Compared to large-format stores, in-store media in small-format stores generates twice the visibility, thrice the attention and four times brand recall, a recent research has found.
According to new study from Co-op partnered with Lumen Research released today (Feb 25), brands can achieve higher levels of visibility, attention, and recall, strengthening their overall media strategy and driving long-term brand success through by leveraging the small store advantage.
The study, conducted across 60 shoppers in July 2024, measured how attention to in-store media differs between small and large store formats. For the test group, a nationally representative sample of 60 shoppers was recruited and assigned a 10-to-15- minute shopping mission in both large and small format stores, with 30 shoppers in each store.
Shoppers wore eye-tracking glasses to measure attention to in-store media displays during the shop. After completing the shopping mission, they filled out an online survey assessing their recall of the displays, brand recognition, and future brand purchase intent.
The “Small Store Advantage”
Key findings reveal that smaller convenience stores significantly outperform larger formats in generating visibility and engagement for in-store media:
- Twice the visibility: Shoppers in small stores encountered branded POS an average of 15 times per visit, compared to just 7 in larger stores.
- 3–4x higher attention and brand recall: Attentive seconds per 1,000 shoppers in small stores reached 335, versus 74 in large stores, while brand recall uplift for those exposed to in-store media jumped to 13% in small stores, compared with just 3% in larger outlets.
The study attributes this to shoppers exploring more aisles, revisiting sections, and browsing for inspiration rather than strictly following a shopping list. Repeated exposure to media amplifies brand awareness and has a measurable influence on future purchasing decisions.
Surprisingly, the impact of in-store media in small stores rivals that of leading online and offline channels. Brand recall from small-store POS exceeded social media (3.3%), out-of-home advertising (6.0%), press (5.6%), and online banners (5.2%), closely trailing only online video (8.1%)
Average viewing times for Co-op in-store media were comparable to social media (1.2 seconds) and out-of-home advertising (1.5 seconds), demonstrating that physical retail spaces remain highly effective for brand-building campaigns.
The findings challenge the long-standing view of in-store media as solely a last-minute sales driver. Instead, small-format convenience stores offer a high-impact environment for brands to stand out, be remembered, and influence shopper choice:
- Strategic placement matters: Positioning, format, and messaging of POS materials can significantly boost attention and recall.
- Omni-channel synergy: Brands should integrate in-store media with digital and other offline campaigns to enhance visibility and engagement.
- Repeated exposure builds loyalty: The compact layout and frequent shopper visits in small stores create multiple opportunities to reinforce brand messaging, driving long-term purchase behaviourCo-op whitepaper-2Co-op whitepaper-2.
Mike Follett, CEO of Lumen Research, said: “ In small stores, shoppers revisit aisles and encounter the same ads and messages multiple times, creating a unique opportunity for brands to grab and hold consumer attention.
"This repeated exposure builds brand awareness, reinforces brand messages, and strengthens loyalty, significantly increasing the likelihood of purchase. ”
Dean Harris, Head of Co-op Media Network, added: “The Lumen data shows that convenience retail isn’t just a place to buy - it’s a place where brands can truly stand out, be remembered, and drive meaningful choice. It’s time for advertisers to rethink the store as a high-impact brand-building channel, not just a point of purchase."