Consumer touchpoints double

The number of consumer touchpoints influencing 80% of purchase decisions has nearly doubled from 12 in 2018 to 21 in 2024.

Retail media as full-funnel channel

59% of marketers surveyed by MMA Global India now view retail media as a full-funnel channel.

Checkout counter focus

Brands increasingly target checkout counters and quick commerce to drive measurable sales outcomes.

Brand building shift

Brand building used to be a megaphone; now it’s a dinner party where brands must be good guests in small conversations.

“Brand building used to be a megaphone. You bought the prime-time slot and hoped the whole country heard.”

Checkout counter strategy

The checkout counter is the brand’s last opportunity to increase basket value before a customer leaves.

Festive season spending

Many brands divert more budgets this festive season towards retail media, quick commerce placements and gifting bundles.

Mass media re-sequenced

Mass media hasn’t been replaced; it’s been re-sequenced for scale by digital-first brands.

Checkout counter benefits

Impulse purchases sit at the heart of strategies to increase basket value at checkout counters.

Retail media growth

Retail advertising grows at 25-30% annually, much higher than overall advertising expenditure at 8-10%.

Measurement challenges

A sale recorded after an advertisement may not be caused by it; brands must measure basket value impact.

“Brands should examine whether checkout advertising is increasing basket value, encouraging additional purchases or bringing new products into consideration.”