Co-operative food stores have demonstrated that the old way is not necessarily the best.
Co-operative Food is a convenience retailer with a very broad appeal among top-up shoppers, who account for over 90% of sales. However, with a lower 'first mention' awareness than its competitors, and all of those substantially encroaching on the convenience ground, Co-operative Food would need to find a better way to stand apart and attract more customers.
The Cooperative agreed to a greater focus on its Out of Home communications, to achieve greater stand-out and differentiation in the sector. Being more of an impulse destination meant that relevance was of crucial importance. Capturing attention at the most appropriate time or location to influence customers to step in store was paramount. Nearly 60% of main meal decisions are made that afternoon or evening. We needed an approach to capitalise on this indecision whilst inspiring them around the brand and to offering them a solution in Co-operative.
Talon worked with Co-operative Foods to identify 2000 stores which offered the greatest opportunity to steal share from a competitor. A Co-operative store with a competitor within 1500m was the minimum criteria. Each store was geo-fenced and 6 sheets within 1500m were identified giving us a Co-Op approved definitive pool of relevant inventory. OOH weights would vary between 1,200 and 3,150 6 sheets at any given time. Each pulse of activity lasted a minimum of 3 weeks reflecting in-store promotional dates.
What was a truly radical shift in approach for Co-operative Food has been an undisputed success for the brand and its communications strategy. A longer term presence combined with geographical laser targeting has delivered an extremely efficient use of OOH. Taking the budget from TV to fund more frequent, localised activity in OOH critically shifted Cooperative's ROI metrics.
The success of the 2014 strategy has demonstrated to Co-operative Food the enhanced value of OOH in the media mix, and established OOH formats at the heart of Co-Op's communication approach.