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CASE STUDY

Co-op retail media amplifies awareness and incremental sales

Snapshot

SOLUTION AREA

Marketing

SOLUTION

Retail Media

INDUSTRIES

Food and Beverage

CLIENT

Retailer

co-op retail media amplifies awareness and incremental sales
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The Objective

Retail media is being sited as the third wave of digital media, yet 85% of transactions are still completed instore. Co-op wanted to understand whether their extensive instore media toolkit, combined with 15.4M weekly transactions offered value to brands beyond immediate conversion. 

Hypothesis:
"Does convenience media drive positive brand awareness and mid term recall to result in a positive sales impact to surrounding Halo stores."
Methodology

Methodology

Using our established lift methodology, Circana build robust test and control panels of both Co-op and Halo stores to account for regionality and price & promotions, enabling the sales impact of the Co-op campaign to be isolated and quantified - calculating key brand sales metrics such as calue lift over and above controls and the incremental sales being driven by activity.

The Results

All 3 campaigns (Beer, Ice Cream, Confectionary) delivered a positive sales uplift in both Co-op and in the surrounding Halo stores, proving the incremental sales benefit to the brands of running a campaign through Co-op's media network

The Results
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Beer brand sales uplift of 

+ 95% 

in Co-op stores and

+5M

in surrounding halo stores
Incremental £ sales in halo stores

4X

higher than in Co-op

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