Retail media in C-Stores ramping up

The retail media channel is by no means a new concept, but recent years have seen it evolve rapidly, particularly in the supermarket sector.

Retail media is the marketing that consumers see at or near their point of purchase, using a retailer’s customer and growing loyalty scheme data to help brands reach shoppers more effectively, with a targeted approach.

One of its chief exponents, UK retail giant Tesco, last year made the prediction that retail media will be “bigger than TV” by the end of 2025.

And other major UK retailers , from Tesco and Sainsbury’s to Morrisons and Asda, are all ramping up their retail media operations, Co-op has found that the medium might actually provide brands with even more benefits when applied in convenience stores.

In February a global-first attention study, released by Co-op Media Network (CMN), found that convenience retail media can “supercharge” brand recall four times more effectively than campaigns in larger stores. The rise in effectiveness is credited to increased shopper frequency and the “unique” c-store format.

Full story Does the future of retail media lie in convenience stores?