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Multimedia works in store, new research finds

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Just how do you gain the shopper's attention? Multichannel retailers and the brands that supply them will be used to considering the effect of web, press or direct mail advertising on their in-store sales. But fresh from The Co-operative comes new research that shows they should not underestimate the effect of using a variety of media to promote goods within the store itself.

The Co-operative boasts more than 40 different media channels through which its suppliers can target customers in its stores. They range from adverts on till screens and leaflets, to in-store radio, in-store samples, shelf wobblers and shelf talkers.

It commissioned an independent study, conducted over two years by Data2Decisions, to find which was the most effective. The study found multimedia promotions could boost sales by an average of 25%. In all, retail media communications attributed incremental sales of £13.4m.

The most effective single channel was in-store radio, accounting for £5.3m. Shelf talkers generated £4 million, while all the other channels accounted for £4.1m between them.

Susan Beetlestone, The Co-operative’s head of commercial marketing, said: “These results confirm what we have long suspected, that in-store media is extremely cost-effective. This analysis shows 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.”

Our view: The power of in-store promotions can be easily overlooked in the rush to new advertising mediums. But it makes sense to encourage shoppers who are already in your store towards key products, and it’s also a chance for individual brands to make themselves stand out.

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