactions, and more than 75% feel frustrated when they don’t get them. That expectation spans across all touchpoints, from the first digital ad to the final checkout, whether online or in-store.
While e-commerce has long personalized the shopping journey with data and algorithms, brick-and-mortar retail is now catching up—thanks to innovations like Digital Out-of-Home (DOOH) advertising. DOOH brings dynamic, location-aware messaging into physical spaces, helping brands connect with customers in real time.
As personalization becomes key to retail success, DOOH bridges the gap between online and in-store engagement. In this article, we explore why personalization matters, how DOOH enhances it, and how platforms like Dolphin Digital OOH Media are helping brands deliver smarter, more relevant experiences nationwide
Why Personalization Matters in Retail
With consumers bombarded by thousands of marketing messages daily, personalization helps brands cut through the clutter with relevant, meaningful engagement. According to McKinsey, 71% of consumers expect personalized interactions, and 76% feel frustrated when they don’t receive them. (McKinsey, 2021)
Retailers that invest in personalization:
● Enhance the shopping experience: 80% of consumers are more likely to purchase from brands offering personalized experiences
● Drive better conversions: Targeted recommendations can boost conversion rates by up to 320%
● Foster stronger loyalty: 65% of shoppers say they’re more loyal to brands that understand their preferences
Retail’s Shift Toward In-Store Personalization
Brick-and-mortar stores are catching up with e-commerce in delivering curated, data-driven experiences. New technologies—like smart cameras, connected apps, and AI-powered displays—are helping sales floors feel more intuitive and personalised.
According to PwC’s Kelly Pedersen, some retailers now use customer recognition and in-store app engagement to anticipate shoppers’ needs and personalize offers in real time. “They could have things waiting for you in the changing room. They could send you personalized offers to your phone,” she explains .
Digital Out-of-Home: A Strategic Channel for Personalization
Digital Out-of-Home (DOOH) advertising plays a critical role in bringing personalization
● Context-aware content delivery, with messaging adapted to environment, venue type, and time of day
● Geopath-verified impressions that help marketers understand reach and audience quality
● Regional relevance, with the flexibility to localize campaigns for cultural and demographic resonance
Smart targeting capabilities, with infrastructure designed to support increasingly intelligent and responsive advertising into physical retail spaces. Unlike traditional signage, DOOH allows content to be tailored based on location, time of day, and audience insights—making brand messaging feel more relevant and timely
The Dolphin Digital OOH Media Advantage
Dolphin Digital OOH Media is helping brands deliver these high-impact moments across its nationwide network of over 4000 indoor screens in 90+ U.S. markets. Positioned in high-traffic locations like grocery stores, hypermarkets, restaurants, and pharmacies, Dolphin’s screens are where shopping decisions are happening.
Dolphin’s platform supports:
- Context-aware content delivery, with messaging adapted to environment, venue type, and time of day
- Geopath-verified impressions that help marketers understand reach and audience quality
- Regional relevance, with the flexibility to localise campaigns for cultural and demographic resonance
- Smart targeting capabilities, with infrastructure designed to support increasingly intelligent and responsive advertising
This makes Dolphin an ideal solution for retail brands looking to blend mass reach with personalized touchpoints in everyday consumer settings.
A New Era of Engagement with Smart DOOH
Across the industry, DOOH is becoming smarter and more adaptive. As AI tools and audience insights evolve, brands are already seeing strong results—like a 66% ROI lift for AI-driven campaigns at Forever 21, and $30 million in revenue tied to personalized sponsorship experiences by Delta Air Lines
Dolphin Digital is aligned with this direction, continuously expanding its capabilities to offer brands smarter ways to reach and influence their target audience with precision and creativity.
Conclusion
Personalization is no longer optional—it’s expected. Consumers want experiences that reflect who they are and what they need, both online and in person. As the lines between digital and physical retail blur, DOOH media becomes a vital bridge in delivering that experience.
With its growing national footprint and commitment to innovation, Dolphin Digital OOH Media empowers brands to deliver personalized, real-time messaging where it matters most—on the path to purchase. It’s not just advertising—it’s creating retail moments that feel made just for the shopper.
References:
1. Business Insider. (2025, March). How brands like Delta, Mars, and Unilever are using AI to boost marketing. https://www.businessinsider.com/nvidia-brands-using-ai-boost-marketing-delta-unilever-mars-2025-3
2. Data Axle. (2024, January 10). 21 must-know marketing personalization statistics for 2024. https://www.dataaxleusa.com/blog/21-must-know-marketing-personalization-statistics-for-2024/
3. Epsilon. (2021). New Epsilon research indicates 80% of consumers are more likely to make a purchase when brands offer personalized experiences. https://us.epsilon.com/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
4. Investopedia. (2024, March). Retail’s next frontier is tech for shoppers who are really into themselves. https://www.investopedia.com/retail-s-next-frontier-is-tech-for-shoppers-who-are-really-into-themselves-8776090
5. McKinsey & Company. (2021, November). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
6. Nosto. (2024). 45 ecommerce personalization statistics you should know in 2024. https://www.nosto.com/blog/ecommerce-personalization-statistics/