Co-op’s in-store promos boost sales figures

MULTI-media in-store advertising boosted Co-op’s food store sales by £13.4m over a two-year period according to new research commissioned by the group.

Retail media advertising sales from promotions in food stores operated by The Co-operative increased by an average of 25%, the study showed.

In-store radio was the most successful in-store channel registering 30 to 40% 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 accounting 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.”