CASE STUDY
Co-op Retail Media amplifies awareness and incremental sales
Jun 12, 2024
Snapshot
MARKET RESEARCH SERVICES
Retail Media
DATA TYPES
POS
INDUSTRIES
Food and Beverage
COMPLETION
June, 2024
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."
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
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.
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
