Supermarket says radio is most effective retail medium
In-store multimedia promotions can create sales uplifts reaching 25 percent, according to research conducted for The Co-operative Group in Britain.
Research firm Data2Decisions examined uplifts in The Co-op’s food stores over two years, finding that in-store media were directly responsible for £13.4m ($20.7m) in sales that would not otherwise have been made.
The retailer’s radio channel was cited as the most cost-effective medium, and accounted for about 40 percent of the uplift. Shelf talkers contributed about 30 percent, with the remainder attributed to other media including leaflets, in-store sampling, and screen advertising at the checkouts.
The Co-op says it has more than 40 media channels available to its suppliers.
??“These results confirm what we have long suspected – that in-store media is extremely cost-effective,” said Susan Beetlestone?, the retailer’s head of commercial marketing.
?“Retail media is an emerging route to market versus the more traditional channels, such as TV and press campaigns,” she added.
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