In-store media boosts sales

Multi-media in-store activity can boost the additional sales uplift from promotions by an average of 25%, according to new research commissioned by The Co-operative.


In-store radio was found to be the most successful channel registering 30 to 40% higher uplift per £1 media value than the other measured channels.

The study, conducted by Data2Decisions, analysed the additional sales generated over a two-year period in food stores operated by the company.

It concluded that retail media communications attributed incremental sales of £13.4m.

Of the £13.4m incremental sales, radio accounted for £5.3m followed by shelf talkers which generated £4m compared with all the other channels, such as shelf wobblers, in-store sampling, till screen adverts, direct mail and leaflets accounting for £4.1m.

Susan Beetlestone head of commercial marketing at The Co-operative says the results “confirm what we have long suspected”.

“Retail media is an emerging route to market versus the more traditional channels,  such as TV and press campaigns. Our media centre offers brands a unique opportunity to reach millions of regular shoppers and members, and this analysis shows that our in-store channels can deliver powerful results for advertisers.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here