In this episode, Mike Nicholson at Six Sells speaks with Dean Harris from Co-op Retail Media about a wide range of topics, including:
The Power of Attention in Retail Media
One of the most fascinating parts of our conversation was Co-op’s research with Lumen Research, which used eye-tracking technology to measure attention in convenience stores versus larger supermarkets. The results were impressive:
Twice the ad visibility in convenience stores.
Three times the attention (people looked at ads for longer).
Four times higher brand recall compared to larger-format stores.
These findings suggest that in-store advertising isn’t just about driving last-minute purchases—it can build brand equity, just like traditional media. When you consider that Co-op stores are highly frequented, those repeated exposures add up, reinforcing mental availability for brands over time.
#RetailMedia #Advertising #Marketing
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