New data from the Co-op has revealed that convenience store advertising has twice the visibility, garners triple the attention and quadruple brand recall compared to campaigns in larger stores.
The industry-first research has also evidenced that retail media advertising has greater performance in brand recall compared to traditional media such as out-of-home, digital display and social.
The Co-op Media Network (CMN) in partnership with Lumen Research - an eye-tracking technology company – has evidenced the recall power of advertising in a convenience retail setting and revealed the untapped potential of retail media as a brand-building marketing channel in comparison to traditional media.
CMN hypothesised that due to Co-op’s smaller store sizes, formats and high shopper frequency, advertising messages within convenience stores would be seen and recalled by more people, more often. Also, in a convenience store, the presence of mixed category aisles leads to customers encountering a wide variety of advertisements within the same space.
The research involved shoppers navigating either a small or large Co-op, on a barbecue shopping mission – engaging with a mixture of categories from protein, produce, frozen, ambient and BWS – while wearing unobtrusive eye-tracking glasses. The devices monitored what the shoppers were viewing, the duration of their gaze and retinal movements.
Upon leaving the stores, shoppers were tested on brand recall and completed brand choice surveys. Results indicated that attention and recall were significantly enhanced in the convenience setting.
Kenyatte Nelson, chief membership a 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 brand-building. However, this evidence spotlights retail media, especially in a convenience setting, as one of the most powerful brand recall tools.”
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