Convenience retail media campaigns can “supercharge” brand recall up to four times compared to marketing drives in larger stores, according to a new study.
Published yesterday (25 February), the research, from media group Co-op Media Network, theorised that due to Co-op’s smaller store size and high shopper frequency, advertising campaigns would be seen and recalled by more people, more often.
Created in collaboration with technology company Lumen Research, it also highlighted that mixed-category aisles allow customers to encounter a variety of promotions in one place.
Kenyatte Nelson, chief membership and customer officer at Co-op, said: “Traditionally, in-store advertising has been viewed by media buyers as a pure sales activation tool that was great for last-minute promotions but not for brand-building. However, this ground-breaking evidence now spotlights retail media, especially in a convenience setting, as one of the most powerful brand recall tools.
“The results from the Lumen Research study showcase the unmatched impact of Co-op’s small-format convenience stores, and the findings position in-store advertising as a dual-purpose channel, driving both short-term sales and long-term brand growth.”
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To test the theory, the media group had shoppers enter two Co-op stores- one small shop and one larger one and engage with BBQ advertising. The shoppers wore eye-tracking glasses to monitor what they saw.
Upon leaving the store, the shoppers were tested on brand recall and completed brand choice surveys.
Results from the test showed the larger store generated brand awareness with shoppers, however, attention and recall were “enhanced” in the smaller store.
Lumen Research also evaluated the impact of retail media and recall in comparison to out-of-home, online display, online video and TV advertising. It found retail media was the second most effective channel for brand recall.
Mike Follett, CEO of Lumen Research, said: “Our research with Co-op confirms what we already knew [that] attention drives action. In small stores, shoppers revisit aisles multiple times and so encounter the same ads and messages multiple times, creating a higher frequency of exposure.”
“That builds memories through aggregate attention, which drives memory-based outcomes such as awareness, consideration and intent,” he added.
