Co-op claims in-store media increases sales
In-store media promotions can boost sales by an average of 25 percent according to research commissioned by The Co-operative.
A two-year study on additional sales generated in the retailer's food stores found media helped to boost sales by £13.4m.
The study was conducted by Data2Decisions and showed radio to be the most successful in-store channel. It registered 30 to 40 per cent higher uplift per £1 media value than the other measured channels.
Of the £13.4m incremental sales, radio accounted for £5.3m followed by shelf talkers which generated £4m compared with all the other channels, such as shelf wobblers, in-store sampling, till screen adverts, direct mail and leaflets, which accounted for £4.1m.
Susan Beetlestone, head of commercial marketing at The Co-operative, said: “These results confirm what we have long suspected that in-store media is extremely cost-effective.
“Our media centre offers brands a unique opportunity to reach millions of regular shoppers and members, and this analysis shows that our in-store channels can deliver powerful results for advertisers.
“Retail media is an emerging route to market versus the more traditional channels, such as TV and press campaigns, and it’s good to see The Co-operative at the forefront of these developments.”