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Retail media within Sainsbury's convenience stores

Provided by ABC Media
An opportunity to place your brand in front of consumers at the point of purchase through screens with audio messaging.

Tell us about the Opportunity / What is it?

Due to a fragmentation of the consumer audience, retail media allows brands to influence people in an environment which is a huge aggregator of consumers. This 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 within our 150 Sainsbury's convenience stores can increase sales uplift and improve brand awareness. Sainsbury's attracts a young urban audience with the media reflecting the audience habits with the use of music videos and enhancing the overall shopping experience. We are rolling out the number of stores which have screens in and aim to have a presence in circa 600 stores by summer 2007. We are able to track sales of the product running a campaign through EPOS data, which is compared to selected test stores.

How does it work?

Instore media within Sainsbury's convenience interacts with a young urban audience within the convenience market. 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 Sainsbury's Convenience including Brown Forman Beverages, Bacardi Martini, Coca Cola, Coors Brewers, Danone, Kelloggs, McCains, The Observer and many more This opportunity is highly adaptable due to its varied audience who are in an environment purposefully to consume.

Features / Benefits

Sainsbury's screens are 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 produce creative, for an additional cost.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kSainsbury's convenience stores have 1m shopping trips a week
25 - 34
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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