In-store retail media is entering a new era. According to recent projections, U.S. in-store retail media spend is expected to reach $1.06 billion by 2028, nearly triple the $370 million spent in 2024. The demand is clear, and so is the opportunity: 84% of all retail sales in the U.S. still happen in physical stores, and nearly half of consumers say they first discovered a product they purchased while shopping in-store. In today's competitive retail landscape, where every retailer is competing for a shopper’s attention and dollar, innovative strategies are crucial for creating memorable customer experiences and boosting sales. 

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As brands and retailers embrace omnichannel strategies and double down on in-store retail media, many are asking the wrong question: Should we invest in audio or screens? The answer is you don’t have to choose.

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The most forward-thinking retailers aren’t picking sides. They’re combining both formats to create smarter, more immersive experiences that drive results. Screens and audio don’t compete; they complement. And when used together, they unlock a more dynamic in-store environment that’s more engaging for shoppers and more effective for brands.

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How In-Store Audio and Screens Work Together

When strategically integrated, in-store audio platforms like QSIC and digital signage solutions like Broadsign create a powerful, multi-sensory experience. This combination transforms the in-store environment from a passive backdrop into an active channel for engagement, discovery and conversion.

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Here’s how that synergy works: 

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1. More Immersive, More Memorable

Pairing sight and sound creates stronger emotional and cognitive impact. Research shows that 95% of purchase decisions are emotionally driven and audio has a unique ability to set the tone and influence mood. When combined with dynamic visuals, it helps reinforce key messages and boost recall.

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A shopper might see a screen promoting a product in the snack aisle, while upbeat audio messaging reinforces the promotion or adds urgency with limited-time language. These small moments move the customer closer to a decision.

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2. Direct Shoppers and Drive Sales

A shopper is at their most captive in the store. They are looking around, engaging with products and looking for new options. In-store audio and screens work together to drive shoppers to specific products or promotions. 

Screens are highly effective at capturing visual attention, but when layered with the right audio cues, they become even more powerful. Audio and visual signage can guide the shopper’s journey, alerting them to promotions, drawing them toward a new product drop, or signaling a brand moment happening nearby.

The two formats working together create a high-impact, in-context media channel that reaches shoppers when it matters most: while they’re actively browsing, deciding and buying.

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3. Create a More Personalized and Convenient Shopping Experience

Today’s retail media isn’t static. It’s data-driven and responsive. Combining screens and audio allows retailers to tailor messaging by location, time of day, customer segment or store zone.

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A single store can run upbeat playlists and dynamic creative in one department to drive impulse purchases, while using calmer tones and educational content in another to support more complex buys. These targeted, sensory-driven experiences are not only more engaging,  they also encourage longer dwell times and stronger brand associations.

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Redefining the In-Store Experience

The next evolution of in-store retail media is intelligent, multi-layered and designed to meet shoppers where they are. The integration of audio and screens transforms a physical retail environment from a transactional space into a connected destination. Shoppers aren’t just hearing or seeing ads, they’re experiencing brands in ways that are emotional, relevant and measurable.

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At QSIC, we’re helping retailers use audio and intelligence to drive real-world outcomes. Our partners at Broadsign are transforming in-store screens into high-impact digital experiences that boost sales, enhance customer loyalty, and maximize advertising revenue through dynamic, data-driven campaigns, proving that success isn't about screens or audio alone, but about creating engaging in-store experiences.

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