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Retail media within Co-op stores

Provided by ABC Media
An opportunity to place your brand in front of consumers at the point of purchase through screens, radio, POS and sampling.

Tell us about the Opportunity / What is it?

Due to a fragmentation of the consumer audience, ABC Media allows brands to influence people in a retail environment - a huge aggregator of consumers. The 'point of purchase' is the last message a consumer hears before consumption and cuts through the 1,600 marketing messages a typical consumer receives everyday. Retail media is highly accountable with brand recall of instore TV and radio higher than industry averages. Retail media enables us to have complete flexibility with campaigns down to thermal triggers, daypart planning, daily copy change, sporting results etc.

What is the Marketing Objective?

Instore opportunites at The Co-op can increase sales uplift, encourage people to trial the product (sampling) or improve brand awareness (Till TV). We have a number of case studies proving sales uplift and category growth some of which are detailed on our websites. We are able to track sales of the product running a campaign through EPOS data, which is compared to selected control stores. A campaign with ABC Media can offer a high return of investment through an accountable set of results.

How does it work?

Instore media at The Co-op interacts with a varied audience in the convenience market and in large supermarkets. 80% of shoppers write a shopping list whereas 75% of these lists feature the product - not the brand. Also 75% of purchase decisions are made at the point of sale, making instore media an essential final message for any brand.

Who's used it in the past?

A number of advertisers have worked with Co-op Media such as Masterfoods, Unilever, Nestle, Constellation Wines, Coors Brewers, Kelloggs, Arla Foods, Tryton Foods, Diageo, Camelot, Associated Newspapers, News International, BT, Mastercard etc. This opportunity is highly adaptable due to its varied audience who are in an environment purposefully to consume.

Features / Benefits

Co-op media is an ideal medium for increasing sales uplift and tracking the results. It is highly cost effective and situated where it is highly relevant to the consumer. ABC Media is able to provide a full after-care pack outlining the analysis of the campaign and for an additional cost, produce creative.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£51k to £100kCo-op stores have 10.4m shopper transactions per week
25 - 34
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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