Retail media for convenience stores gains three times more attention than larger retailers, according to new data

The research from Co-op Media Network in partnership with eye-tracking technology company Lumen Research, also reveals that convenience retail media can elevate brand recall by four times more than campaigns in larger stores. 

Co-op Media Network hypothesised that Co-op’s advertising messages in its convenience stores would be seen and recalled by more people more often, thanks to its smaller sizes, formats, and higher shopper frequency than larger stores.

The mixed category aisles in convenience stores also leads to customers finding a wide variety of advertisements in the same space. 

The methodology of Lumen’s research involved shoppers navigating a small or large Co-op store while wearing eye-tracking glasses to monitor their browsing journey. Shoppers were then tested on brand recall and then completed surveys.

Results suggested larger stores generate brand-building with customers, but attention and recall were significantly enhanced in the convenience setting.  

The data revealed that shoppers in a convenience store have twice the visibility of the advertising, triple the attention, and four times more brand recall than a large store. 

Co-op chief membership and customer officer Kenyatte Nelson 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 groundbreaking 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.”

Lumen research chief executive Mike Follett added: “Our research with Co-op confirms what we already know – 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.”